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Saturday, August 30, 2008, 07:30
There may still be 117 days to go until December 25, but Debenhams has already stocked its shelves with the season's festivities.
On August 14 the Lincoln store saw Santa Claus come to town with a sleigh full of crackers, baubles and a selection of greetings cards.
Debenhams spokesman Ed Watson said the store began its four-month Advent calendar to give its customers time to plan ahead.
He said: "Not everyone is in the lucky position to afford Christmas from one pay cheque.
"All we are doing is helping people to spread the cost of Christmas.
"With rising mortgages and the so-called 'credit crunch', it is even more important this year that we lend a helping hand."
But the Reverend David Edgar, of St Mary-le-Wigford Church, Lincoln, believes the season's early invasion loses sight of its true meaning.
"If Christmas starts in August then it loses its excitement by December," he said.
"I'm old enough to remember when October seemed early for shops to be stocking up.
"The Christian origins of Christmas were lost a long time ago."
For more on the early start to Christmas, see Saturday's Lincolnshire Echo.
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