ITV's This Morning faced a wave of criticism on Thursday after dedicating a segment to Christmas preparations, despite the UK being in the midst of a July heatwave. Viewers took to social media to express their frustration, with many switching channels or turning off the show entirely.
Christmas in July Segment Prompts Viewer Outrage
Presenters Cat Deeley and Ben Shephard hosted the extended episode, which ran half an hour longer than usual due to ITV Racing replacing Loose Women. Towards the end of the programme, consumer specialist Grace Forell joined the hosts to discuss why now is the perfect time to start preparing for Christmas.
"Now, there are just 169 days to go until we'll all be stuffing our faces with turkey and possibly drinking one too many snowballs," Cat began. Ben added: "It may be a heatwave outside, but our consumer expert Grace Forell is back to tell us why now is the perfect time to prepare for Christmas. Really, Grace?"
Grace Forell's Money-Saving Tips
Grace outlined several strategies to help viewers save money, including reviewing previous Christmas bank statements to establish a realistic budget and creating dedicated savings pots. However, the advice fell flat with audiences who felt the timing was inappropriate.
"Just stop it now!!! No, do not prepare for Christmas in July in the middle of a heatwave, f*** off," one viewer posted on X (formerly Twitter). Another wrote: "Preparing for Christmas... in July! I hate #ThisMorning. Switches off." A third commented: "Go away talking about Christmas in July."
Viewers Label Segment 'Pointless'
The backlash continued as a fourth viewer described the segment as "absolutely pointless" and a fifth predicted: "This is just the start... Moment kids go back for new school year #thismorning ram it down your throats every. Single. day."
Early Christmas Shopper Featured
During the segment, Cat and Ben also interviewed 26-year-old Bobbie-Jo Pritchard, who had nearly completed her Christmas shopping for the year. "I start usually on Boxing Day, and I know some people will think that's a bit insane, but that's when you can start getting the perfect deals. And then January sales [is] when I go into the shops, and just throughout the year, I'm always looking for the best bargain," Bobbie-Jo explained.
She added: "I tend to pick up bits and bobs that I think are more stocking fillers and things like that first. And I sort of throw hints throughout the year and it does get to a point where at the end of year if [my family] don't like what I've got them, well [makes shrugging gesture], I guess." Bobbie-Jo revealed she keeps most presents under her bed and wraps them closer to Christmas to embrace the festive spirit.
This Morning airs weekdays on ITV at 10am.
