It often feels like Christmas is rolling around too soon - but it seems things have been taken to a whole new level.
Customers at a B&M Bargains store were stunned to discover there are already festive items on the shelves.
With most still hopeful to see another heatwave in August, some retail bosses have clearly got one eye on December.
The collection of Christmas goods were spotted at Pwllheli, in Gwynedd, earlier this week, NorthWalesLive reports.
Among the first Christmas products to hit shelves were batches of ‘Christmas Candy’, packs of ‘Christmas Snow’, and ‘Christmas eve’ scented reed diffusers.
Shoppers could also pick up a set of Christmas-themed scented candles.
Speaking to NorthWalesLive, one shopper said: "I know shops tend to start selling Christmas things a few months before but this is the first time I've seen them do it at the beginning of August.
"I really was surprised - it's getting earlier and earlier every year.
"I understand it's about making money but is it really necessary to start now? We're still in the middle of the summer.
"A lot of people do like to start buying early and spread the cost which does make sense with gifts, but having festive candles and other merchandise on sale now just seems ridiculous."
For those of us still more concerned about basking in the sun rather than basting turkeys, the Met Office had some disappointing news this week.
Temperature across much of Britain will peak around 23C over the next few days - but many will see the heavy rain continue, according to the Met Office.
Much of the UK is experiencing a late summer surge of fine weather after weeks of torrential downpours.
But heatwaves into the 30s as seen last month are unlikely and it remains unclear if the country has already seen its best weather of the year, said a spokesman for the national agency.
The Met Office's Stephen Dixon told the Mirror this afternoon: "There is still some unusual uncertainty going into the weekend and still plenty to play for for next week."
