To many people, the month of August means sand, sunshine and summer clothes.
But to Selfridges it clearly means snow, shopping and Santa suits.
The department store has opened its Christmas shop at the flagship store on Oxford Street today - five months before the big day - and it's something of a strange confusing dream/nightmare.
Most people on social media seemed quite traumatised by the news.
It's August 1st and Selfridges have already opened a Christmas department ?
-- El (@ElenaClowes) August 1, 2016
OMG did I read that right?! @Selfridges have launched their Christmas shop today??? At least get summer out of the way first. Jeez
-- Nickie (@F1_Girl) August 1, 2016
Selfridges is to open it's Christmas shop tomorrow ! Noooo! Bad enough that shops are selling school uniforms when kids have just broken up.
-- Natalie Gray (@NatalieGrayITV) July 31, 2016
Though others seemed to get right into the spirit.
THE CHRISTMAS SECTION AT SELFRIDGES IS OPEN I AM ALIVE
-- cec (@ronaIdbilius) August 1, 2016
Everyone's moaning about Selfridges opening their Christmas shop in August, and I'm over here like - squuuuueee CHRISTMAS!! ?????????
-- JoinWonderland (@Joinwonderland) August 1, 2016
wooohoooooo!!!!!!!!! Selfridges opens for Christmas... with 141 shopping days to go https://t.co/Imd0z28ciY
-- Lloyd Sampson (@LloydSampson) August 1, 2016
We're siding a bit more with the *bah humbug* lot, to be honest.