As the year winds down, it feels like the festive spirit is arriving sooner than ever before. It’s a sentiment many share as familiar Christmas tunes and decorations seem to emerge just a little earlier each year.

Whether you’re flipping through TV channels or strolling through your local shopping center, the unmistakable signs of the holiday season are everywhere, much to the delight—or dismay—of shoppers and viewers alike.

This raises an interesting question: Is the Christmas season genuinely creeping up earlier, or is it merely an illusion fueled by nostalgia and marketing strategies?

According to Professor Gary Mortimer from the Queensland University of Technology Business School, the answer is clear. Yes, indeed, Christmas is coming earlier each year, and it’s not just your imagination.

According to Professor Gary Mortimer of the Queensland University of Technology Business School, it is.

We see Christmas stuff on shelves as early as August or September for operational reasons, Mortimer said.

“That then frees up space in warehouses for summer apparel and all the other stuff that happens after Christmas.”

But in the next few days, we’ll be seeing Christmas decorations and food taking up a lot of space in supermarkets and department stores.

There’s a simple reason for that, Mortimer said.

There is a lot of space in stores set aside for promotional events.

And with nothing major on the calendar between Halloween and December 25, Christmas fills that void.

The space filled with Christmas promotions is often the same space used to display Easter eggs, Mother’s Day merchandise and Halloween decorations.

But there’s also a psychological reason for early Christmas promotions.

“Shoppers will walk past toys, Christmas decorations and Christmas cards four months before they’re willing to purchase,” Mortimer said.

“You’re not necessarily buying them in September or October, but when you’re ready to buy you know exactly where to go.”

And people genuinely are buying Christmas stuff earlier.

Retail figures show people are buying more in November than they are in December.

That’s in large part to the Black Friday and Click Frenzy sales.

But many people are using those sales to buy their presents early for a discount.

“As we move into December, a lot of the Christmas shopping is done, and then December becomes more about food and parties,” Mortimer said.

But the major supermarkets say Christmas marketing and sales aren’t any earlier in 2025 than in previous years.

“Consistent with previous years, we offered a select range of longer-life Christmas essentials starting in August,” a Woolworths spokesperson said.

“We’ve just started rolling out a larger selection this month – including our seasonal hams and many desserts – but rest assured, there are plenty more products still to come.

“We haven’t started any earlier this year; we simply want every customer to have the choice to shop at the pace that suits their budget and matches their enthusiasm for Christmas.”

Meanwhile, a Coles spokesperson said the launch of their Christmas advertising is in line with previous years.

“We’ve already seen strong demand for our festive products,” they said.

“Our first batch of puddings arrived in stores in August, and they’ve proven to be incredibly popular – last year, half our stock was snapped up before December even began.”

“Our customers love indulging in festive treats well before Christmas and more than 50 per cent of our fruit mince pies were sold before December last year.”