The Christmas decorations haven’t even been taken down yet but Easter eggs are already on the supermarket shelves.
Although Valentine's Day is the next chocolate-heavy event on the consumer calendar, Easter is already making its presence felt.
Easter Sunday falls earlier this year but is still 12 weeks away on April 1.
Customers have taken to social media to voice their opinions, with many saying they believe March 1 is a reasonable start date for Easter products.
Lucy Lawson, who posted a picture of chocolate eggs in a Co-operative store, simply wrote: "I kid you not," while other opinions differed little from "way too early" to "that's actually insane".
A spokeswoman for the Co-operative said: "Sales figures show that many customers will buy Easter eggs as soon as they can."
A number of customers claim to have seen Easter eggs on sale at Tesco and Morrisons, despite them saying they aren’t selling them at the moment.
Sainsbury’s confirmed it has not started selling any Easter products yet.
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