This Morning viewers were outraged today by a Christmas segment in September.
No one at home would have expected to have Christmas music blaring out of their TV with a staggering 91 days to go until the big event.
There were Christmas tress, baubles and snow on the screens in the studio - and even presenter Phillip Schofield was gobsmacked.
But co-host Holly Willoughby, who was loving the festivities, said: "You know what it doesn't feel wrong."
Shaking his head with horror, open-mouthed Phil replied: "It does."
Holly went even further by revealing that she had some pals round at the weekend to listen to Christmas tunes.
She explained: "On Sunday I had all my girls over for Sunday lunch and we listen to Christmas music. I’m just putting it out there. It felt so right."
With Phil's jaw nearly on the floor, he replied: "This feels so wrong."
Looking towards Sunday Times beauty editor Sarah Jossel, Holly said: "It feel so right and Sarah you agree with me."
Sarah explained that the beauty advent calendars are launching now so need to be snapped up quickly to avoid disappointment.
Phil, who correctly predicted Twitter would be going off on one, actually then had a change of mind.
This Morning viewers took to Twitter to voice their displeasure at the Christmas segment.
One viewer joked: "How long have I been asleep for, swear I went to bed in September??
"Seriously, F**K OFF with Christmas. It's SEPTEMBER," added another.
A third agreed: "F**k off with the Christmas shit. Nout you'll be showing normal people can afford."
"They can f**k off with Christmas!!!!! Its barely even autumn!! Neither wonder folk hate it," said a fourth.
However, there was one person that sided with Holly, who tweeted: "I’m with @hollywills on this one! I can’t wait for Christmas. No it’s only September bugger off"
*This Morning airs weekdays on ITV at 10.30am
