Phew ... Santa hops off beach buggy and rounds up reindeer

DECK the malls this Christmas season ... Falalalalalalalala ... Blow your cash for no good reason ... Falalalalalalalala.

Yes, with just more than 100 days to Christmas, Brown Thomas staff in Limerick are already singing from the same carol sheet. To hell with Hallowe’en, it’s straight into selling Santas and silver baubles. What matter if the leaves are still on the trees and winter much more than a whisker away.

Goodwill is a year-round commodity and Christmas cheer is always marketable. And after all, the BT sales sharks are looking after your best interests. Nothing scheming or Scrooge-like here. Nothing to do with greed. More like a Christmas wish to help you beat the festive frenzy.