SNOW MUST GO ON!
Wales’ most Christmassy store counting on bumper festive season despite Covid
Three-year-old Evelyn Davies with mum Rosanna
IT may still be September, but a Christmas shop which attracts thousands from around the UK reopened yesterday ahead of a festive season that is unlikely to be like any in recent memory.
Seasons on the Brynmenyn Industrial Estate in Bridgend started life as a garden outlet. But since it launched the festive side of the business 20 years ago, it’s become a huge part of the shop’s brand.
Justin Powell, who co-runs the business with brother Mark, and the Seasons team have been working nonstop all week to get the Christmas shop ready, but sadly he revealed this year there’ll be no Santa’s Grotto.
With a local lockdown, social distancing, signage, sanitisers and staff in masks, Justin is hoping a bit of Christmas will lift customers’ spirits.
He said: “My gut feeling is that with a second lockdown people are going to be going out of their way to decorate indoors. We’ve got lots of baubles, garlands, plenty of choice to make that possible.
“People are going to think ‘right we’ll have a good bloody Christmas’, we haven’t been able to go on holidays, it’s been a bad year. Christmas at home will be their one joy.
“Whether you decorate like mad usually or not, people will be looking forward to Christmas. Even on a personal level we have to have something to cheer us up.”
Justin acknowledged that it’s been a difficult year and cancelling the Santa’s Grotto was tough, but they put safety first. But he added they were working hard to put together a replacement experience for the kids.
“We’ve had to take the sad decision of cancelling the grotto,” he said.
“We are working on something so that children can have that Santa experience. With modern technology, a personal grotto experience, we’re working on that behind the scenes and it might be a possibility from November onwards.”
A big fan of Christmas himself, Justin said there will be lots of new items to check out in store, but for customers not ready to come to the shop – or who are outside the lockdown area of Bridgend – there’s a click-and-collect service and most of their festive stock is on their online shop.
Justin said that on his last check the store had 17,800 pallets – and that’s without counting the individual items stored in them, too.
“There are lots of new items, we bring in new every year. We like to bring new stuff in, it’s exciting for customers. New lighting, outdoor decorations. Demand for our indoor stock has also gone up too,” he said.
“I’m a big fan of Christmas I think it’s a fantastic time of year and it’s something to look forward to.
“I love being around the family. It’s a family business and it’s really important to share and enjoy it with them. All our family members work here.”
In previous years the legend of Seasons has brought customers from far and wide, though, this year they may have to settle for the website.
“They come from all over, it’s mad. We have loads of people coming from London,” added Justin.
“I had this one woman who saw us online, came down on the train and ordered half the warehouse and we got it shipped to her.
“A designer for a restaurateur in London came and filled the car and the roof rack. We get people from Bristol and Midlands.
“In Wales we get people from West Wales, they’ve been calling to check when we are open.
“Even with a local lockdown we’ll have a good turnout [locally]. Come to the Christmas store and get a lift – I think people need that at the moment.”