It’s the middle of the school summer holidays and the mercury is still riding high – but that hasn’t stopped Asda turning its attention to Christmas.
Pictures on social media show packets of Maltesers Mini Reindeers and Haribo Merry Mix on display at the supermarket five months before the festive season.
One user posted an image of a Cadbury Mini Snowballs chocolate bar they claimed to have bought on July 25. Some of the products were also available to buy on Asda’s website.
Retail analyst Richard Hyman says he has never come across Christmas items being displayed so early into the year.
An Asda spokesman explained: ‘We know how important it is for our shoppers to be able to spread the cost of Christmas and we start to see searches for Christmas products on Asda.com as early as August. Confectionery in particular is one of those items that can be kept aside for those customers who like to get everything prepared in plenty of time.’
Sarah Coles, head of personal finance at Hargreaves Lansdown, said: ‘Every year we say that Christmas is coming earlier, but starting in August has been the norm for some retailers for years.
‘For retailers trying to sell us Christmas gifts, there’s less mileage in starting in the summer.
It’s the middle of the school summer holidays and the mercury is still riding high – but that hasn’t stopped Asda turning its attention to Christmas
Pictures on social media show packets of Maltesers Mini Reindeers and Haribo Merry Mix on display at the supermarket five months before the festive season
Retail analyst Richard Hyman says he has never come across Christmas items being displayed so early into the year
‘People will shop early, but once they’ve bought each present, their list is done and dusted. It’s why September will usually see the launch of Christmas departments. For supermarkets, there’s a huge opportunity to persuade people they’re stocking up early, on the understanding they’ll end up eating everything and having to do it all over again.’
The British Retail Consortium predicted food inflation would rise to 6 per cent by the end of the year and ‘pose significant challenges to household budgets, particularly in the run-up to Christmas’.
Grocery price inflation rose to 5.2 per cent in July, up from 4.7 per cent and the highest level since January 2024, according to market researchers Worldpanel.
Ms Coles added: ‘As long as we’re not busting the budget, there’s no real harm in getting into the festive spirit early.’
