Overview

• B&M has placed branded chocolate advent calendars from Guylian, Dairy Milk Lotus Biscoff, Kinder Bueno and Swizzels on shelves across its UK stores in mid-August.
• A Newfoodsuk Facebook post showcasing the early calendars generated nearly 10,000 comments, with shoppers sharply divided between frustration over premature festive displays and excitement for early planning.
• Priced at around £12 for a Guylian calendar, the products have prompted debate over value as supporters cite cost-spreading while critics say it spoils the summer season.
• Similar early stocking by supermarkets such as Asda and Morrisons earlier this summer drew complaints, but retailers defended the practice as a way to help customers spread holiday spending.
• Despite widespread social-media outcry, B&M and other retailers have made no change to their merchandising, indicating early festive displays will remain part of their inventory strategy.