Christmas has already muscled its way onto supermarket shelves, with the seemingly overnight switch from winter seasonal groceries to full‑blown Christmas displays stunning many shoppers.

Aisles that held everyday pantry items just days ago have been transformed into red‑and‑green corridors, prompting a fresh round of “too soon” reactions from many shoppers who say the holiday creep feels earlier every year.

“I came in for milk and walked into Santa’s workshop. It’s September. Why are we doing this already?” one shopper wrote on social media alongside a photo of a newly stocked Christmas aisle.

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Others chimed in with similar shock, saying the sudden switch felt “jarring” and “way too early”.

However, some shoppers admitted they were tempted to grab a few early Christmas treats.

Christmas products are back in stock at Woolworths and other supermarkets. Credit: 7NEWS

Supermarkets say the timing is deliberate — and driven by demand.

Woolworths acknowledged it “might feel early to see Christmas treats hitting the shelves” but insisted it was no different to previous years.

“A lot of our customers love getting a head start,” the company said.

“Whether they’re trying to spread the cost of the holidays over a few months, locking in their favourite fruit cakes early, or just eager for a taste of festive flavours, there’s genuine interest from day one.”

Woolworths said while some products were already available, the full festive range will arrive closer to December.

Coles said it has also begun stocking some seasonal items such as puddings and mince pies ahead of its full Christmas range, saying the staggered rollout is designed to help shoppers manage rising costs.

“We know Christmas can be a busy and expensive time of year, so we’re gradually bringing the range into stores and online to give customers more time to plan, spread the cost and enjoy a little bit of Christmas along the way,” a Coles spokesperson said.

“We’re keeping a few surprises up our sleeves until we unveil the full Coles Christmas range.”

The early arrival of Christmas supermarket staples comes ahead of the November mega‑sales period when Black Friday and Cyber Monday can offer significant discounts on Christmas gift shopping.

Retailers say it creates a longer, more profitable window for them — and gives households more breathing room as the rising cost of living prices continue to bite into Christmas budgets.