Christmas decorations have been appearing in stores as early as September, and in some cases, even as early as August, such as at the Foir'Fouille market. This trend, known as "Christmas creep," refers to the gradual shift of holiday-related shopping and marketing to earlier in the year. The phenomenon is not new; it dates back to at least 1913, when an article in The Atlanta Georgian noted that people were starting their Christmas shopping earlier each year. In France, a 2002 article in Le Parisien mentioned that by the end of October, toys and other holiday items were already on display in stores. The timing of the Christmas season has evolved over the years, largely influenced by the rise of Black Friday, a major shopping event typically held the day after Thanksgiving in the United States. In recent years, Black Friday promotions have moved earlier, stretching into the entire month of November. Retailers have responded by displaying Christmas decorations and products earlier, often starting in September. This shift is driven by consumer demand, as many shoppers seek comfort and a sense of normalcy through festive symbols, especially during times of economic or political uncertainty. Spreading out Christmas-related spending can help consumers manage their budgets more effectively. According to a study by Cofidis, the average Christmas budget in 2025 was 491 euros, with around 63 euros allocated for decorations. Buying items earlier can ease financial pressure in December, particularly with concerns about inflation and purchasing power. Some shoppers believe decorations might be cheaper in September or want to avoid potential shortages, although there is no evidence that prices are lower at this time of year. Retailers also benefit from early displays, as they can reduce logistics and storage costs by ordering and receiving inventory well in advance. For example, the 2026 Christmas stock was ordered a year ahead of time, manufactured in China, and delivered by the end of summer. This early planning allows retailers to manage inventory more efficiently and ensure that products are available when consumers are ready to buy. The trend also impacts the timing of Christmas-themed television programming, which now begins as early as mid-October, compared to the first days of December in previous years. Overall, the shift toward earlier holiday shopping and marketing reflects changing consumer habits and the evolving retail landscape.