This Morning viewers were not impressed as they tuned into Wednesday's show and saw Christmas trees in the studio.
At the beginning of the latest instalment of the ITV show, hosts Holly Willoughby and Phillip Schofield revealed that beauty expert Sarah Jossel was in the studio to host a segment on some of this year's "best" advent calendars.
Sarah talked the hosts through an array of different calendars from stores such as Next, Selfridges and John Lewis.
However, less than half of the options she promoted cost under £100 - with a Jo Loves advent calendar costing £335.
Sarah confirmed that one from Selfridges cost £210 "but is worth over £800", and the calendar from Greener Beauty will set customers back £177.95.
Those tuning in at home couldn't believe the costly segment was being shown and took to Twitter to comment.
"Cost of living crisis. Yet let's bring up Christmas now. What's not to love #thismorning," one person posted.
Another fumed: "F*ck off with Christmas in September, it's traumatising for some #ThisMorning."
Someone else raged: "It isn't even OCTOBER! Cost of living crisis, here's beauty advent calendars for £100+. I swear #ThisMorning love taking the p*ss..... Read the room ffs."
A different viewer added: "#thismorning this is the segment that every year makes me cringe. Especially this year. Kids will be lucky to get a chocolate calendar. Adults will be grateful every month they make their mortgage payment. £200 advent calendars?! I despair."
Another person tweeted: "Who on earth can afford to spend 200+ on an advent calender right now!? Is this a joke? @thismorning #thismorning," while another added: "#ThisMorning just under £800 for all those, I mean seriously."
This Morning airs weekdays at 10am on ITV and ITV Hub.
