THIS Morning fans were left fuming today after the show did a Christmas segment on £240 Advent Calendars.
Viewers were unimpressed that the festive feature was airing in September – and outraged by the hefty price tags.
The show's beauty guru Sarah Jossel excitedly talked Holly Willoughby and Phillip Schofield through a selection of beauty calendars at the end of the episode.
While the hosts posed in front of a decorated Christmas tree, festive music blasted out as the segment kicked off.
Many of the calendars cost over £100, with the most expensive £240 and others £199.
However, Sarah insisted that they were all great value for money as you could end up with over £1000 worth of goods.
Angry fans flocked to social media to slam the premature festivities – as well as the out-of-touch costs.
One wrote: "This is where I clock out. I ain't sticking around for something that isn't supposed to come for another three months."
Another seethed: "Nice to see affordable advent calendars on this morning !!! Who can afford these with the economy the way that it is."
A third snapped: "Seriously @thismorning – advent calendars costing £150+ Not really appropriate in current climate".
One more agreed: "@ThisMorning Do you know your viewers ? Ridiculously priced calendars."
One viewer wrote: "Xmas in September should be illegal, its 3 f**king months away man!"
Another moaned: "Beginning to look like Christmas? Yeah, sure – nothing screams christmas like September, leaves still on trees. Get a grip on yourselves."
This Morning isn't the first show this year to include a Christmas segment.
Earlier this month, Good Morning Britain faced similar backlash when the presenters discussed Christmas.
Last week, it came under fire again for playing festive music.
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