Christmas has arrived earlier than ever, with festive favourites already hitting the shelves at Coles supermarkets across the country.
For the first time, the retail giant is releasing Christmas hams in June – a full six months before the traditional festive season.
WATCH THE VIDEO ABOVE: Coles launches Christmas range six months early
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The move is part of a global trend to spark sales during the slower winter months, with plenty on offer to tempt the taste buds.
“It’s kind of scary actually, I’m in shock,” one shopper said.
Despite a few raised eyebrows, the controversial sight is being increasingly embraced as winter drags on.
Coles spokesperson Jessica Tancred said the timing made sense for the colder months. “The weather is really perfect for enjoying a feast with family and friends.”
Christmas hams hit Coles shelves. Credit: 7NEWS
When asked if they would have a Christmas ham in July, one shopper responded: “I think so.”
The trend started in the Northern Hemisphere to boost retail sales during slower months and is now making its way to Australian supermarkets.
“It’s the same as hot cross buns in Easter, it doesn’t bother me.”
The new Christmas in July range features a classic triple smoked leg ham or ham with smoky maple glaze, along with three varieties of fruit mince pies including apple and rhubarb.
Mince pies are also available. Credit: 7NEWS
However, not all shoppers are convinced. “Christmas ham’s okay but not the others,” one woman said. When asked about fruit mince pies in July, she replied: “No, not really.”
“We’re expecting to sell more than a million fruit mince pie packets between now and December,” Tancred said.
More and more Aussies are joining in on the trend, with social media interest for the festive occasion continuing to rise. TikTok searches were up by nearly 40 per cent for Christmas in July over the past month.
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