Sainsbury's joins Home Bargains, The Range and M&S in selling Christmas stock three months early, but customers fume that it's too soon – so, what do YOU think?

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  • The supermarket branch in Salford has stocked up on items for the festive period
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Customers in a popular UK supermarket were left scratching their heads in bemusement after finding that the store was filled with Christmas stock.

Sainsbury’s in Salford is selling mince pies to customers three months before 25 December.

While some might prefer to get a head start on preparation for the festive period, some of the customers in the Salford branch were unimpressed.

One shopper, called Bianca, said: ‘I am boycotting these until 1 December, when they should actually only be on sale for the first time.’

The furious customer went on to question: ‘Good heavens, what has this world come to?’

Sainsbury's in Salford divided shoppers after selling mince pies three months before the festive season

Sainsbury’s in Salford divided shoppers after selling mince pies three months before the festive season

Meanwhile, a different customer called Abigail said: ‘Mince pies aren’t appropriate until the brandy butter is available.’

Shopper Alice chimed into the debate and said: ‘Absolutely not. Mince pies are absolutely vile outside of December.

‘They need the Christmas spirit to make them magically nice for the three weeks around Christmas and New Year.’

While some shoppers found the sight of Christmas items on sale in September alarming, others were excited at the prospect of Christmas coming early.

One the topic, a shopper Katy said it is a practical decision, explaining: ‘I like that shops bring out Christmas stuff early.

‘It means people on limited budgets can buy little and often through the months leading to Christmas.

‘And put things away or freeze if suitable rather than spending in one big go.’

Elsewhere, a customer called Jane gladly added Christmas items to her trolley. She said: ‘We bought some, never too early.’

Pictured: some of the festive decorations and stickers available to purchase in Home Bargains this week

Pictured: some of the festive decorations and stickers available to purchase in Home Bargains this week

The Range has filled its aisles with festive cushions for customers to purchase ahead of Christmas

The Range has filled its aisles with festive cushions for customers to purchase ahead of Christmas

Pictured: Christmas decorations and baubles on display at British store Home Bargains

Pictured: Christmas decorations and baubles on display at British store Home Bargains

Elsewhere, after learning about Sainsbury’s decision, Salford resident Shirley said: ‘Ooh, might need to take a trip to Sainsbury’s.’

The supermarket isn’t the only store to welcome Christmas produce into its aisles, with The Range, Home Bargains, Marks and Spencer, and Harrods also launching festive ranges.

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Do you think it’s too early to buy mince pies?

Do you think it’s too early to buy mince pies?

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While most of us were still sweltering in the height of a balmy UK summer, Harrods geared up for the festive season with the opening of their Christmas grotto.

The luxury retailers started the snowy season four months early after kitting their Knightsbridge store out with a full floor of Christmas decorations.

The high end shop in west London has dozens of trees on offer already with the cheaper conifers going for £1429 un-decorated.

The dearest trees will sell for a whopping £3000 for a fully decorated living room staple.

For those on a tighter budget, a white trophy deer for the hallway will set them back a comparably cheaper, £1800.

Home Bargains has allowed customers to prepare for the Christmas period in September by selling decorations

Home Bargains has allowed customers to prepare for the Christmas period in September by selling decorations

For those keen to do the decorating themselves, even glass baubles retail at a price of £29.

According to Secret London, the retailers open their Christmas store early to ensure there is ample opportunity for fleeting tourists to browse the full selection of festivities.

Customers looking to escape the extreme weather of the August heatwave will be able to cool off at the second floor ice cream parlour before fast forwarding to December at the Christmas grotto.

Elsewhere, Waitrose unveiled its Christmas food range for 2024, and the options are just as boujee as you would expect.

September may have only just begun, but it’s never too early to think about festive food.

In fact, Waitrose say searches for Christmas products are already up 290 per cent from last month and Brits are clearly already in the seasonal mindset.

The luxury supermarket chain has revealed details of 554 products, with 175 new for 2024, set to launch over the coming months.

The delicious menu puts a posh twist on Christmas classics, including the likes of Santa bao buns, crab and brown butter crumpets, and Wagyu sirloin.

Other beloved favourites to feature include treacle pigs in blankets and brown butter frangipane mince pies.

If you’re hosting Christmas this year, or even a party with friends, Waitrose has you covered with a selection of luxury canapés.

Pictured: some of the festive perfumes and candles available in Marks and Spencer in Manchester

Pictured: some of the festive perfumes and candles available in Marks and Spencer in Manchester 

Festive decorations have filled the aisles of Home Bargains three months before Christmas day

Festive decorations have filled the aisles of Home Bargains three months before Christmas day

The Santa bao buns are an adorable and bright option for your Christmas spread, decorated with Santa’s face and tummy, and filled with shredded vegetables and hoisin sauce.

Another option to impress your guests is the crab and brown butter crumpets, topped with a rich crab gratin.

A slightly more unusual pairing is the white stilton with lemon peel and Limoncello for a boozy way to kick of your Christmas meal.

In terms of starters, Waitrose have also given a twist on the classic prawn cocktail by adding rich brown and white crab meat topped with British lobster, and offer a pistachio and apricot pork terrine.

The Christmas mains also have the boujee factor, giving you the option to spice things up from the classic turkey and roast potatoes.

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Waitrose even have a Wagyu beef sirloin joint with a beer malt glaze and shallot, herb and garlic crumb, which they say takes roast beef to the ‘next level’.

Another centrepiece is their blood orange and festive spiced ham.

Waitrose have their traditional range of seasonal sandwiches on offer for a quick lunch in the run up to Christmas.

Maddy Wilson, Waitrose director of own brand, said: ‘Christmas really is the time to shine for food lovers, creating the perfect menu to impress for all festive occasions.

‘With searches on Waitrose.com already rising, it’s clear this is already something they are thinking about.

‘Whether you want options to elevate further or fuss free GOOD food with no prep, we have created a range that ticks the box for everyone this Christmas – we hope our customers love the range just as much as we do!’

And Lizzie Haywood, Waitrose innovation manager, added: ‘Food trends are constantly evolving and our customers love to be able to pick these up in brand new innovations at Waitrose – Christmas is our chance to really have fun and bring as many of the latest trends as possible to our shelves.

‘Whether that’s boozy limoncello through bakery and cheese, luscious luxury with our new Wagyu products or the comforting classic taste of carbonara in party food – there is lots for our customers to explore and get excited about this Christmas.’




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