Everything we are able to anticipate this Christmas – and it might spark an ‘existential disaster’

Are you ready to go-ho-ho with Christmas 2026? Or are you just a sane, normal person? If it’s the latter, we’ve got some bad news – for Britain’s retail sector, it’s already the most wonderful time of the year.

Here Meg Jorsh visits the Big Christmas Press Show for a look at what’s in store…

First of all, a confession. I am not the world’s biggest Christmas fan. It’s not that I don’t like presents, or food, or fun. I’m just disorganised and easily bored and it seems like a lot of hard work.

Having said that, I’m well aware my view’s in the minority. And when it comes to the festive season, no-one is keener than the people running Britain’s high street businesses.

Just ask Gary Wakeman, the managing director of gift chain Menkind. “Christmas is incredibly important,” he says. “Sixty per cent of our sales are done in the last two months of the year, so it’s a really important trading period.”

His blokey stores are launching more than 100 products for the holidays – and that’s where the likes of today’s event come into play. Held at the Business Design Centre, in London, it’s a chance for dozens of companies to lay out their visions of Christmas future.

As you walk through the doors, you’re hit with a blast of Yuletide cheer. It’s quite jarring when you’re still sporting a tan. There’s trio of singers belting out festive favourites, while Santa himself is on hand to pose for selfies.

I take a few deep breaths, fighting the urge to run for the hills. And as I relax into my current reality, what strikes me is how vast a range of businesses these holidays involve.

It’s not just the kids’ shops you might be expecting. There’s hobby stands, confectionary, gift wrap and garden centres – even a display from saucy retailers Lovehoney.

Yes, according to their PR manager Calum McCloskey, we’re nearly at the second most popular time to buy a sex toy. “We get a lot of people gifting for their partners, their friends or even just themselves,” he says.

“Our advent calendars are one of our best-selling products throughout the year, which says a lot when you remember they’re only available from August.”

Goodness, I think. Well, it can be a stressful time to get through. That’s assuming you’re not one of the true Christmas hardcore, living life in a state of full-time festive preparation.

Heading over to the Blue Diamond Garden Centres stand, I meet one of the brave souls living my nightmare. But incredibly, Jacinta Butler seems happy in the role of Category Operations – Christmas.

“There’s ten of us on our team and the majority of us do Christmas all year round,” she says. “We start looking at plans a year ahead and the products arrive in January. You could come and see Christmas in April if you wanted.”

No thank you, Jacinta. I can see the appeal of decking out the company’s 54 locations to look like cosy living rooms, but not until October at the earliest.

Having said that, for the organised among us, there is an advantage to getting in early. For parents like me, it’s a chance to avoid the annual panic of searching for the hottest new toy at the point it sells out everywhere.

Luckily, I know a man who might be able to help. I head to the home of toy brand The Entertainer, where CEO Andrew Murphy has some wise words.

He says: “I think the ones to watch are what we call licensed products – things that feature a character from TV, or movie, or video games. When you combine that with another well-known brand, like Lego, those toys are going to go fast.”

Well, that sounds like excellent advice. I’ll bear it in mind on December 21, when I start my Christmas shopping.

Christmas crackers

Getting in early? Try some of these top picks from our experts…

• Build your own Remote Control Rock Crawler with Menkind’s £45 advent calendar. “At the moment our biggest category is advent calendars,” says Gary.
• Bag a bargain with Lovehoney’s Couples’ Advent Calendar (£149). “You save 69% on the value of the products,” says Calum.
• Express yourself with Blue Diamond’s festive decorations (£various). “We try and create a collection for everyone’s taste,” says Jacinta.
• Treat your inner child with a Meccano Pro Limited Edition Aston Martin Aramco Formula One Race Car Construction Set (£200) from The Entertainer. “That’s already flying off the shelves,” says Andrew.