It's early-to-mid-November you excitable manchildren. Get a bloody grip.
If your Christmas excitement starts before you could open an advent calendar window, you need to have a serious think about what you're doing with the other 11 months of the year.
But anyway, 'tis the season for companies to start harking back to some timeless, faux-sentimentalist semi-detached Oxfordshire vision of 25 December.
It's always a high production value advert in which some off-the-focus-group-charts-adorable kid makes a generous gesture to his family, before the corporate watermark shows up, to make you feel fuzzy enough in-store to shill out for a stocking filler that won't see the light of January.
They usually work pretty well.
Here's our ranking of this year's efforts with a bit of help from Twitter:
1. Marks and Spencer
The clear winner. They got the cutest kid, and the off-beat-but-slick-but-folksy charm, just right.
The plot is that Mrs. Claus receives a letter from a brother who often fights with his sister, asking for just the right Christmas gift. Mrs Claus goes out of her way.
It's suitably feel-good.
Mrs Claus in a helicopter - #marksandspencers have just produced the best Christmas ad in YEARS.
The plot is essentially a man makes a trampoline for his daughter in the backgarden for Christmas day.
The dog watches two foxes, a badger and a hedgehog enjoy it at night. In the morning, the dog beats the girl to be the first one to enjoy the trampoline.
A real misfire. Makes viewers crack a slight smile, but doesn't tug at heartstrings at all. People also managed to turn it into an unfortunate metaphor for Donald Trump beating Hillary Clinton to the White House.
I will be taking my kitchen equipment purtchases elsewhere this year.