Brown Thomas are kicking off the festive season months in advance as they prepare to open their annual Christmas Shop on Thursday.
There may be still 132 days till Santa's annual visit but it will feel a lot like Christmas in the retailer's Dublin, Limerick and Cork branches from tomorrow.
And model Sarah Morrissey will be on hand to showcase a selection of the most exquisite decorations, Christmas trees and unique gifts on Level 3 of the Grafton Street store.
Last year, Brown Thomas began their festive preparations in August, putting up decorations and hiring temporary staff for the festive rush.
And it looks like the trend is set to continue.
Brown Thomas buyer Edel Woods told The Irish Sun: "We get mixed reactions but we do get a lot of positive reaction as well.
"We have customers in from overseas who like to take something home with them, things they won't be able to get anywhere else.
"There's also lots of customers who do shop early for Christmas and comes in to get the best pick of decorations from the store.
"It gradually builds up and by mid-September when the kids are back at school.
"By mid November we would have started to sell out of a lot of the decorations at that stage."
