It is not the Netherlands if you do not start things very very very early.
Everything always starts at least 2 months before it is due. Shops will start selling Christmas stuffs at the end on October and by Christmas you will see a lot of hearts and romantic stuffs being sold in shops for the Valentine's Day.
Intratuin, for example, started their Christmas show (a floor especially dedicated to selling Christmas stuffs) 2 months before Christmas is due.
These photos were taken at the end of October this year.
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