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.
Though others seemed to get right into the spirit.
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.