When we agreed to collaborate with Retail Week on Christmas in July, we expected a mixed response.
Before the pandemic, Christmas in July was a fixture of the retail calendar. This year, while many were in favour of its return as hopes rise that the worst is behind us, some were against it, particularly certain groups of consumers, different industries and even some journalists, who all thought it was ‘too soon to think about Christmas’ – and made their views clear on social media.
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