With most people still deciding what to be for Halloween, Kmart has launched its first Christmas ad 105 days before the actual holiday.
According to Advertising Age, the commercial promotes the company's layaway program.
The ad shows a gingerbread man sneaking up on a woman working in an office and a voice over says: "Don't let the holidays sneak up on you, shop early with Kmart's free layaway..."
See the ad below:
Almost immediately, unhappy consumers took to Kmart's Facebook page to complain about airing the ad too soon.
Last year, Kmart's first holiday ad aired on October 28.
Advertising Age says a Kmart spokeswoman said the ad is being "tweaked" and added no further comment.