Shoppers across the UK have been left baffled after spotting Easter chocolate appearing on the shelves of B&M stores in November, months before Christmas has even arrived. The seasonal surprise, featuring popular items like Cadbury Mini Eggs, has ignited a fierce debate on social media, dividing customers who are either delighted or dismayed by the early arrival.
The Social Media Storm
The controversy began when the Instagram page Sweet Reviews UK shared a series of photos on Sunday, November 23, 2025. The post, captioned "MINI EGGS ARE BACK!", showcased a range of Easter treats, including new Cadbury Biscoff Eggs and Oreo eggs. The page expressed a mix of shock and excitement, noting it felt "too early" but admitting a secret love for the confectionery.
The timing is particularly striking, as the treats were spotted more than 130 days before Easter Sunday, which falls on April 5, 2026. Dozens of social media users were quick to voice their opinions. One person exclaimed, "What is the madness?" while another simply questioned, "It's November?"
A Nation Divided Over Chocolate
The reaction was far from unanimous. A camp of enthusiastic supporters emerged, with one person declaring, "Mini Eggs are the best bit about Christmas, nothing else matters!" Another argued, "Never too early for Mini Eggs!", highlighting a fervent fan base for the iconic candy.
However, a significant number of shoppers criticised the premature stock. One Instagram user lamented, "This really is just stupid on the part of the retailers. We now have Christmas in August and Easter in November." Another complained, "Way too early! Christmas hasn’t even come yet!", calling the practice "utterly absurd".
Why Do Shops Sell Seasonal Items So Early?
This practice of early seasonal stocking is a common strategy in the UK retail sector. Stores put these items out early to maximise sales by extending the selling window and gaining a competitive advantage over other retailers.
There is also a psychological component. Early displays are designed to create a sense of an upcoming celebration, prompting customers to start their shopping early and spread their spending. Furthermore, it helps stores manage their inventory effectively, reducing the risk of being left with unsold goods after the holiday has passed.
This is not an isolated incident; shoppers frequently notice the early rollout of seasonal goods. For example, Morrisons supermarkets were reported to have started selling mince pies in early September. A key concern with selling food items too far in advance is the risk that they could pass their expiration date before the holiday they are intended for.
