It seems as though the festive season begins to show its sparkle earlier with each passing year.

At least, that’s the impression many are getting.

From TV commercials to store displays nationwide, the signs of Christmas are unmistakable.

However, major supermarkets argue that their holiday promotions and sales are not launching any sooner in 2025 compared to previous years.

“As in past years, we introduced a limited selection of long-lasting Christmas essentials starting in August,” a representative from Woolworths explained.

“This month, we have begun expanding our offerings to include seasonal hams and a variety of desserts. Rest assured, there are still plenty of products yet to be unveiled.”

“We haven’t started any earlier this year; we simply want every customer to have the choice to shop at the pace that suits their budget and matches their enthusiasm for Christmas.”

Meanwhile, a Coles spokesperson said the launch of their Christmas advertising is in line with previous years.

“We’ve already seen strong demand for our festive products,” they said.

“Our first batch of puddings arrived in stores in August, and they’ve proven to be incredibly popular – last year, half our stock was snapped up before December even began.”

“Our customers love indulging in festive treats well before Christmas and more than 50 per cent of our fruit mince pies were sold before December last year.”