Moaning about the annual early arrival of Christmas is as tired as mother-in-law jokes, yet it remains a national pastime.
There cannot be anybody in these islands who has not already been involved in a conversation this year about how disgraceful it is that you could buy mince pies in September or crackers as you stocked up for an end-of-season barbecue.
Yet there has been plenty of breathless excitement about last week’s delivery of a stocking full of expensive, carefully made advertisements for the nation’s leading supermarkets and department stores.
Once upon a time the big pre-Yuletide event was the arrival in central London of a giant Norwegian pine but now millions get all giddy about the premier of a schmaltzy advert for a store that I personally only visit once year when the sale is on.
The unveiling of the John Lewis ad is an event which is as important to the digital generation as the Queen’s Speech is to those who stand to attention when the National Anthem is played.
Personally, I don’t get all the fuss - like the majority of sensible folk I have a budget that I am prepared to spend during the festivities and no amount of well shot small screen productions will persuade me otherwise.
It will take more than a fresh faced child and a ponderous reworking of a vintage musical classic to make me part with my hard earned cash,while the sight of the Coca-Cola truck emerging on the horizon of a winter wonderland scene leaves me cold, as do the countless other fancy productions which have been beamed into our living rooms some seven weeks before the big day.
Anybody who sat in front of the telly this weekend will be left in no doubt that the countdown to Turkey Time is well and truly underway and I am not sure if I can take a month-and-a-half of this nonsense.
I am currently devising ways of avoiding repeated glimpses of a grinning Jools Holland while he plugs a German store and the awkward schoolgirl with an obsession with Gingerbread.