SAINSBURY’S has started selling Christmas puddings — in August.
The supermarket giant has filled its shelves with the treats despite December 25 being four months away.
Shopper Lydia Rogers, 37, of Woking, Surrey, said: “I’d just nipped into Sainsbury’s to get a loaf of bread when I saw a shelf full of Christmas puddings for sale.
“I couldn’t believe my eyes — my kids aren’t even back at school after their summer holidays.
“I didn’t feel tempted. It’s just crackers.”
Sainsbury’s are stocking six and 18-month matured puds laced with brandy, cider, sultanas and nutmeg.
Some of its branches around the country are also flogging Indulgent Hazelnut and Chocolate Ganache puddings, which are part of the Sainsbury’s Christmas range.
It has beaten last year’s record for early festive food sales. In 2019, it waited until September.
A Sainsbury’s spokesman said: “Like many retailers, we start to stock some festive treats in some stores ahead of the main Christmas period for customers to enjoy.”
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