"ALL the old wholesome customs in connexion with Christmas were to the effect that one should not touch or see or know or speak of something before the actual coming of Christmas Day. Thus, for instance, children were never given their presents until the actual coming of the appointed hour. The presents were kept tied up in brown-paper parcels, out of which an arm of a doll or the leg of a donkey sometimes accidentally stuck. I wish this principle were adopted in respect of modern Christmas ceremonies and publications. The editors of the magazines bring out their Christmas numbers so long before the time that the reader is more likely to be lamenting for the turkey of last year than to have seriously settled down to a solid anticipation of the turkey which is to come. Christmas numbers of magazines ought to be tied up in brown paper and kept for Christmas Day. On consideration, I should favour the editors being tied up in brown paper. Whether the leg or arm of an editor should ever be allowed to protrude I leave to individual choice."
~G.K. Chesterton: All Things Considered.