Merry Christmas! Brown Thomas opened its Xmas department today

Yes, you read that right. Strap in that grin and grit those candy-cane encrusted teeth: Christmas marketing has arrived.

Merry Christmas! Brown Thomas opened its Xmas department today

Please press your emergency Christmas button now.

Landmark department store Brown Thomas opens their Christmas section in-store today, to the joy, fury, and general bemusement of Irish people everywhere. And just how early is it?

127 days- well over four months early. What madness is this?

Ever since the posh department store started putting their winter wonderland together earlier this week, Twitter users have been providing photographic evidence:

Like this full array of Christmas fare, including stockings:

Or this lovely tree, which has a LONG time to stay green yet:

There’s even a confectionery counter:

And it’s spreading to other stores on Grafton Street:

And it’s not just Dublin - Cork and Limerick are getting in on the festive fun this August too.

The department store told news outlets and those asking on twitter that they’ve opened the section "a few days earlier" than usual, but said they always open some time in August.

The store said they "see many customers coming in from this time," and often sell out of some stock by November.

So - where do you stand?


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