IT'S THAT time of year again when you can no longer hold out. You've had months listening to the cries of: "Mummy, I want" and "Daddy, can I have?" as you tried to leave the shop without losing wads of your hard-earned cash.
But if you take notice of your kiddies' demands your Christmas shopping will be much easier.
Will it be traditional gifts and games that fill your little ones' stockings, or trendy new toys such as the brash Bratz dolls that lie under your family's Christmas tree?
The Observer took a look to see what's leaving the shelves faster than you can say huge personal debt.
"It's definitely a time for nostalgia," said Mark Hope, home and leisure manager at Asda Accrington.
"Lots of traditional toys are doing very well. Anything associated with films or television programmes will do well, such as the Spiderman figures.
"It's noticeable that shopping starts a little earlier every year. It's natural that shoppers want to avoid disappointment, so they hit the shops to make sure they get what they want."
Barbie, who recently celebrated her 45th birthday, doesn't feature in this year's list of top 10 toys compiled by the Toy Retailers' Association.
She has been eclipsed by other well-known figures such as the Teenage Mutant Ninja Turtles, the Cabbage Patch Kids, and Tamagotchi - the virtual pet who you care for as best you can.
But this year's must-have is the Bratz doll collection. Come Christmas, according to reports, every young girl worth her salt will be lost in the magical world of Bratz. They are make-up- caked, fashion-obsessed characters, sort of Bratz by name and by nature.
"They are very popular," said Louise Wilson, deputy manager at Woolworths in Accrington. "They're for children aged eight and over, and there's a good selection of dolls and presents from £12.49 to about £49.99. But they are followed closely by lots of other toys and games."
The clamour for the latest fad may depress some parents who would kill for a few more weeks of peace before getting trapped in department stores every spare hour.
For Greg Pope, Hyndburn MP, Christmas has become too commercialised. Last year, he raised the issue on the floor of the House of Commons.
He said: "It was partly light-hearted and was about shops not being allowed to play Christmas jingles in shops before December. I felt very sorry for shop assistants having to listen to Jingle Bells for eight hours a day when it's not even December.
"Christmas comes earlier and earlier every year. People are barely back from holiday before they are being hassled into buying Christmas presents. It's because of secularisation that it's become more about a commercial venture than having any religious significance.
"Consumers don't have to participate, but there is a lot of pressure to conform."
