GOOD Morning Britain viewers were furious as Ben Shephard and Charlotte Hawkins discussed Christmas in September. The presenters introduced the segment with Merry Christmas Everyone by Shakin' Stevens playing in the background.
Charlotte even donned a Christmas hat as Ben told viewers that Sainsbury's and other supermarkets were already putting out their Christmas stock.
Andi Peters also chimed in saying: "On my QVC show, we have Christmas in July." However, all the festive talk did not go down well with GMB viewers - who didn't want to talk about Christmas at the beginning of September.
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