Christmas shopping starts earlier every year – here's why, and how to shop smart

By Eleonora Pantano, Associate Professor (Reader) in Retail and Marketing Technology, University of Bristol

Schools have only just gone back and, in many parts of the UK, warm temperatures are still on the forecast. Yet British retailers are already looking ahead to Christmas, previewing products and launching advent calendars and seasonal drinks.

Argos has already opened its online storefront for Christmas gifts. Waitrose beat other retailers, offering a preview of Christmas food (from the traditional mince pies to the new “cinnamon bunettone”…

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