One of the country's top stores is to start its Christmas trading 145 days before the holiday.
Selfridges in Oxford Street will launch its Christmas season on 2 August - its earliest-ever start for the store.
People keen to plan ahead can purchase trees, crackers, fairy lights or even a £500 life-size donkey.
This is really starting to get ridiculous! Any chance of banning all mention of the aforementioned festival until December 1st?