It's a debate that surfaces every year: how early is too early to put up your Christmas tree?
Well even those most eager for the festive season would probably agree that one Tesco store in Cambridge has been a bit premature.
Shoppers at the Newmarket Road branch took to social media to express their shock after spotting a 25ft tree being decorated... on August 29th.
But Tesco was quick to clear up the confusion. It said the tree was put up "purely for the purposes of recording a Christmas advert".