Courtney Pochin
Published November 28, 2025 12:53pm
Updated November 28, 2025 12:53pm
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B&M shoppers are divided over the new and returning products in stores (Picture: Getty Images)
It’s coming up to Christmas, but you might not realise it if you’ve been to B&M lately.
That’s because the bargain retailer has a new section in their stores across the UK dedicated to all things Easter.
So if you’ve randomly been craving Cadbury Mini Eggs or Creme Eggs, you’ll want to head down there, because they’ve got all the chocolate treats in stock… a good four-and-a-half months early.
And while there are some people who will already be over Christmas and excited to see something different, it’s fair to say many shoppers aren’t very happy about it.
@logan_pops_to_the_shops#bandm #cremeeggs #easterisearly #chocolate
♬ original sound – logan_pops_to_the_shops
Several foodies have taken to Facebook to share snaps of the seasonal chocolate on the shelves, proclaiming: ‘Easter has arrived’.
In response, they were met with people slamming it as ‘bloody ridiculous’.
Becky Gallagher commented: ‘Jesus bloody hell let’s enjoy Christmas first please.’
Similarly, Shant Ara Kevorkian wrote: ‘It’s not even the last week of November. C’mon. Leave them in the back stockroom. No one is interested (well maybe the Biscoff Egg – that’s something new). The others are the same thing which are released every year. Hardly existing.’
Dan Whitfield agreed, saying: ‘Bloody ridiculous, it’s November!!!!’
Amy Strange thought it was ‘bonkers’, while Kelly Rushton joked: ‘Poor baby Jesus. We haven’t even celebrated his birth yet, but we’re revving up to celebrate his death.’
Others said it was ‘absolutely mental’, ‘a p**s take’ and told B&M to ‘f**k off’.
@gempoweredWow! I got mine in B&M! The lady that worked there said they only came in today so if you havent got your hands on one yet! Go go go! @CadburyUK #cadburys #biscoff #easter #newproduct #foodporn
♬ original sound – Cierra | The Perfume Geek
Not everyone was upset about it though, Fallon Lewis claimed the Easter chocolate selection was ‘unreal’ and Lyn Watts added: ‘Ooooh white cream eggs. Love them. Never too early. Should be available all year round.’
A few other social media users admitted they’d be rushing to B&M to hunt for Mini Eggs and the new Biscoff-filled eggs.
Metro has contacted B&M for comment.
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Why is Easter chocolate in shops so close to Christmas?
Ever wondered why Easter chocolate usually gets put out so close to Christmas? Well, it’s a sneaky supermarket tactic, according to an expert.
By putting the products out, it gets you thinking about the occasion in advance, and makes you more likely to buy the chocolate eggs now, for fear that they won’t have any of the ones you want left in stock come April.
You might also think that it’s cheaper and will save you money in the long run if you buy them early.
Psychotherapist Kamalyn Kaur previously told Metro that the Easter chocolate can be a ‘psychological trigger’ for some.
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She explained: ‘Easter eggs being in the shops now is a strategy which can trigger our psychological triggers that encourage us to buy them now.
‘Shops will often strategically introduce seasonal items well in advance of the actual holiday or event to create a sense of anticipation and excitement that can prompt early purchases.
‘Seeing Easter eggs displayed now can serve as a visual or subconscious reminder of the event, which can encourage people to start planning their Easter celebrations well in advance.’
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She added: ‘In some cases, if Easter eggs are displayed earlier or introduced at cheaper prices then it can create a sense of urgency and scarcity encouraging the consumer to buy sooner, fearing that the item might run out or the prices might get higher closer to the holiday.’
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