A major discount retailer has ignited a festive controversy after shoppers discovered Easter chocolate on its shelves more than three months before the holiday. The Poundland store on St Stephens Street in Norwich has placed items like Mini Eggs, Creme Eggs, and Maltesers Bunnies next to its Christmas stock, a move described by many customers as premature and commercially cynical.
Shoppers Voice Their Disapproval
The early appearance of the seasonal treats, which are part of an 'any two for £3' promotion, has not gone down well with locals. With Easter Sunday falling on April 5, 2026, the display has arrived a staggering 103 days early.
Simon Dade, 69, was unimpressed, drawing a direct comparison to untimely Christmas sales. "It's way too early, it's like selling Christmas trees in spring," he stated. "I don't celebrate Easter and I know it's important to some people, but I don't understand why they have to be on shelves now."
Sue Rose, 71, echoed his sentiment, focusing on the impact on children. "I think it's ridiculous and spoils it for children, especially because it makes it less special if they are available this soon," she said. "I mean, Christmas hasn't even gone yet, and it ruins the magic."
Criticism of 'Brazen Consumerism'
Other shoppers labelled the retail tactic as overtly commercial. Frank Holligan, 55, called it 'brazen consumerism', while Michelle Holligan, 52, dismissed it as 'just silly'. Michelle also raised a practical concern about product freshness, questioning, "It makes you think if they're going to last until Easter if you buy them now."
Sue Rose further suggested that such practices contribute to a loss of traditional seasonal charm in the city, arguing that shops prioritising profit are "part of the problem."
Poundland's Defence of the Early Launch
When challenged about the timing, a Poundland spokesperson offered a light-hearted defence of the strategy. "Some stores have started to give a sneak peek into what’s coming in 2026, but they are also still stocked full of Christmas goodies too," they said.
The representative concluded with a statement likely to divide opinion further, quipping: "To be honest, it’s never too early for a Creme Egg."
The incident highlights the ongoing tension between retail commercial strategies and public sentiment regarding seasonal traditions, with many believing the ever-earlier promotion of holidays diminishes their significance.
