B&M Bargains has already filled its shelves with festive chocolates, Santas and decorations, 124 days before Christmas Day, leaving shoppers bemused.
Christmas aisles appear in August
The retailer has become one of the first in the country to deck out its stores with festive favourites, including advent calendars, selection boxes and a festive favourites booze selection. It has three yuletide-themed aisles already in place.
Home Bargains has also started selling Christmas items, and Harrods is already stocking its 2026 Christmas Bear. The move comes as the Met Office warned another heatwave could be on its way in the coming weeks.
Shoppers react to early displays
Shopper Richard Whitaker said: "It's absolutely crazy. The cricket season hasn't finished yet. I haven't even been on my summer holidays and the selection boxes are out."
Another social media user said she had seen Christmas trinkets at a garden centre in Horndean, Hants., adding: "They could have at least waited till after Halloween."
One shocked social media user said: "I love Christmas, but the middle of August is a tad early. Although I suppose it does help those who need to spread the cost over a few months."
Some welcome early shopping
Not everyone thought it was a bad move. One shopper tweeted: "In this economy a lot of us need to start buying early and putting a few bits away each week."
A spokesperson for B&M said: "We know it might seem a little early to be rocking around the Christmas tree, but at B&M we're the gift that keeps on giving! Our Christmas gifting range is already landing in stores nationwide, giving those super-organised shoppers the chance to get ahead of the festive rush. But why wait until December to treat someone special – or even yourself? After all, with gifts that are Big on Magic, Little on Price, there's every reason to start celebrating early."
