Shoppers in Birmingham have expressed disbelief and anger after discovering Easter eggs on supermarket shelves mere days after Christmas, nearly 100 days before the holiday.
Chocolate on the Shelves Before the New Year
The seasonal leap was spotted at a Morrisons supermarket in Solihull on Sunday, December 28. Shelves were lined with festive chocolate including Mini Eggs, Smarties Eggs, Crème Eggs, and Kit Kat Chunky Eggs, despite Easter Sunday not falling until April 5, 2026.
This follows reports that some UK stores, including the Poundland chain, began stocking Easter treats as early as Christmas Eve.
'Absolutely Criminal': The Public Backlash
The early appearance was highlighted by local pianist Dr Helen Ingram, who has nearly 40,000 followers. She shared images from her local supermarket on December 27, prompting a fierce debate online.
One of her followers branded the premature stock "absolutely criminal," capturing the mood of many. Another complained, "I detest this. Sick to death of commercialism ruining our celebrations," while a third sarcastically noted, "Because what the nation needs right now is more, if slightly different, chocolate."
A particularly popular plea asked: "Could whoever has the remote please stop hitting the fast forward button."
Supermarket's Defence and the Wider Trend
When questioned about the early Easter display, a representative for Morrisons told the Mirror: "Some stores have started to give a sneak peek into what’s coming in 2026, but they are also still stocked full of Christmas goodies too."
They added, "To be honest, it’s never too early for a Creme Egg."
This incident highlights the ongoing tension between retail commercial strategies and public sentiment regarding the timing of seasonal promotions. For many Brummies, the sight of chocolate eggs alongside leftover Christmas pudding is a step too far in the retail calendar.
