This Morning viewers rushed to social media to complain after the show aired a Christmas-themed segment in the middle of a July heatwave. Hosts Cat Deeley and Ben Shephard presented the extended episode on Thursday, July 9, which ran 30 minutes longer than usual after Loose Women was pre-empted by ITV Racing.
Christmas Segment Sparks Outrage
At the end of the programme, consumer expert Grace Forell joined Cat and Ben to discuss Christmas preparations. “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 offered tips such as using previous Christmas bank statements to set a realistic budget and creating saving pots. However, viewers were unimpressed. “Just stop it now!!! No, do not prepare for Christmas in July in the middle of a heatwave, f*** off,” one person wrote on X. Another added: “Preparing for Christmas... in July! I hate #ThisMorning. Switches off.” A third said: “Go away talking about Christmas in July.”
Viewer Backlash Intensifies
A fourth viewer called the segment “absolutely pointless,” while another commented: “This is just the start... Moment kids go back for new school year #thismorning ram it down your throats every. Single. day.” The show also featured 26-year-old Bobbie-Jo Pritchard, who had nearly finished her Christmas shopping. She explained she starts on Boxing Day to find the best deals and stores gifts under her bed until wrapping them closer to the holiday.
This Morning airs weekdays on ITV at 10am.
