Why Do They Do It?

It’s like the traditional spot the first cuckoo in spring competition but a lot more irritating — coming across the first ‘Book Early for Christmas’ outside a pub or restaurant.

Driving up to the Bucks County Show on Friday I spotted the first offending banner of the season hung outside the Horse and Jockey in Aylesbury. This was 26th August — fully four months before Boxing Day — that’s what I calculate to be a mere 131 days before the event itself.

I thought it was bad enough that I saw Trick or Treat pieces of junk on sale at John Lewis in Oxford Street on Monday — though that may be worse in some ways as those imported American Hallowe’en ‘customs’ are just a consumerist abomination — what’s wrong with Guy Fawkes night.

If I were a pub or restuarant owner I’d calculate that hanging prominent ‘reminders’ (does anyone need reminding about Christmas) outside the establishment before the August Bank Holiday is out would lose more customer by annoying people rather than generating bookings — surely only those organising large work celebrations book so early and they’d either have done it months beforehand, not in the middle of the school holidays.

Even though the likes of B&Q and Homebase seem to start hawking their Christmas decorations in September (to the extent they’ve usually sold out by December) I prefer to try and banish all thoughts of Christmas until after 5th November — despite being an unashamed enthusiast for all things seasonal.

Mind you, the weather last week, particularly the deluges on Monday, Wednesday and Thursday, were more fitting for November (the thermometer outside my house read 12C yesterday afternoon). Perhaps someone at the Horse and Jockey woke up, took a look out of the window and hung the banner out in panic that they’d overslept by three months?

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