It’s that time of the year again – Christmas in July, when retailers show off their festive wares in the summer, whetting our appetites five months in advance.

Heston Blumenthal with Retail Week's Nicola Harrison

Heston Blumenthal with Retail Week’s Nicola Harrison

It’s that time of the year again – Christmas in July, when retailers show off their festive wares in the summer, whetting our appetites five months in advance.

Yesterday was the turn of John Lewis Partnership. The eponymous department store held its event in Victoria House on Southampton Row - a huge space to display yet-to-be launched lines in home, fashion and seasonal goodies. I caught a glimpse of the eagerly awaited exclusive high street range from Alice Temperley and am pretty convinced, as is buying and brand director Peter Ruis, that there will be queues round the block when it launches.

On to sister chain Waitrose’s event after hot footing it across Central London. Heston Blumenthal, one of the grocer’s brand ambassador’s, was already there, fielding questions about his very intriguing new creation - a chocolate covered spherical Christmas cake. It wasn’t ready to try yet - needed time to mature apparently - but no doubt it will prove a winner this Christmas. Who can forget last year’s Waitrose Hidden Orange Christmas pudding which was being flogged on eBay for £250 after selling out?

Both the Temperley and Blumenthal tie-ups are great examples of retailers securing exclusive product to differentiate themselves from their rivals in the all-important Christmas trading period. And clearly it ain’t bad business for eBay either.