Retailers adopt ‘Christmas creep’ by launching holiday sales early

Retailers in Poland and Croatia are increasingly moving holiday seasonal products into shelves much earlier in the year, a trend known as ‘Christmas creep’. In Poland, customers at stores like Action have reported finding Christmas decorations, advent calendars, and tree ornaments alongside Halloween items as early as September.

Sociologist Katarzyna Konkel, head of the research company Omnisense, explains that international retail chains are adopting sales practices from Anglo-Saxon markets to extend the holiday season. This strategy aims to train consumers to purchase seasonal goods earlier. Similarly, in Zadar, Croatia, shopping centers have begun displaying Christmas lights and ornaments while temperatures still reflect late summer conditions.

This shift blurs the lines between seasons, as retailers transition rapidly from summer sales to autumn, Halloween, and then Christmas, often months before the actual holidays.