Baffled and angry customers have bemoaned the sight of Easter eggs on UK major supermarket shelves – when we still have not reached New Year’s Eve. On Christmas Eve the Express revealed how shocked shoppers reacted furiously after spotting Easter eggs in Poundland on St Stephens Street, Norwich, 103 days early – alongside Christmas stock including reindeer and crackers. 

Easter Sunday will fall on April 5 next year, just over three months away – prompting raging customers to slam the premature stock as an example of “brazen consumerism”. Now Iceland on Dudley Street in Sedgley, West Midlands, is currently flogging a range of chocolate eggs from Maltesers to Dairy Milk and KitKat ranging in price from £1.50.

Meanwhile Morrisons in Solihull was seen selling tonnes of Easter eggs almost 100 days before Easter Sunday, with some customers calling the display “absolutely criminal.” 

Sue Rose, 71, said after seeing the Poundland eggs: “I think it’s ridiculous and spoils it for children, especially because it makes it less special if they are available this soon. 

“I mean, Christmas hasn’t even gone yet, and it ruins the magic. It isn’t like it used to be in the city [at] this time of year and shops doing things like this to get money is part of the problem.” 

Simon Dade, 69, added: “It’s way too early, it’s like selling Christmas trees in spring. 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.” 

Frank Holligan, 55, also denounced it as “brazen consumerism” and Michelle Holligan, 52, said it was “just silly”. 

Social media users also shared photos of Poundland branches elsewhere in the country similarly stocked with Easter eggs and chocolate bunnies.

Another customer moaned: “I detest this. Sick to death of commercialism ruining our celebrations with their overt promotions, which destroy any kind of sacredness attached to the events.” 

One person said: “Ridiculous, no,no,no…too early,” while another added: “Aw give us a break!!!”

Another displeased customer said: “Wtf its not even been the new year yet, go away.” 

Supermarkets including Morrisons, Tesco and Asda similarly riled shoppers up last year when Easter chocolates including Creme eggs and mini eggs went on sale before the new year. 

When pressed on why the Easter stock is on the shelves so early, a spokesperson for Poundland said: “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. 

“To be honest, it’s never too early for a Creme Egg.”