It may be a hot, sunny day in July, but Susie Gibson of Asda is in full Yuletide mode as she stands next to a twinkling Christmas tree decked out in à selection of the supermarket chain's bauble range for 2008.

Retailers spend the month in a winter wonderland, showcasing their Christmas collections to the consumer press in the hope that some of their products will make it on to magazines' festive hit lists.