This Morning viewers were left rolling their eyes, as the show hosted a Christmas segment on Wednesday - three months before Christmas.
They even had a Christmas tree up for the festive item, as the hosts confirmed they would be discussing advent calendars.
To be fair, host Phil was not onboard with having the segment on in September - while co-host Holly was loving it.
Beauty expert Sarah Jossel was preparing to host the section of the show, and was stood by a decorated Christmas tree.
Holly told viewers: "It feels like we've only just packed away the picnic blankets, but apparently now is the perfect time to shop for your beauty advent calendar."
Sarah asked them: "How do we feel? The Christmas tree is up," and the hosts had differing opinions.
Holly replied: "Really happy," causing Sarah to respond: "Me too secretly! It might seem like a long time but the best beauty calendars are available now or coming soon."
But Phillip was far from impressed, and told the pair: "It's not even October yet!"
Holly wasn't going to lose her festive spirit though, telling him: "I really don't care," to which Phillip quipped back: "You'd have it all year round."
Phillip wasn't the only one not so keen on the idea, with This Morning viewers also baffled by the tree and the talk of all things festive happening so soon.
Taking to Twitter, many fans confessed their annoyance over the segment being three months before the big day.
One viewer tweeted: "Advent calendars in September? No. Christmas gets earlier and earlier every year and it gets annoying."
Another agreed, with an eye-rolling emoji: "Christmas tree up in September?"
A third viewer backed this comment, writing: "Advent calendars in September..."
Meanwhile, a fourth fan said: "They're on about advent calendars on #ThisMorning already. We're still in September."
One fan did back Holly though, writing: "I am the same has Holly. I could/have the Christmas tree up all year round. And don't care."
This Morning airs weekdays at 10am on ITV.
