To: Rami Baitiéh - Morrisons, Simon Roberts - Sainsbury’s, Tjeerd Jegen - B&M. All top bosses and Company CEO’s

Ban Premature Seasonal Sales

Retailers must adopt more reasonable and respectful timelines for seasonal merchandise. Allow each season and holiday the space it deserves, so customers can fully appreciate them without feeling rushed or overwhelmed.


Why is this important?

Seasonal celebrations are meaningful because they are limited in time. When retailers rush ahead, they dilute the excitement, anticipation, and cultural significance associated with these holidays. Instead of fostering joy, this practice contributes to consumer fatigue and a sense that traditions are being reduced to marketing cycles rather than moments to be genuinely enjoyed.