Publishers have encouraged retailers to start stocking Christmas magazines now to avoid being hit by potential supply-chain issues over the festive period.

Immediate Media’s managing director of home and lifestyle titles, Marie Davies, told Better Retailing: “People are buying gifts earlier, looking for more sustainable angles and crafting their own.”

The national driver shortage has been affecting the supply chain since June, creating shortages and availability issues across a number of categories.

In recent weeks, retail bosses hinted the issues could continue during the Christmas period.

Davies revealed Immediate is already experiencing production issues with festive titles.

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This included a two-day delay when the free gifts featured in Simply Christmas were held up at Felixstowe in Suffolk.

“Consumers will be turning to Christmas-friendly publications which have started filling the shelves,” Davies said. “They’ll want to continue hobbies they picked up during the pandemic.

“Delays highlight the need for consumers to stock up early on the magazines they want to stock this Christmas. We want to spark inspiration and also help put money back into the economy, too.

“We’ve done a big piece on craft intelligence and there have been so many new entries into the market, and people are spending more money on Christmas.”

Read more about Christmas products and seasonal advice