It's a truth universally acknowledged that every year, Christmas seems to start earlier and earlier. 'Tis the season to be premature.
But, as it turns out, we could be hurtling towards starting Christmas in a whole different season entirely - summer.
Last year, Quartz brought out the Cristmas Creep Calculator™, which, with a sophisticated bit of data analysis, used all the past dates of when Oxford Street Christmas lights were turned on to calculate the trend trajectory.
This year, they've updated their model, and looks like we're headed to a July Christmas by around the year 2120.
By just 2020, they predict, the Oxford Street lights will have broken the October taboo.
In fact, last year, the lights were turned on on the first of November, which pushed the boundaries and a few buttons, too.
Quartz does point out that this is more or less a British issue, as the Americans have cleverly anchored their festive season to December by hemming it in with Thanksgiving.
And for that, we give thanks.