THERE'S always the rush for this year's must-have present, but according to supporters of the retail trade in Blackburn, shops respond to what people want themselves -- to spoil their loved ones.

Ron O'Keefe, president of the East Lancashire Chamber of Trade, defended what was a very important time of year for traders of all kinds.

"I don't think it's too over commercialised. It is a very good time for all traders, particularly if they are in the business of presents and the like," he said.

"Some people may say it is over commercialised, but it is what people want. It is becoming the norm, to give presents and everything else and so of course it is a good time for traders.

"For the younger people, it is a time to celebrate in other ways and go out and get drunk, so the pubs and clubs are winners there too."

He said the festive season meant spending time at home with loved ones for many, which meant stocking up on food, drink and games to play, but this was something most families enjoyed.

"It is certainly a time for families, especially if you've got kids, so it is a good thing. People spend more time at home, partly because they are off work, which is good."

He added that the only time he felt Christmas had become over hyped, was when children's toy adverts bombarded parents.

"I don't think it is too bad, but television plays a part in it with kids' toys and so on, so the children think 'I want it now'," he said.

Traders said shoppers had so far spent slightly less this year than other years, with one putting it down to the events of September 11, which had put their lives into perspective.

Manager of Woolworths in Blackburn Dave Badrock said: "It seems there is a lot less rush this year, than in past years.

"I don't know if it is related to September 11, but it seems to be a lot less stressful, as people have put things into context.

"The end of November normally sees the panic stage where parents are trying to buy that toy. But it doesn't seem to be as bad this year. I just think this year has been one of those years where people have thought harder.

"Parents are under some pressure, of course, but not too much. If they leave it 'til the last minute, some years they are screaming at you, if you haven't got it."

He added that this year traditional toys such as Operation and Monopoly were hits, with a candy floss maker looking popular.

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