Supermarkets already in gear for Christmas
Packets of mince pies were on sale at selected Sainsbury's stores for 59p on September 1 - 115 days before Christmas.
This week they were joined by Christmas puddings on a three-for-two deal and 5 tins of Quality Street confectionery. Decorations will hit stores later this month.
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Hide AdMalcolm Pinkerton, from retail analysts Verdict, said: "I think consumers are still hoping the summer hasn't gone."
However a Sainsbury's spokesman said retailers were only responding to consumer demand.
He said: "It helps them spread the cost of Christmas and manage their budgets."