CHRISTMAS? In September? How soon is too soon?
With three months still on the clock, Christmas decorations are already springing up in retail stores around Bundaberg.
In some shops the commercial symbols of joy, from Christmas trees to brightly coloured baubles, sit alongside gory Halloween nick nacks celebrating spookiness.
Retail giants including Target say they're simply doing it to meet consumer demand.
"This is just our first phase of Christmas,” a spokeswoman for Target said.
"It's not the full collection of gifts yet, just decorations.
"We give our stores until September 28 to set it up and some stores go out earlier than others.
"Most retailers bring out Christmas things at this time of year.”
It's part of a marketing strategy designed to get shoppers in a festive mood.
"It brings it to top of mind,” the Target spokeswoman said.
"Everyone loves this time of year as it starts to get warmer; there are some people that really love Christmas and love to get in early, so we sell out quite early of trees and decorations.”
Christmas enthusiasts, you have the signal.