In a bid to get the festive season spending on the move, Selfridges has proudly claimed it is the first in the world to unveil its Christmas section, a "record" 149 days before the day itself.
For (just) £100, you can apparently get your hands on a Santa Yoga figurine, meditating peacefully on his yoga mat.
The London department store has reported that their early Christmas launch has previously translated into year-on-year record sales, which is a boost to the retail economy during times of uncertainty.
Whilst we all recover from the hottest day on record last week, it may feel too early to turn our thoughts to Christmas, but Selfridges seems to wish it could be Christmas every day!
Selfridges has opened its Christmas shop for those who want to recover from the heatwave with some wintry seasonal cheer.