Retailers will tell you the stock is there because theres a demand, if they knew we’d all rather be buying bbqs and sunloungers just now thats what would be on the shelves
Plenty of us can quite happily ignore christmas until its looming over us (either because we’re not that bothered about it or its not something we need to put a lot of effort or planning into). But for some people its a big deal in the sense that they enjoy it, and its a big deal in the sense that its a big undertaking on a small budget.
Not everyone can afford to have a quick trolly dash on christmas eve, it takes weeks of small purchases. Personally I don’t have a big family or friends network to entertain so christmas is quick and easy but for some its quite a big social event and quite a big undertaking.