Marks and Spencer food is always a popular splurge at Christmas, but this new product has sold out in so many stores customers are now restricted on how many they are allowed to buy.
But most would-be buyers are finding it impossible to get their hands on it in the first place, and it's reportedly turning up on eBay at inflated prices after disappearing from M&S shelves.
Some shoppers say they have "spent weeks" trying to get hold of it, My London reports, only for new stock to be snapped up in no time.
So, what is this year's M&S 'must have' you ask? It is, of course, the new Christmas light-up snow globe gin.
Whatever they're putting in this stuff, it's either delicious, heavily addictive, or both. But according to one M&S Facebook group, shoppers have had a lot of trouble actually finding that out.
"Hubby trying to get one of these for weeks," one shopper said.
"Went this morning, they told him they had a delivery on Wednesday of 1,500... all gone."
"Again another failing I've been trying to buy it for over a month!!" another added.
Even those who have managed to get hold of it had to show resilience and dedication first.
"I got mine in Blackburn this morning after going in every day for over a week, thanks Blackburn," one shopper said.
The gin liqueur comes in two flavours, clementine and a new flavour, rhubarb. Both contain 23-carat edible gold leaf which creates a sparkly effect, and looks pretty dazzling when shaken in the light-up bottle - just like a snow globe.
Customers across the country have been going so wild for it, with M&S stores declaring it as "Breaking News!!" when they announce new stock on social media.
The craze has now got so out of hand, that staff have been left with no choice but to restrict their gin-obsessed shoppers, limiting purchases at two bottles per customer.
