DESPITE the warm weather outside and many people jetting off to exotic locations Burton businesses are already gearing up ready for the festive season.
Smiling snowmen, jolly Santas, glittery snowflakes and traditional nativity scenes line the walls of card shops such as Clinton Cards and Card Factory in Cooper's Square which boast large displays of Christmas cards.
With 19 weeks to go before the big day, shops are preparing for the onslaught, but many shoppers are not impressed.
Pamela Hunt, from Castle Gresley, said: "It's way too early, it's still warm outside! They should wait until at least October."
She added that parents feel pressure to begin their Christmas shopping earlier and often end up spending more than they'd like to.
She said: "It gets earlier every year and it puts pressure on people to start forking out for Christmas."
And Mary-Ann Roberts of Cumberland Road, Burton, agreed with her.
She said: "I don't agree with it, it's still summer. If it was up to me I wouldn't put them in the shops until after the clocks go back. It's so commercialised now."
The display in Clinton Cards has been out for around a week and is attracting many comments from customers.
A sales assistant said: "It is a bit early but they wouldn't be put out if no-one wanted to buy them."
And despite much of the public not even beginning to think about Christmas, it's not just the card shops that are feeling festive.
Hotels, pubs and restaurants have been advertising Christmas events and meals for some time now.
The Albion, in Shobnall Road, is currently displaying a large banner urging people to book now for Christmas, and Tutbury Castle's brochure is available to download detailing a variety of Christmas packages for groups, as is Branston Golf and Country Club's, which offers Santa's brunch, Christmas lunch and Hollywood-themed Christmas parties.
The Winery in Manor Drive, Burton, sold out for Christmas lunch in June, showing perhaps there are some people that are on board with Burton's eager businesses.
Emily Bennett, of The Winery, said: "We had people on the way out after Christmas dinner last year booking in advance for this year.
"We do normally fill up in advance but it was much earlier this year – last year it was around October time.
"For us to fill up for Christmas in June is crazy, but it's exciting to be involved."
The restaurant is still taking bookings for Christmas parties, Boxing Day lunch and New Year's Eve, all of which are selling out quickly.
As the summer now begins to draw to an end and the autumn sets in, Burton is sure to see more businesses stocking the shelves with festive goods.