I would think that's a promotion of some kind, like Christmas in July, or a gag. No store in their right mind would start Christmas this early. The earliest I've seen it is October, and that's early enough.
I run a Christmas radio station (see link below) that I keep up all year. I reduce my file size to the minimum most of the year, but in September I'll pay to have the limit raised, so I can start adding new songs. People start listening in October. I'm actually looking forward to Christmas already. Not that I'll start decorating now, but the thought seeds are being planted.

I like to think about what I'll do for decorations, what I'll do for my station, when I'll start saving for gifts, etc. As the song says, it's the most wonderful time of the year!