Call me Grinch, but Christmas doesn’t start in September!

"Winter sport has barely wrapped up, I still have four birthdays in my family-of-five, and for Halloween to come before I even think about Holly Jolly tea towels."

I love everything about Christmas.

I put my kids in matching pyjamas and give them Santa books and crafts. I bake festive treats and make personalised ornaments. 

I do Advent calendars, cinnamon-scented candles, a Kindness Angel, and put my tree up before December 1, with a whistling train running around it. 

I feel intoxicating joy in mid-December for the holiday season. 

But there was zero pleasure when I walked into a retailer on Monday and saw glittery decorations, 110 days before Santa arrives. 

Between now and Christmas there are still four birthdays in my family-of-five to celebrate, and another six in my family outside of our household. 

This week I got notes for Pirate Day at daycare and an Island theme disco at school, both needing dress-ups. We just had Book Week, Halloween is around the corner. 

Father’s Day finished hours ago, winter sport has barely wrapped up and we still have Spring school holidays to organise.

When did September become the time to start checking off Christmas?

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Christmas decorations can be seen out in stores next to Halloween decorations. Image: Supplied

Big W Christmas stock will be all out in September 

Aussie retailers have marked the first week of Spring by putting out festive clothes, lights, decorations and homewares.

At Big W you can get trees, Santa sacks, wrapping paper and ornaments. On TikTok shoppers are thrilled new Christmas pyjamas have landed at Best & Less. 

Big W told Kidspot its full merry range will be out by September 16, “to give customers as much time as possible to find the products to bring their festive celebrations to life”. 

While at Best & Less, a spokeswoman said Christmas stock was slowly being released, with new ranges added weekly.

RELATED: ‘I stash an envelope with my Christmas decorations’

The mental load is already overflowing 

I understand people like to be prepared, but are families really hanging stockings and planning Christmas themes (traditional or rustic?) in September?

My mental load does not need a jolly to-do list now. If I started today, I would be burnt-out well before December 25. 

It’s well-known women shoulder the bulk of invisible emotional work needed to run a family and household. This includes the gifts, food and itineraries of Christmas. 

For some parents, decorating and entertaining is their love language.

But as a mum with no family nearby, who spends Christmas hours away from home every year, I am sweaty thinking about transporting the magic to a new destination.

My mind isn’t ready for Elf on the Shelf ideas, Australia Post cut-offs, and where to hide gifts for three months. 

I also don’t want to resent my favourite time of year. 

Seeing the sparkling lights of Christmas so early doesn’t make me excited, because that joyful break from the rat race is so far away.

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Customers want to stretch their dollar

While I am steering clear of the Christmas aisles for a few more weeks, I might be the minority.

Apost in the Christmas Mums Facebook page about the stock has nearly 100 comments, with a user writing,“OMG stop it, I want all the Christmas stuff".

A Big W spokesperson said, “we know many customers start planning for the festive season early and with families looking to budget, we want to provide them opportunities to space out their spend and save where they can.”

Australian Retailers Association CEO Paul Zahra agrees, telling Kidspot, shoppers increasingly used events like End of Financial Year sales in June and Black Friday in November to make early gift purchases.

“It's a tough year for many Aussie shoppers and that is driving customers to plan ahead to make sure they get the best value for their Christmas spending.” 

It’s leading to overconsumption

Maybe people like to get their reindeer in a row ahead of summer, but I don’t believe baubles are out so we’re better organised.

Even the most efficient shopper is not done with prep in September, she is still running around in December picking up the forgotten KK gift.

Having Christmas stock on shelves early, leads to more spending.

Brands are very aware their biggest profits come from holiday spending.

“Retailers are very conscious of this value-focused customer, and they know the market is more competitive than ever… so they will go to great lengths to win their business,” Mr Zahra said.

“Christmas and holiday purchases make up two-thirds of a discretionary retailer's profit so there is no room to get the set up wrong.” 

Christmas decorations started rolling out in August! Image: Supplied

RELATED: Mum’s hilarious Christmas stocking fail

Earlier exposure also plays into the scarcity theory, if we think something is scarce or available for a limited time, our mind gives it more importance. 

It makes us think if we don’t join in, we’re missing out. Hello impulse buying!

Stores also take advantage of that sweet dopamine hit we get from shopping, and the happy hormones we feel putting up Christmas decorations. 

Even window shopping can positively impact our mood, and making purchases is a known stress relief. While putting up Christmas decorations has been scientifically proven to make us happier. 

Psychoanalyst Steve McKeown told Unilad people are happier when they decorate earlier, as Christmas takes you back to the excitement of childhood.

“In a world full of stress and anxiety, people like to associate to things that make them happy and Christmas decorations evoke strong feelings of childhood,” he said.

Christmas stock will still be there in December

While I sound like a Grinch, I will likely be tempted into buying a Holly Jolly tea towel I don’t need. But I refuse to enter those addictive aisles until at least November. 

Just remember, as you’re about to swipe on your 10th spontaneous purchase, Christmas isn’t the only time to show your family you love them.

And you already served a meal on beautiful matching plateware last year, so you don’t need that new set in a different colourway.

Originally published as Call me Grinch, but Christmas doesn’t start in September!