Why Christmas Decorations Appear in Latvian Shops as Early as October

This year, some shops in Latvia had Christmas trees, string lights and other festive decorations on display two days before Halloween. The newspaper Latvijas Avīze asked several of the largest retail chains why the holiday sales season starts so early and whether stores compete over who puts out Christmas products first.

Shoppers prepare in advance

The category manager at "Kesko Senukai Latvia" says many people start preparing for the holidays early, and October displays let them browse unhurriedly and buy what they need gradually. As days get shorter, interest grows in LED candles, string lights and decorative lighting used at home, in gardens and on terraces already in autumn.

Zane Neļķe, communications manager at "Lidl Latvija", says the practice has been in place at the chain's stores for several years and is common elsewhere in the world, where holiday goods are sometimes offered as early as August. The company has observed that shoppers spread spending on gifts, decorations and festive food over several months. By late October, traditional Italian panettone cakes are reportedly popular.

The "Rimi" chain stresses that in Latvia the November national holidays must be taken into account, so it markets Christmas goods more actively around Latvian Independence Day week. This chain also sees shoppers hunting for deals and buying different items at different stores.

No race, but preparation takes time

"Kesko Senukai Latvia" denies that retailers compete with one another. It explains that the date for putting up displays is set centrally for the whole Baltic region, so stores in Latvia, Lithuania and Estonia launch at the same time. Depending on the size of the store, setting up a holiday section can take a week or longer: sales areas must be rearranged, goods placed, demonstration trees decorated and lights hung.

Trends and availability

The assortment combines classics with current trends. Red, gold, silver and white tree decorations, string lights, artificial trees and decorative figures remain constant. "Rimi" recalls that pink once became popular under the influence of the film "Barbie", while in other seasons burgundy shades were preferred.

"Kesko Senukai Latvia" warns that seasonal stock is limited and the most popular collections may sell out before the holidays. After Christmas the displays are removed; "Kesko Senukai Latvia" usually does so in early January.