It is a foreign concept to many outside the industry – anyone spotting me traipsing around central London laden on occasion with goodie bags over the past couple of weeks, might have wondered which outlet was already pushing their Christmas wares.
The Christmas in July brand is firmly embedded in the calendar. This year quite possibly the largest number of retailers hosting them are all worth visiting, from a journalistic perspective, for that one nugget item you can be first to talk about on your website, to getting treated to mince pies and mulled wine out of season.
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