Marks & Spencer has launched its annual Christmas baubles collection online, featuring decorations inspired by the supermarket's iconic products, but the early release has divided shoppers. The range, which includes a Glass Hanging Gingerbread & White Chocolate Cookie Ornament priced at £8, has already become a #1 bestseller on the website.
Other decorations in the collection include a Percy Pig Tree Topper for £10, a two-pack of Glitter Glass Percy Pig baubles for £10, a glass Big Daddy bauble for £6, and a Connie the Caterpillar Tree decoration for £8. Despite the official online Christmas Shop being marked as 'coming soon', all baubles are available to purchase on the regular M&S website immediately.
Shoppers split over early festive launch
While dozens of shoppers expressed excitement about the launch, with one user confessing she 'wants them all', some customers criticised the timing. @cookinju called the early release 'absolutely ridiculous', while @ChattyPatty wrote on TikTok: 'As cute as these are, can we please not! It's still August!'
@marie noted: 'It's just too early, I'm not thinking about Christmas yet', and @SharonfromSouthend added: 'Just no! It's way too soon for the C word'. The criticism comes as brands increasingly release Christmas stock earlier each year, with Terry's Chocolate Orange already rolling out two festive products despite four months remaining until Christmas.
Other brands follow suit with early Christmas products
Just over a week ago, customers began spotting a massive 330g Chocolate Orange XL tablet on store shelves, and the brand also re-launched its highly popular White Chocolate Orange. These early releases reflect a broader trend among retailers to extend the festive shopping season.
Despite the backlash, many customers appear content with embracing the Christmas spirit early. @Jewels shared online: 'The cookie one is the cutest thing ever! And yes I know it's August, but I'm literally so excited for Christmas this year!' @Wahumgoodie added: 'I'll be spending my pay check in the big M&S for this!'
Marks & Spencer's festive strategy
The early launch aligns with M&S's broader festive strategy, which has previously included school uniform sales and collaborations like the revival of the St Michael label with Aries. The supermarket has also introduced a S'mores Cookie Cup for home baking, indicating a focus on seasonal products across categories.
As the Christmas shopping season continues to start earlier each year, the debate over when festive products should appear is likely to persist. For now, M&S shoppers can purchase the new baubles online, with the cookie ornament already proving to be a bestseller.
