Where do we stand on …

early eventism

If you’ve been feeling bereft at the sight of the lacklustre novelty treats in the supermarkets of late, this week sees a bumper arrival. Not just of fun-sized Twixes to fill trick or treaters’ bags, or toffee apples primed for Bonfire Night, but Christmas confectionery, which has already arrived in full force in the likes of Waitrose and Marks & Spencer – nearly three months ahead of the big day.

Yes, the opportunistic partridge has landed, bringing with it a range of ever-weirder themed treats; Iceland has even launched packets of “Christmas tree flavour crisps”, adorned with a few sprigs of foliage and a pine cone. Fir goodness’ sake, cry the naysayers: when did the 12 days of Christmas extend to 12 weeks?

This appetite for eventism, where every half-holiday becomes an excuse for shops to flog us more stuff, for months on end, appears unquenchable. Previously, it was verboten to engage in Christmassing before Hallowe’en had struck; now, you might as well throw your “spooky” jumbo bag of Haribo into the trolley with the mince pies. After all, the novelty of Cadbury’s footballshaped chocolates – launched to celebrate the World Cup – has probably worn off by now, and the Creme Egg supplies are all but a distant (delicious) memory. Many find themselves burdened by this Christmasat-everycorner attitude while the sun is still half-shining – it is oppressive, they lament, to be reminded of the labour that December 25 requires so far ahead of time.

But I say, come one overly commercialised holiday with awkwardly themed snacks, come all – and all at once, if you fancy a premature Yule log with your toasted marshmallows. Though I might just pass on the pineflavoured crisps.