You might have to rub your eyes and wonder if you really do need to go to Specsavers. But no, there’s no mistake.
We’ve just been enjoying an Indian summer, and Halloween is still a full month away, but take a walk today down certain aisles of your local supermarket and there is a good chance you will see them.
Mince pies. Selection boxes. Christmas cakes and puddings. And just in case you think they were put there by mistake, they are surrounded by distinctly seasonal displays.
Tesco seems to be quite actively engaged in the practice, judging by the reports on Twitter, Facebook et al and readers who have posted photographic evidence to satirical news websites.
Indeed, as reported in this paper, Tesco had rolled out its selection boxes and tins of sweets in early September — when there was still over 100 shopping days to go to Christmas. The supermarket chain said it had been doing this for the last four or five years.
Other supermarkets, including Supervalu, hinted that their Christmas campaigns would be starting soon.
But as well as the supermarket aisles, Christmas lights have been spotted in Limerick city centre, while a large inflatable Santa is reportedly atop a hotel building in west Dublin.
Faced with difficult trading conditions, traders here seem to have decided that Christmas needs to start even earlier.
1 But why? It’s still three months away.
“Retailers have had a very difficult trading year thus far and they are now relying on the Christmas season to buoy up sales,” says Fionnuala Carolan, editor of grocery trade magazine Shelflife.
Industry figures show that the Irish grocery market has fallen 0.5% in value on this time last year, so retailers know they have to try and take advantage of any way they can to make up lost sales, she said.
Susan Birrell of Deloitte says: “Based on CSO figures recently released, which show that retail sales fell by 3.6% in August, retailers may be trying to pull back some of sales from over the summer months by making Christmas products available earlier.”
2 Okay, fair enough, they have to try. But do they have to try so early?
Stephen Wynne, editor of another grocery trade publication Checkout, says: “I agree, it does seem very early, but if you talk to retailers they will tell you it fits in with people planning their shopping in advance.
“Just as people might budget for the weekly shop, they will argue that there is a certain demographic that will plan Christmas shopping in advance.”
He says it is also worth noting how major retailers increasingly try to build ‘events’ around certain times of the year, such as Halloween and Christmas. “Big events generally have long lead-in times,” says Wynne.
3 Well, I’m still keeping my money in my pocket for now.
It certainly may be too soon to tell if retailers’ efforts to push Christmas trade even earlier this year will have the desired effect, but consumers probably won’t be tempted to spend more anyway, says Birrell, who oversees the research for Deloitte’s annual Christmas spending survey.
“One of the trends that we have seen from the annual Deloitte survey of Christmas spending over the last number of years is that consumers have been diligently sticking to their Christmas budgets, and these are unlikely to increase significantly this year,” she says.
“People will still have the same amount of money to spend.”
4 But if I do my Christmas shopping now, am I likely to get better value?
This is the big question. On the one hand, some smart shoppers are now planning to do the trick of holding back on their Christmas shopping until the last minute because so many shops last year started their January sales before Christmas.
“The temptation to hang on for a bargain has long been a feature of Christmas shopping in Ireland, with people holding out for Christmas Eve buys at January sale prices,” says Birrell.
On the other hand, some retailers may also be planning more promotions and sales in the coming weeks than they normally would at this time of year, mainly because consumers now expect them.
“Increasingly, retailers are more flexible in their strategies, and so increased promotional offers and discounts may well be more prominent throughout the entire festive season,” says Birrell.
“Retailers have recognised that consumers are determined to get the value they expect, and will shop around to do so.”
5 Besides the advantage of getting it out of the way, is there much point in buying Christmas stuff early at the full price?
A quick visit to our local Tesco, Supervalu and Dunnes Stores shows that stocking up on Christmas-themed items is a false economy unless they are actually discounted.
In Tesco, there is a whole aisle dedicated to Christmas confectionary with 850g tins of Roses/Heroes/Quality Street retailing at €6 instead of around €12. Even in the toiletries section there are ’3 for 2′ offers on gift packs of aftershave or perfume.
There are some similar offers in Dunnes and Supervalu (mainly the half-price 850g chocolate/sweet tins), but no seasonal displays just yet — thankfully.
Your favourite mince pies can be bought anytime from your local supermarket, so do look out for a useful discount if buying early.
For non-food items, buying early may only make sense if you’re buying online, as you won’t have any delivery issues.
6 I would like to support my local traders, though.
Well, the good news is that some local retailers are already thinking up Christmas loyalty promotions to try to encourage shoppers to stay with them from now until the end of the year.
According to Carolan, the owner of a Gala store in Co Kerry is offering its customers a free turkey and ham this Christmas if they fill in a loyalty card between now and then.
“Within two days of launching this promotion, sales had picked up in the store,” she said.
“Consumers are constantly chasing value these days, and retailers are responding in any way they can.”
Early shopping pros and cons
Pros
1 No panic buying, less stress
2 More time to plan what to buy, so less likely to go over your budget
3 You’ll come up with better, more spontaneous gift ideas because you’re not under pressure
4 More time to make stuff, including home-made gifts
5 More time to enjoy the festivities, see friends and family and soak up the atmosphere
6 Santa and his elves get more time to fulfil orders
Cons
1 More time to stress out about what to get people
2 The longer you have, the more presents you might end up buying (particularly if you have small children or relatives)
3 You’re reinforcing the commercialisation of Christmas by shopping so early
4 No one wants the homemade gifts anyway
5 More chance of irritating others around you with your smugness
6 More chance of friends or family finding the presents you’ve hidden
- John Cradden
This article first appeared in the Irish Independent

Self-assessed tax returns: DIY or use an agent?
