We reckon that people are borrowing against their SSIAs now in order to beat the queues. It's possible people are ordering now ahead of the rush." Fox acknowledges that delays in processing orders are likely if current levels of demand continue once the SSIAs ripen. In order to cope with the increasing demand, the company is moving to larger premises with more room for production: ?That's the effect the SSIAs have had on us."

Woodie's, the country's largest homegrown chain of DIY shops, is also anticipating 12 months of growth, though it's cautious about pinning too many ambitions and projections to the SSIA market. Although it will run promotions over the next year, the chain says it is wary of trying to capture" the SSIAs.

I think we'd be foolish to think we could sway somebody from buying that car or going on that holiday, " says spokesman Peter Dolan. People have their minds made up. They have it on the back of envelopes.

There won't be too many impulse purchases. If Woodie's comes out in the morning with an 'SSIA special', we'd be insulting them."

For all its caution, the company knows that home improvement is high on the national shopping list. Woodie's has already identified three distinctive groups of SSIA holders: first-time buyers who opened their SSIAs under punishing mortgages and debts . . . they'll be spending it quite functionally, on flooring, say, or a bit of decorating"; older people with larger windfalls and fewer debts . . . they'll be a bit more aspirational, that's where we'll sell the patios and the decking"; and the mortgage-free older people, who'll ?do a bit of both. They'll also be buying for their children."

The company has the product ranges ready to go but doesn't expect a sudden surge in sales . . . at least, not one linked to SSIAs. ?We're very weather-dependent here, " says Dolan.

A sunny weekend will do more for us than the SSIAs. Still, the beauty of them is that they mature over 12 months, so you'll get the person buying the deck in June, July, August, but others will have a great Christmas out of it."

And then there are those who might use their SSIAs as a sort of consolation.

I'm sure there were plenty of people who set them up thinking they'd get the World Cup out of them, " says Dolan. I'll bet lots of people thought they'd be going to the World Cup, but as it is, there'll probably be something in it for us."