Shoppers are divided over whether a Dunedin retailer should be selling Christmas items in September.
A spokeswoman for The Warehouse said the retail group began stocking Christmas items such as advent calendars, decorations, trees, cards, wrapping paper and confectionery across New Zealand, including Dunedin, earlier this month.
"Over the years Kiwis have indicated they want to start planning and budgeting for Christmas earlier, so in line with this we want to offer customers the opportunity to start purchasing their Christmas essentials in advance.''
On Monday, The Star talked to shoppers leaving The Warehouse in central Dunedin about Christmas items being on sale in September.
Former Dunedin resident Christine McFadyen, of Christchurch, said it was too early.
"It's ridiculous, absolutely ridiculous ... it's far too soon.''
Christmas was a difficult time for many people, especially for those, like herself, who had lost loved ones.
Being reminded about Christmas in September "bothers me but I know why they do it - it's all about the money''.
The availability of Christmas items put unnecessary pressure on families to buy, she said.
Braydan Martin, of Dunedin, said the move allowed "keen'' shoppers more time to buy and pay for Christmas items.
But he was sure he would leave his shopping to the week before Christmas, as he had in past years.
Susan Gillatt, of Dunedin, said September was too early but she would buy Christmas items now if she believed they would be cheaper than later in the year.
Retailers should have to wait until after Halloween on October 31 before targeting Christmas shoppers, she said.
When The Star visited the Golden Centre mall and Meridian mall in Dunedin on Monday, Kmart was not selling Christmas items but a spokeswoman said stock was expected soon.
Most retailers spoken to in the malls said they stocked Christmas items from early November.
The only Christmas item Farmers appeared to be selling was chocolates in a red box shaped like a Christmas tree.
Dunedin Budget Advisory Service executive officer Andrew Henderson encouraged families struggling financially to spread the cost of Christmas over the year.
However, retailers selling Christmas items in September were "trying to maximise their share of the Christmas spend''.
"Christmas should be a special time of the year and starting [selling Christmas items] so early could be diluting it.''
SHAWN.MCAVINUE @thestar.co.nz
