Discount retailer B&M has begun displaying Guylian chocolate advent calendars across its stores, triggering an extraordinary response on social media.
The food blog Newfoodsuk shared news of the festive products on Facebook, generating almost 10,000 comments from divided shoppers.
The post attracted more than 5,000 positive reactions and exceeded 700 shares.
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While numerous customers expressed enthusiasm for the Belgian chocolate calendars, others voiced frustration at encountering festive items before completing their summer holidays.
The debate revealed a stark split amongst British consumers regarding the timing of Christmas preparations.
One commenter protested: "For crying out loud, it is only August! Some of us haven't had our summer holiday yet."
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'I am going on my summer holiday next week, too soon'
|FACEBOOK/NEWFOODSUK
However, others mounted a robust defence of early festive shopping.
"May only be August, but that's only four paydays till Christmas, some people like to spread the cost," one supporter argued.
Another defender stated: "If you don't like it, no one is forcing you to buy it.
"There are all kinds of reasons people start Xmas shopping early, personal preference, budgeting reasons, large families, etc."
Customer responses ranged from delight to dismay at the premature appearance of festive confectionery.
"I saw them putting out Christmas yesterday at B&M. I thought to myself, I am going on my summer holiday next week, too soon," one shopper observed.
McVitie's has launched a 'punchy' new Jaffa Cake flavour
| FACEBOOK/FOOD FINDS UKEnthusiasts of the Belgian chocolates expressed unbridled excitement. "OMG please say this is real, my fave ever chocs," wrote one fan, while another declared: "This is not a drill! I need this!"
Some took a more lighthearted approach, with one commenter joking about enjoying the chocolates "on the beach while wearing my pumpkin costume and Halloween mask".
The £12 price tag prompted mixed reactions from potential buyers. "This is my fave choc but don't think I can justify £12 on a chocolate advent calendar," one shopper admitted.
Several commenters joked about their inability to preserve the calendars until December.
"I'd probably eat them all on the first day," confessed one, while another laughed: "I'd eat them on the way home from the shop lol."
The strength of feeling extended to personal relationships, with one person warning a friend: "If you see this and don't get it for me, you don't love me."
Another dramatically threatened their partner: "If u don't get me this honestly, I will divorce I'm not even messing."
In more news for chocoholics, McVitie's has launched a "punchy" new Jaffa Cake flavour.
Inspired by Japanese treats, it combines a light sponge base with traditional dark chocolate coating and a zesty yuzu citrus jelly centre.
Jaffa Cakes' marketing manager Jessica Woolfrey said: "Jaffa Cakes have always been a firm favourite, and the Yuzu Lemon flavour taps into a trend that's captured foodie taste buds everywhere.
"Punchy and refreshingly tangy, it's a daring take on the original that is set to surprise and delight Jaffa Cake fans."