Newsagents usually see Christmas sales of cards and related items kick in early in ember. This year, based on data from several stores in three different states, Christmas seems to have started earlier. Cards are the best indicator and in my own shop Christmas card sales are up 35% on the same time last year and we are down one outlet (our second shop is closed – moving to a new location and underground a complete re-fit). The newsagencies I have spoken with are early-adopters – they have seen the commercial by the majors and went out early with Christmas to capitalise on the market awareness. Sales results prose the early (for newsagents) move to be worthwhile.