"Hey, wait, it's still September?"
"So what?! We can start selling christmas-presents now!"
"Yeah, just tell the suckers, ahem, customers that we'll extend the bring-back period until January."
"Yesss, lets go!"
I can only assume that roughly is how the Danish supermarkets "SuperBrugsen" do their advertising-strategy - the commercial I got by mail today has page after page of christmas presents they say you should buy now, before they are gone...
I'm flabbergasted. It's September for crying out loud!