This Morning fans mercilessly mocked a shopper for queueing hours to get into John Lewis to ensure she obtained some essential items... a Mulberry handbag and cashmere jumpers.
Consumer expert Alice Beer had attended the opening of the high street store amid the loosening of lockdown rules.
Alice revealed that she was stunned to see people queueing for hours in the morning, from 7am.
Speaking to shopper Pamela in store, she asked what she was hoping to buy - which happened to be a Mulberry handbag, which has a price tag of up to £1,425.
Pamela also said that she was keen to get her hands on some cashmere jumpers.
Host Phillip Schofield quipped: "Are we absolutely sure that woman can find those jumpers and Mulberry bags?"
Meanwhile viewers brutally took aim at the shopper, with one tweeting: "Mulberry handbag and cashmere jumpers (in summer) yes we all need some of those #JohnLewis #ThisMorning !!"
While another commented: "Gone shopping for a mulberry handbag and cashmere jumpers in the middle of a pandemic, f***ing goals #ThisMorning."
A third wrote: "That woman is shopping for a cashmere jumper - in June! #ThisMorning."
"If you got up at the crack of dawn to go and buy a f*****g handbag or a cashmere jumper you need to have a serious look at yourself #ThisMorning," another commented.
"Does ANYONE GIVE A S*** WHETHER PAMELA GOT HER MULBERRY BAG??? #ThisMorning," one angrily tweeted.
Another joked: " What are you buying from John Lewis today? I’ll go first, some Gucci sunglasses and a Bentley car cover. #ThisMorning."
*This Morning airs weekdays at 10am on ITV
