Bogof has mused before over the proliferation of National Weeks celebrating anything from potatoes to watercress. But National Carpet Cleaning Day? Who could possibly have designated that for last Thursday? None other than the nice people behind 1001 carpet cleaner. Funny that.

What is the rationale behind such a festival? And why 10 January? It's surely too early for a spring clean. The wine stains and Brussels sprouts from Bogof's carpets are still fresh. This looks to us like a new case of carpet bagging, ie a piece of dubious opportunism.

Talking of opportunism, the celebrity they chose to back the campaign was Anthea "Cadbury's Snowflake" Turner.