Shoppers have expressed frustration after Morrisons began stocking Christmas food and chocolates in stores four months before the festive season. Images shared on social media show displays of advent calendars, selection boxes, and other festive chocolates in various branches.
Early festive displays spark backlash
Many customers took to X to criticise the early appearance of Christmas products, with some saying the supermarket is 'ruining the magic' of Christmas. After a summer marked by heatwaves and dry weather, several shoppers questioned why the festive items could not wait until later in the year.
However, others defended the move, noting that it can be helpful to get ahead with Christmas shopping because it is an expensive time of year, and praised the retailer for being organised.
Selection boxes and mince pies on shelves
UK's Newest Foods reported that "Christmas has landed at Morrisons in August," with selection boxes featuring "six festive treats inside," including Crunchie, Wispa, Dairy Milk, Fudge, Buttons, and a caramel Freddo. Some shoppers said the displays began appearing as early as August 13.
One user wrote: "Is Christmas early this year????? I only ask because I have just been into Morrisons and they’re putting festive food and sweets on the shelves!!! IT’S STILL AUGUST!!!!! FFS!!!!"
Another said: "It's the summer holidays, We had the hottest day of the year recorded 4 days ago and Morrisons are now putting the Christmas chocolates out. What the hell?"
A third commented: "Christmas products on your shelf! In August !!! Come on!!! Talk about ruining the magic! #unbelievable"
One shopper noted they "already have Christmas selection boxes at the tills in Morrisons, we haven’t even had Halloween yet," while another added: "Christmas selection boxes in Morrisons… it’s August!! Are you having a laugh?!!"
Morrisons responds to criticism
In a statement issued to the Telegraph, a spokesman for Morrisons said: "We start selling Christmas products a few months before Christmas, because we know some of our customers like to plan for Christmas in advance."
