Christmas decorations are starting to appear at Unichem Pharmacy Waipukurau where owner Charles Nairn says preparations for the silly season began in April.
It was sensible to get a head-start given December was such an important month for retailers, and it was a case of trying to predict the trends, he said.
"The main things we look for are goods with a point of difference that are unique and cool - whether or not you get the right stock is a major determinant of how you go."
This year, he said there was a real push towards organic, non-animal tested or sourced makeup and gift sets were always popular.
"Face masks seem to be trendy this year - we've got some coming in which include an instagram filter, and we are picking a new retro makeup range from The Balm will be popular."