BIG W, are you sure you've got your dates right?
It's not even the last week of September yet discount chain Big W in Lismore has started to display Christmas decorations and Christmas Trees for sale.
What is going on?
Visual Merchandise expert Carol Bagaric and director of AUSVM, said we are correct in thinking that September 22 was a little early for decorations.
"We're seeing the date keeps moving forward for Christmas. Once upon a time you would set up for November for a soft launch for Christmas, which really got going in December.
However, Ms Bagaric said these days there seems to be different rules for the big chains and the small independent retailers
"The big chains have changed the game and are taking it to a level it has never been before. I can be shopping on New Year's Day and see hot cross buns and Valentine's Day paraphernalia. It's a proactive yet somewhat aggressive approach in a very competitive market.
"They are pulling out all stops. Some customers appreciate that but in my experience it can be a bit of a turn-off. You've got all these other events to get through before we start to think about Christmas.
Speciality retailers, however, will hold off their Christmas displays until November and December, she said.
"There are so many factors at play here. Some chains don't get to decide when they offer Christmas products it's up to the wholesalers and distributors. I get why the larger retailer might want to be competitive by getting their Christmas stock out first, but I'm not sure how many customers it will attract. If stock hits the store in September, come December it can start to look tired,” she said.