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Christmas in August: early festive market at Brown Thomas

There may be 127 days to go to day itself - but retailer says festive planning goes on all year

The Christmas market at Brown Thomas opened on August 20th, 2015. Photograph: Sara Freund/The Irish Times
Cormac Duffy
Fri Aug 21 2015 - 16:20

Now somewhat of an annual tradition in the retail world, the early opening of Brown Thomas's Christmas market this Thursday has kicked off festive season shopping across its nationwide stores.

But with 127 days still to go until the day itself, what motivates this unorthodox approach?

As seasonal homeware buyer Edel Woods explains, the demand is there, not least from the last of the summer tourists. “They’ll pick up something that maybe they can’t get at home, or as a nice memory. A lot of people do collect Christmas decorations.”

At the opening of the Christmas market at Brown Thomas, Dublin, were Paula Deevy (13), Noelia Deevy and Saoirse Deevy (11), admiring the festive decorations. Photograph: Sara Freund/The Irish Times

Early sales also give other businesses a chance to find just the right bauble to deck their halls with.

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Managing director Stephen Sealey says: “Our customers include hoteliers and interior designers who are planning for the Christmas period now.

‘Great response’

“Generally we find there’s a great response from customers to opening in August.”

Shopper Sarah O’Neill was impressed by the display. “It’s beautiful. I didn’t know it was here at all until we walked by.”

Would she be tempted to get a four-month headstart on her seasonal shopping? “I would consider picking something out.”

Her mother Margaret is more sceptical. “It would catch your eye, but August is very early. November is when I would only really start thinking about Christmas.”

While August may seem early to many, the preparation starts even earlier, with industry shows offering seasonal goods from January each year. “We start planning from December for the following Christmas,” Ms Woods says. “It’s Christmas all around with me.”

Designer headbands

In the Dublin store, glittering tree ornaments from Gisela Graham sit in baskets around the display, as do several sets of designer reindeer antler headbands from the same brand.

Festive goods from Kurt S Adler are among the high-end products on display.

An ornate model of Santa Claus on his sleigh is going for €160, while a range of traditional nutcrackers is available, with the largest costing €220.

Amazingly, two of the nutcrackers had been sold by 10am to an early bird shopper.

The demand does seem to be there. According to Ms Woods, several product lines in the Christmas selection are usually sold out by October.