It may be just under 100 days until Easter but supermarkets have started preparing early for the next big holiday.
Christmas and New Year are barely in the rear-view mirror and Tesco in Kilmarnock is gearing up for the Spring holiday.
The West Shaw Street Extra store hasn't wasted time getting the Easter stock out with an array of items hitting the shelves shortly after Christmas ended.
Wee Easter eggs and themed chocolate treats are out in force with 90 days until Easter Sunday.
Ironically, the range has been piled next to reduced Christmas stock at the superstore.
According to The Mirror, an expert believes the idea behind getting seasonal stock in early encourages shoppers to buy more than they normally would.
Dr. Cathrine Jansson-Boyd, a consumer psychologist from Anglia Ruskin University, has explained how shoppers think that by buying products in advance they are being "practical" but they actually end up spending more in the long run.
Speaking to The Mirror, she explained: "The reason why [supermarkets] do it is that often [the seasonal items] are on special offers. People are then thinking 'ooh but it's cheap now and if I buy them now, I can store them and keep buying things little by little, then I don't have to pay it all out at the point in time when perhaps I need to buy lots of it'.
"That's the reasoning for why they're doing it - in order to get the consumer to think it's practical for them. However, that is not why they're doing it - if you start buying mince pies in October because you want to put them away for December, you think 'ooh I'll have one' and then you have two and then you've eaten them and then you go and buy a new packet.
"Then as it's coming up to the festive period, you'll buy another one. So it's not because the shops want to start Christmas in October or Easter in January, it's just purely to get people to buy more and little by little you'll spend twice as much."
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