Costco has begun Christmas in July this year, already selling wrapping paper, decorations and other holiday goods in Canada - but not everyone is buying into the idea.
Costco shopper Darian Obrotza says he doesn't have any plans to pick up wrapping paper, at least not until December 24.
"Christmas in July...It's too much. I think it's too early, you haven't even celebrated Halloween. I don't like it."
Meanwhile, fellow Costco shopper Irene Fix, says she's hiding her Christmas purchases under her regular groceries.
Other Costco shoppers, like Dorothy Barkley, say the Christmas goods aren't out of place.
"It's not hard for me to believe at all," said Barkley. "We forget Costco addressed business needs and businesses get ready for the holidays much sooner than residential customers do."
SFU marketing professor Judy Zaichkowsky says it may seem early, but when so many big box stores are owned by U.S. companies, it really isn't that surprising.
"In the United States, Christmas is not the family holiday that it is here. Christmas is an economic time for the retailers to make the money."
Still, Zaichkowsky says, as businesses try to capitalize on Christmas, consumers can also take advantage.
"A lot of people might buy things now when it's not so crazy in the department store — far more relaxed."