Like visits from the grim reaper, there is never a convenient time for taxes. But for the nearly 300,000 among us who are self-employed, as well as the many thousands more who have non-PAYE sources of income to declare, it’s not like you haven’t been warned.
The tax-return deadline date of October 31 is well flagged every year by the decent folk at the Revenue Commissioners and, thanks to the ROS (Revenue Online Service) website, those who file online instead of by snail mail benefit from another two weeks’ grace.
But doing your tax returns is likely to be among those jobs that you might perpetually put on the long finger, with the risk that you may miss the deadline and have to pay financial penalties.
According to recent research by tax-return specialist firm taxback.com, about 20% of self-employed taxpayers are expected to miss the pay-and-file deadline.
If you do file late but within two months of your deadline passing, there is a 5% surcharge on the amount of tax liable, subject to a maximum of €12,695. If you’re more than two months’ late, a 10% surcharge kicks in, with a maximum fine of €63,485.
1 Can I not just get an accountant to do it?
Of course, and you certainly wouldn’t be the only one. The Revenue tells us that of the nearly 430,000 tax returns (forms 1 and 11) filed for 2009, more than 345,000 — or 80% — of them were filed through an “agent”. This means that only about 80,000 of us would file the returns ourselves.
However, if you are only submitting all the necessary information to your accountant the day before the deadline, then don’t expect him or her to be able to file the return in time. This is the busiest time of the year for them, after all.
Many will ask that you file at least a week or two before the deadline, but preferably much earlier. Most firms will file returns online, which means they would have until November 15 to file.
2 I’ve never filed a tax return myself before, but is it possible that I could end up paying more tax than I should because I made a mistake or overlooked something?
“Every year, a lot of people make mistakes on their tax returns, which means they often end up having to get an accountant to look over their tax return in the end,” says Christine Keily, senior personal tax manager at taxback.com. “It saves time and money to use a professional at the outset.”
Anthony Casey of accountancy firm Noone Casey says many self-employed people make mistakes when calculating the tax-deductible expenses.
“A good accountant will advise on the correct expenses to be charged,” he said. “For example, many self-employed or small company businesses operate from the family home.
“The accountant will advise on the level of household utility bills that can be used to reduce the taxable profit of the business.”
Most accountants will probably make similar pitches, but working with one might not be a bad idea if you’re doing it for the first time. They can also help navigate you round the tricky issue in 2011 of how to apply the new Universal Social Charge (USC) to your preliminary tax.
If your tax affairs turn out to be fairly straightforward, then you could try doing it yourself the next time.
3 How much would I expect to pay an accountant to do it for me?
In general, what most accountants charge for calculating and filing a self-assessed tax return depends on your personal tax circumstances and what you want them to do.
Some firms and individuals charge by the clock, which usually means that while they have a basic fee, this can rise depending on the complexity of your tax affairs and how much correspondence is needed. So while you can expect to be charged at least €200-250 for a simple tax return, it may rise if your accountant has to chase up information from you.
Some firms, such as Early Bird Tax Returns, offer cheaper rates if you can submit all your information before July, August or September.
Other firms offer a flat-fee structure. Taxback.com, for instance, offers a number of flat-fee services ranging from €99 to €400, excluding VAT. “We initially assess the person’s tax requirements and then calculate the cost of filing their tax return,” says Keily.
An alternative to a traditional accountant or firm is to use an online service like Paylesstax.ie, which essentially guides you through the process of filing a self-assessed tax return online yourself, at a fixed cost of €149 including VAT.
“Our online systems are human-proof once you follow the very easy menu systems, so nothing can be overlooked, particularly when rushing towards the end of the tax deadline,” says Cathal Maxwell of Paylesstax.ie.
4 OK, well I’m not self-employed, but I do now have one or two things to declare, plus some tax reliefs to claim too. Should I get somebody to do that too?
You might be surprised to learn that more and more PAYE taxpayers are using agents to do the simple stuff too, according to the Revenue. In 2009, around 240,000 submissions by PAYE taxpayers were linked to an agent.
But unless the idea of even contemplating anything to do with personal tax without lifting the phone to your friendly accountant has you breaking out in cold sweat, our advice would be to do it yourself. It’s not so complicated that you are likely to miss anything that would result in you losing out, financially.
5 Is making simple tax claims really that simple?
In most cases, yes. If you have tax-form phobia, then we might not be able to convince you of that here, but at the very least check out the ridiculously easy-to-use Revenue online portal called PAYE Anytime.
Designed specifically for PAYE taxpayers, you can use this portal to manage your tax affairs in much the same way as online banking can help you manage your bank accounts without having to visit a branch.
Once you have signed up (and more than 615,000 people already have), you can claim most of your tax credits, re-allocate credits between yourself and your spouse, declare additional income, request certain forms and apply for tax refunds, such as health expenses, among other things.
You can even access most of this stuff using your phone.
Case study
Before he retired a number of years ago, Sean O’Meara was chief executive of advertising agency, Young Advertising, for 15 years.
Since retiring, he has undertaken some occasional consultancy work and also built up some income from other sources, so he needed to start filing self-assessed tax returns.
Initially, he used a tax consultant to help him file his returns, as he felt he needed the advice and guidance.
That changed when he came across paylesstax.ie, an online tax-return service that assists users in filing their own tax returns themselves.
Now Sean uses paylesstax.ie exclusively, and has done for the last three years.
“I like it because it simplifies everything for me, guides me through the procedures with clarity and I feel reassured that everything is complete when I am finished,” he said.
It has also saved him a few bob. “I have saved money because I relied greatly on the advice offered, and obviously still do, and for me that’s an important, essential part of the package,” said Sean.
“In a way, you could say that it’s like having a real, live tax consultant on the screen with me, and I need that support.”
This article first appeared in the Irish Independent