It's a very competitive business

It's a very competitive business "I like to see what comes out and you can compare it with all the other stores," says Caird. "Then you can get the best selection."

Urbandictionary.com calls it the Christmas Creep, "the phenomenon where Christmas starts earlier and earlier each year". But, retailers insist - this isn't any earlier than years past. They say the only reason they're putting out holiday decor is that shoppers are already snatching it up!

"It's a very competitive business," says Wissink. "And a we have a lot of customers year after year realize that if there's certain things they're looking for, you have to get em early - and, that routinely happens."