Many argue that the commercialisation of Christmas has diluted its real meaning. However as we live in a growing secular society I believe Christmas is still a special time of the year for many, whether it represents a religious festival or a special time for family.

Now that we’re well and truly into December I’m embracing the festivities; decorations are up, Christmas cards have been written and I’ve even started thinking about buying presents. And whilst there’s no question that the commercialisation of Christmas is good for UK retailers, with cards and decorations in the shops as early as August, I would warn retailers against promoting Christmas too early.

I love Christmas but on principle I take no notice of any Christmas marketing until December 1st. Brands need to realise that the strength of their Christmas messages is founded on the fact that it only happens at one time of the year, it’s unique, original, and everyone rushes to the shops to spend. If they start promoting Christmas too early then what will they have left to say by the 25th, will they have any new discounts remaining for the last minute shopper?

Maybe it’s more that I hope Christmas will remain a seasonal thing, if shops want me to spend my money in August, they’ll have to be a bit more creative rather than latching on to a holiday that’s four months away. The earlier they start to promote it, the more desperate they seem to me, and I refuse to get caught up in it  - at least until December anyway!