Some customers have been left dumbfounded as one Dunnes Stores begins selling Easter Eggs days out from Christmas.
Pictures have been shared on social media of the chocolate sale in the Dublin store with people asking if the chain is joking.
One Reddit user said: "Ah lads, this is really taking the p**s, Dunnes Stores this morning 18th Dec. Jesus is not yet born and they are celebrating the Resurrection."
But it turns out the store is actually joking, or at least honouring a long standing tradition.
JC's in Swords changed hands in the last 12 months and is now part of the Dunnes Stores chain - however a tradition in the family owned shop was selling Easter Eggs before Christmas.
And even with new owners the tradition is being honoured, with the tongue in cheek sale something locals have become accustomed to.
One person said online: "Dunnes keeping the Savage's tradition alive which I think is a nice touch."
Another local explained: "It's been tradition for a good few years. Something happened with their order of selection boxes and they ended up with a pallet of Easter eggs. They've done it ever since!"
If you do actually want some Easter eggs, the store is selling them for €6 each.
