I find this to be completely ridiculous. There are many reasons I dislike Christmas, and already having merchandise in the stores in August is a big one.
Hi, Whilst I can completely understand the probable background reasons for you and many others saying/feeling this, from a business perspective I can understand it and I would do it myself without a second thought.
With consumer confidence low, the cogs of industry have been slowed down, by offering discounts to consumers, getting them spending even if it's not vast amounts is HIGHLY beneficial to the bigger economy as a whole. The UK, will be the very last G8/G20 to finally pull itself out of this economic brown stuff it got itself into, getting consumers spending again is critical into there being a successful chance of doing it and hopefully, quicker.
Cheers, DtM! West London & Slough UK!