Judging from my inbox, this how retail works towards the end of the year:

October

Only x number of days to go. Buy now.

November

Offers. Buy now.
Black Friday (Actually a full week)
Cyber Monday (Another full week)

December

Buy buy buy.
Offers.
Twelve days of Christmas (despite 12 Days of Christmas being after Christmas)
Limited offers.
Daily specials.
We match everyone else’s one-day sales.
Last order dates – get your orders in now (and hope we don’t use Yodel)
Seriously. You can still order from us. Use next-day delivery!
Orders for Christmas until 7pm tonight!
Still taking orders. Use click and collect!
We can sell you vouchers!

Days before Christmas Eve

Our sale has started.

Christmas Eve

Many more sales start.

Christmas Day

Shop! Seriously! Our sales have started. What else were going to do today? Talk to friends and family?

Boxing Day

A handful of other retailers “finally” start their sales.
Our stores are all open at 4am!

27th December

Further reductions!

New Year’s Day

Have you seen our Easter promotion?