With Halloween and Bonfire Night out of the way, the path is clear to go full-on Christmas.
A key part of the festive build-up is the release of Yuletide adverts from the big supermarket chains.
And today (7.11.19) M&S became one of the first out of the traps with its lavish Christmas advert, provoking a mixed reaction from fans.
The minute-and-a-half advert stars Paddy McGuinness and Emma Willis in a winter wonderland-style food market.
As a choir sings Fleetwood Mac's Albatross in the background, Paddy and Emma are seen walking around various stalls trying out some of the iconic supermarket chain's signature seasonal dishes.
During the advert, they tuck into de-boned turkey with page, sage and onion stuffing, brie en croute and a torched berry Pavlova.
Posting the advert online, M&S said: "Welcome to our winter wonderland: the M&S Food Christmas Market.
"Join Paddy McGuinness and Emma Willis as they meet our very own product developers and try this year's festive food stars. #ThisIsNotJust food… this is M&S Christmas Food."
Despite the magical setting, the scrumptious-looking food and the star power of Paddy and Emma, there was a distinctly mixed reaction on social media.
What is it with these ridiculously expensive adverts?
Shoppers took to Twitter to share their opinions.
One user exclaimed: "What is it with these ridiculously expensive adverts?
"Who the hell watches them? No wonder Marks is in trouble."
But the reaction wasn't all negative.
One user couldn't contain herself.
"I'm drooling," she wrote.
"It looks amazing!"