Boots has been ridiculed after announcing its new advent calendars are on sale in the middle of August.
In one of the earliest Christmas-themed pitches to the public so far this year, the health and beauty retailer emailed customers to say they could get the items more three months before they’re needed.
The move has sparked derision from some questioning if the High Street had ‘lost their minds’ by advertising the them while the children are still on their summer holidays.
It came as Britain went through its hottest week of the year, with people flocking to beaches and parks across the country to make the most of the balmy weather.
However, perhaps keen to make the most of anyone yearning for cooler times, Boots sent out a hopeful email to loyalty card customers informing them its advent calendars are now on sale.
Boots sent an email to customers urging them to buy one of its advent calendars in the middle of August
Boots has made an early pitch to festive shoppers by advertising its advent calendars, but not everyone has received it in the festive spirit. Pictured: A Boots store in London
In its message firm said: ‘Open the door to this year’s Advent Calendars.
‘Unwrap a new piece of magic every day with our advent calendars. The perfect treat for yourself, or a gift for that special someone.
‘Get them before they’re gone!’
Some people were not left feeling the festive spirit on seeing the email in their inboxes and took to social media to express their frustration.
One commenter wrote on X, formerly known as Twitter: ‘Really @BootsUK are you serious ? Advertising Advent Calendars in August? Have you lost your minds ?? Cut it out – this is not ok.’
Another added: ‘I’ve just received an email from Boots….regarding Advent Calendars ….its the middle of August FFS.’
One person who was not happy to receive the message said: ‘Get in the bin with this crap, @BootsUK. Christmas is a hard enough time for some of us without it beginning FOUR MONTHS ahead while kids are still on summer holidays.’
One person who posted a photo of the email, added: ‘An email from @BootsUK within the last ten minutes. Advent calendars!!!! It’s 17 AUGUST, and it’s an Advent calendar advertisement!!! I just… no. No, no, no.’
A Boots spokesperson told MailOnline that many customers decide to start shopping for Christmas early.
They said: ‘Back by popular demand, our range of advent calendars launched online earlier this week and will be available for customers to purchase at any point from now until the end of the year.
‘Many of our customers choose to start their Christmas shopping early as a way to spread the cost in the run up to the big day.’
Some disgruntled customers took to social media to complain about receiving the festive-themed advert during the hottest week of the year
Despite the outrage Boots was not the quickest off the mark this year with its Christmas advertising.
A garden centre in London was seen selling Christmas trees and decorations at the start of August, more than five months before the big day.
Summerhill’s in Basildon decided to deck the halls with boughs of holly over five months before December 25th – with the garden centre’s shelves already filled with fake Christmas trees, baubles and Father Christmas figurines.
At the same time the rest of the country was basking in the heatwave as Brits flock to beaches and parks to make the most of the nice weather – which reached as high as 32C in Kew Southwest London.
However, Summerhill’s manager insisted the early decorations are due to high demand which she claims sees some customers travel as far as Scotland to pick up their festive knick-knacks.
Charlotte Harrington, the store’s manager, in words reported by The Sun said: ‘For many, many years now, we’ve opened our Christmas department on the August bank holiday.
‘The stock comes in early and we gradually start putting it out on the shop floor. This is just a small fraction of what we have.
‘But our Christmas displays are so spectacular it takes time to get everything set up, so we have to start early.’
Summerhill’s in Basildon (pictured) has decided to deck the halls with boughs of holly over five months before December 25th – with the garden centre’s shelves already filled with fake Christmas trees, baubles and Father Christmas figurines
The 40-year-old said that the garden centre will keep adding more decorations to its Christmas displays from now until October.
She added that the high demand for their festive products has seen customers ring as early as June and store is already looking at order for Christmas 2025.
Christmas trees and other decorations are traditionally put up on the first day of Advent which is fourth Sunday before Christmas Day and falls on December 1st this year.
However, some people are starting to get in the festive spirit earlier and earlier with many now opting to put up their trees as early as November 1st.
Households are suppose to take down their Christmas decorations by January 6th as superstition claims it is bad luck to leave them up any longer.
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