Easter is 12 weeks away, but much to the bemusement of some U.K. shoppers, Easter eggs are already on supermarket chains’ shelves.

Lucy Lawson, who posted a picture of chocolate eggs in a Co-op store in Settle, North Yorkshire, simply wrote: “I kid you not,” while other opinions differed little from “way too early” to “that’s actually insane.”

“[O]ur stores often have limited backroom space which means products go on shelf when space appears,” a Co-op statement said. “Sales figures show that many customers will buy Easter eggs as soon as they can.”

Tesco and Morrisons, two other major supermarket chains, have likewise been criticized for their speed speed in displaying Easter eggs and bunnies.

John Martin