This Morning viewers were less than impressed when Ruth Langsford and Eamonn Holmes celebrated Christmas with a special dedicated segment - in August.
But the hosts were reacting to the fact John Lewis has now opened its Christmas Shop early, 120 days before Christmas Eve.
This is the earliest the retailer has ever began selling its Christmas ranges, but it says it is based on a boost in customers searching for the items online.
Guest Emma Kenny showcased various chocolate treats, Christmas tree decorations and gift ideas, in a studio decked out to look festive.
The trio were in what looked like a snowy lodge with Christmas trees, presents wrapped underneath, lanterns, and a pretend backdrop in the window with falling snow.
The discussion also covered advent calendars, months from the date shoppers would want to buy chocolate.
While some viewers were delighted at the festive fun, others felt more "Bah, humbug!" as they complained it was far too early in the year to discuss Christmas, and Halloween had not even passed yet.
One tweeted: "Never in my life will I talk about Christmas in August #ThisMorning."
"Mad that @thismorning would do a piece on mental health then segue into Christmas... Dunno about you but I usually get anxious over Christmas anyway but after this years financial woes i’m really dreading it! Thanks for that surely I’m not alone on this one #ThisMorning," added another.
A third ranted: "I've just turned my telly on and #ThisMorning is on...and they're talking about Christmas...FFS it's only August. That is a joke. I changed the channel straight away."
Others moaned about the price of the Christmas trees, as one tweeted: "£260 for a Christmas tree. Strewth. #ThisMorning."
"Nearly £300 for a ChristmasTree, decorations start at a fiver don’t think so #ThisMorning," commented another.
* This Morning airs weekdays on ITV at 10am
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