'Christmas creep' In truth, most of us still prefer to do our shopping nearer to Christmas, and research from PwC suggests the busiest shopping day of the season will be 23 December this year. However, there is also evidence to suggest the festive shopping period has been starting earlier in recent years. In 2015 supermarkets Morrisons and Asda both premiered their Christmas TV ads earlier in November than in 2014, to reflect consumer and sector trends. And John Lewis and Lidl told the BBC that their shoppers start browsing for Christmas goods in September.
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