CHRISTMAS puddings were selling like hot cakes at an Exeter supermarket where the festive season has started early.

Sainsbury's in Hill Barton Road, Pinhoe, reported strong demand for the puddings, ranging from the basic, feed-eight delicacy going for £1.09 to the eat, don't drive, large Cognac pudding that steams in at £8.99.

The store had already touched a festive taste bud by launching its deep-filled Christmas mince pies last week — already half price at 59p for a box of six.

Anthony Goss, the store's busy bakery manager was unabashed about starting Christmas early.

He said: "It is not early; really, in fact, the timing is probably about right.

"They are selling really well with the elderly shoppers in particular very keen.

"I know there is often early demand because when I was at our Alphington store the first day they went on sale I had one chap come in and buy 500 of the little ones. He was making up Christmas boxes for our troops in Afghanistan.

"The idea is to let people try them out and taste the ones they like best. A lot of people like Christmas puddings in themselves rather than just for Christmas and it is the same with mince pies."

Pies and puddings are just the forerunner — Christmas cakes are also in and large tins of sweets and Christmas crackers are expected today.

Mr Goss said: "It all helps people spread the cost of Christmas around and we do it bit by bit each week so people can save — it is really going well."

Father Christmas is leaving it a little later for the city centre. He is due to arrive at the Guildhall Shopping Centre at noon on Saturday, November 20, complete with a parade of reindeer, majorettes and acrobats.

Andrew McNeilly, shopping centre manager said: "That's when Christmas officially starts for us — but of course many of our retailers will have other ideas.

"Our Sainsbury's reopens today after a big refit so it will be interesting to see if they have Christmas fayre on offer.

"We also have the new Wilkinson's shop opening in time for Christmas, on October 27."

Exeter's Christmas street lights are due to be switched on Tuesday, November 16.

For many shoppers in Exeter, the benchmark for the start of Christmas is the display windows of House of Fraser in the High Street. This year work starts on October 30, with the Christmas windows at the store unveiled on November 4.

If you've spotted Christmas coming early, call Mike Byrne on 01392 442238.