Could we not start Christmas in November?

An open letter to fellow marketers and business owners on why the festivities should stay in December

Have you ever wandered into one of those yuletide shops that stays open all year and looked at the staff? Behind the tinsel and twinkling lights, you'll often find expressions that seem to say, "Please turn that song off."

After all, even the most devoted Xmas fan would struggle with an endless loop of festive music 365 days a year.

Which raises a question: are we allowing the same thing to happen to Christmas itself?

Christmas in November dilutes anticipation

I'm exaggerating slightly, of course. But the principle remains. Part of what makes the yuletide special is its scarcity. Anticipation creates excitement. If we start celebrating too early, we risk diluting the very magic we're trying to create. Too much of a good thing is still too much.

Anticipation creates excitement. If we start celebrating too early, we risk diluting the very magic we're trying to create. Too much of a good thing is still too much.

Appealing to those who are fatigued with Christmas

From a marketing perspective, it really won't hurt to hold fire. There is also a growing audience of people who are simply fatigued by the festivities.

For them, the first brand that dares to say "not yet" may be far more refreshing than the hundredth playing Christmas songs ahead of Bonfire Night.

And spare a thought for those who are lonely, grieving or simply struggling. For many people, Christmas is not a time of joy but one of endurance. Extending it by another month only prolongs that emotional burden.

And spare a thought for those who are lonely, grieving or simply struggling. For many people, Christmas is not a time of joy but one of endurance.

No shortage of existing celebrations in October and November

In 2026, a Christmas market in London opened on 1 November. Halloween decorations had barely been packed away before the festive season began.

The irony is that the autumn hardly lacks occasions of its own. All Hallow's Eve, Bonfire Night and Diwali each bring colour, community, food and spectacle to an otherwise cold period. They deserve their moment too.

I have no objection to seasonal markets celebrating a variety of religious and cultural festivals. Between October and February, there's no shortage of occasions to enjoy.

But perhaps tannenbaums, reindeer décor, garlands and certain Mariah Carey songs can stay in storage until the time is right.

Why anticipation matters

Remember being a child and opening the first door of your advent calendar on 1 December? The holiday films hadn't started yet. The tinsel and fairy lights were only just going up. There was a feeling that something special was approaching, and each day brought it a little closer.

The sense of eagerness was part of the magic. Xmas felt exciting precisely because it was fleeting. You couldn't have it whenever you wanted, so when it arrived, it meant something.

Today, we're in danger of stretching the season so far that it loses that sense of occasion. If the decorations appear in every shop, cafe and hotel before the 12th month starts, what exactly are we counting down to? Would it really hurt to hold fire for a few more weeks and let December have the yuletide to itself?

Let's allow Christmas to remain an occasion we look forward to, not something we're exhausted by before it even arrives. The best things are worth waiting for.