Christmas is more than three months away, but some retailers are trying to jump start the holiday season earlier than ever.
"The time between Thanksgiving and Christmas is the shortest I can ever be on retail selling days," said Jan Kniffen, CEO of J. Rogers Kniffen WWE, a New York-based equity research and financial management firm. "The [retailers] have to start early."
Retail giant K-Mart recently released an ad for its holiday layaway program.
K-Mart said the ad, which began running Sept. 8, is a way that "customers can plan in advance in order to take advantage of layaway for holiday purchases."
But some complain the Christmas in September ad is too soon, posting comments such as "You don't need to give kids Christmas overload in September" and "shame on you."
But each year the Christmas ad crush keeps starting earlier. Garden Ridge and Hobby Lobby stores began setting up their Christmas departments on Aug. 1.
Last fall, Target ran its first holiday ad on Oct. 7.
Also, more stores are starting their Black Friday sales, which traditionally began the day after Thanksgiving, earlier and earlier.
Last year, Target, Walmart, Sears, and K-Mart all opened on Thanksgiving.
"We'll always try to get you to come early, pay full price," Kniffin said. "The customers will always say, 'I'm waiting until the good deals at the end,' and if they don't blink, the retailers will."
Like it or not, it's beginning to look a lot like Christmas.