With the production of official London 2012 Olympic merchandise closely controlled by licence, shops will have to order products from a small list of official suppliers.
However, with unprecedented demand, many of these suppliers will soon by closing their order books. According to London 2012, if retailers haven't placed their order by the end of February they are likely to completely miss out on any official merchandise.
Although I'm sure that all of the big high street stores will be well aware of this, but many smaller retailers won't be. As someone who grew up near Much Wenlock in Shropshire (the birthplace of the modern Olympics), I know that many of the small independent shops on the high street are hoping for a bonanza year, as tourists from home and abroad flock into the town to enjoy the Olympic experience and the many events being held in the lead up to the Games. It would be a terrible shame if these small shops missed out on this opportunity.
|Much Wenlock High Street|