Sainsbury's selling Advent Calendars as Christmas countdown begins
It's the hottest day of the summer for weeks, with temperatures nudging up to 30 deg C - but at Sainsbury's in Bristol, they are already thinking about Christmas.
For the supermarket chain has just put its first Christmas products on the shelves, 100 days before the big day in late December - vegan advent calendars.
The Sainsbury's in Winterstoke Road, Ashton, has had its own Free From brand of advent calendar, and the Nomo vegan chocolate advent calendar up on the shelves since the weekend, much to the bafflement of some shoppers in the store.
It comes after B&M began teasing their Christmas range last weekend, with the children still not quite back in school from the summer holidays.
The discount food store said it was meeting the demand from people who like to be prepared early for Christmas, and also those who are on a budget and spread the cost of Christmas over the months in the run-up.
And technically, the advent calendar is not for Christmas as such, it's for Advent - it needs to be bought by the end of November, given that you start opening the doors and eating the little bits of chocolate inside from December 1.
Sainsbury's also had an intriguing early addition to its Christmas range, a sort of Christmas Easter Egg thing.
Packaged like an Easter egg, the 'Sid the Snowman' is part of the store's own Free From brand, and promises gluten and milk free white chocolate in the shape of a hollow snowman.