Despite the fact Christmas is barely out of the way and the New Year is still to come, the Co-op has started stocking up on sweet treats for Easter Sunday on April 12, 2020
Easter eggs have already hit the shelves - more than 100 days before they will be eaten.
The Co-op started displaying its range of chocolate eggs just two days after Christmas.
Several bemused shoppers said the rapid turnaround from the festive period to Easter products was 'ridiculous'.
The shelves in the Southwell Notts., and Cottingham, East Yorks., are among those now stacked with chocolate eggs, bunnies and chicks more than three months until Easter Sunday falls on April 12 next year.
Shopper, Charlotte Donnelly, 33, said: "It's like the shops are wishing our lives away.
"We had Christmas preparations from September onwards and now we're all just recovering from that we're being made to think about April already. It's ridiculous."Image by: Tom Maddick SWNS Image by: Tom Maddick SWNS Image by: Tom Maddick SWNS
Friendly looking Easter bunnies and chicks are being sold on lollies for just a pound and Lindt chocolate bunnies are going for £2.50.
But mum-of-two Samantha Tide, 45, thinks just after Christmas is the wrong time to be promoting them.
She said: "It's so frustrating to be met with all these new chocolates when you're in a shop with your kids.
"All they want are eggs or chocolate lollipops because you can't get away from them.
"I'm partial to a Cadburys Creme Egg myself but not in January when the diet starts. Give me until March or April and I'll definitely be off the wagon and ready to buy one."