I have to agree, it is disgusting to target children in August about Christmas... and they are targeting children in order to get sales from pester power, which is why supermarkets used to display sweets and chocolate at the till because pester power works. Most don't now due to parent power.
It's not just toys and Christmas cards, I was in Hobbycraft at the beginning of June and I do mean the beginning.... they had four full ranges of Christmas papercrafting stuff out and I have emailed Hobbycraft, they haven't replied... I told the staff how fed up about it I was and their reply was "Well, papercrafters like to get their cards done early." I am a papercrafter and I don't start mine until October, even my abroad cards. I objected and said that they had lost quite a bit in sales as I would have birthday money to spend and there was nothing new for me to buy except Christmas stuff and I objected to buying Christmas stuff before my birthday had even happened which is at the end of June. Selling Christmas stuff nearly seven months before the day is totally unreasonable and just downright greedy.