Selfridges has opened a Christmas shop in London a record 149 days before the actual holiday. That's a whole five months ahead of Christmas, which is - you'll surely agree - too damn early.
While much of the country basked in record-breaking heat last Thursday, visual merchandisers and shop employees must have been slaving away in a frankly bizarre winter wonderland, setting up the department store's Christmas collection shop.
If you want to get in there early, you can already get your hands on some baubles for £6, or a Santa Claus riding a motorbike for £45.
Seriously though, whether it's July or Christmas Eve, Santa on a motorbike is still a ridiculous thing to spend £45 on.
The store, which has the theme 'Future Fantasy', launched at the flagship Selfridges on Oxford Street in London on Monday, will also sell you a 30cm tall 'Santa Yoga' figurine - whatever that is - and a £2,000 fake Christmas tree.
For £2,000 a Christmas tree should probably be delivered to your door from the wintry climes of Lapland by St Nicholas himself.
At Future Fantasy - which is presumably a reference to a dystopian future where Wizzard's bleak prediction that it will one day be Christmas every day has come to fruition - you can also get a gold velvet crown tree topper for £95.
Oh great, let's get three, eh?
The shop was unveiled by a massive futuristic Father Christmas wearing his traditional furry hat and coat but covered in metallic silver material and shoppers have already been seen passing through.
There's Frida Kahlo and David Bowie style baubles, surfing and rocket riding Santas, basically everything you don't want to see when you're still enjoying the sun in your flip flops and tinted shades.
Apparently, part of the reason for opening so early is to allow tourists the chance to pick up Christmassy souvenirs.
Eleanor Gregory, the Christmas and home buyer for Selfridges, said: "We have so many customers visiting from all over the world, eager to snap up festive decorations and souvenirs on their London summer holidays which they can't buy at home.
"Our summer Christmas shop launch simply addresses the growing demand for convenience Christmas shopping outside the traditional Christmas season from many of our customers.
"They include a large number of domestic customers who love to Christmas shop very early in the year to get it wrapped and taken off their to-do list."
Well, it is obviously working. The shop said that launching in the summertime - it was August 3 last year - translated into record sales when compared with year on year records.
Bah, humbug.
Featured Image Credit: PA