Working backwards from the moment a gift needs to be ready tells a different story to what the calendar suggests. Products need to be filled, assembled and packaged before they can be photographed, listed or handed over. That process takes time, and it runs on top of everything else already on the schedule.
Retailers start receiving Christmas stock in October. Corporate gifts need to be ordered, assembled and distributed before the holiday period begins. Artisan producers selling at Christmas markets or online need their packaging in place before production starts. Every one of those timelines points to September as the moment to act.