An appalled Phillip Schofield was far from impressed at the appearance of a Christmas tree in the studio on Wednesday, while co-host Holly Willoughby was absolutely delighted.
Whether we want to accept it or not, 2021 is hurtling by at a rather alarming pace now, with Halloween just a month away and Bonfire Night a week later.
Christmas cards and gifts have been in the shops for a while now but, one person not ready to embrace the festive spirit quite yet is ITV star Phillip.
At the start of the show, as well as discussing Tuesday night's Bond premiere, attended by The Duke and Duchess of Cambridge and leading man Daniel Craig among many others, Phillip and Holly were joined by by beauty expert Sarah Jossel, who was flanked by a Christmas tree.
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Teasing why Sarah was in the studio, Holly said: "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."
As the camera cut to Sarah, she said: "How do we feel? The Christmas tree is up!"
After Holly replied: "Really happy," Sarah responded: "Me too secretly! It might seem like a long time but the best beauty calendars are available now or coming soon."
Not sharing in their enthusiasm and scrunching his face up, Phillip moaned: "It's not even October yet!"
Holly told him: "I really don't care," to which Phillip muttered: "You'd have it all year round."
Viewers at home were torn on whether it was too early to have a Christmas tree in the studio and be talking about presents.
One tweeted: " @thismorning Christmas Tree 29th September madness," and, also agreeing with Phillip, another reacted: "Christmas tree up in September," alongside a hand over face emoji.
However, siding with Holly, another viewer posted: "I am the same has Holly. I could/have the Christmas tree up all year round. And don't care"
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