You don't have to be Einstein to know time bends and warps. At this time of year, without fail, it speeds up. Or at least it seems to.

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If June and July take an eternity to pass, November and December rush past in a flash.

The horse race runs and then the human one begins - the annual sprint towards Christmas and New Year. It occurs on the same date every year but Christmas takes many of us by surprise. And that's despite retailers doing their best to remind us the festive season is coming - and we should turn our minds to boosting their profits.

This year, they got in early. Through October, gingerbread men and Santas fought for shelf space with goblins, skeletons and plastic jack o'lanterns. Reindeer jostled with bats and witches. Holly and spiderwebs went head-to-head.

It's not your imagination. The festive season starts knocking at the door earlier each year. It's called Christmas creep and it's a deliberate retail strategy to cash in on the consumer trend to stock up on presents - to shop early and to shop often, snagging bargains amid cost-of-living concerns.

There's another dimension to Christmas creep. Businesses are tapping into a hunger for escapism from grim times among consumers desperate to see bad tidings replaced by glad ones. Hence the early blitz of ads showing happy families gathering for Christmas feasts, excited kids decorating trees and opening presents.

According to Forbes magazine, consumers aren't passive players in the early Christmas buzz; they're active participants. They're shopping for presents earlier not just because it saves money and nerves but because it makes them feel better. A sprinkle of early Christmas sparkle after a tough year. Works fine - as long as it's only a sprinkle.

The risk with Christmas creep is that it can quickly turn to fatigue, the festivity drained of joy through constant commercial repetition. Too many Christmas ads too early and the poor consumer will be longing for January halfway through November. Also, there's only so much Jingle Bell Rock you can take, only so much Last Christmas by George Michael.

Seeing the centre aisle........

© Canberra Times