Some years ago, I heard a German radio station advertising their next big Christmas event. This was in the second week of January. I told my wife, "I know Christmas advertising is starting earlier and earlier, but this is ridiculous. They're going to jinx it!"
The year was 2020. There was no Christmas that year.
By which I mean, isn't it a bit early to be advertising a Christmas Special? I know shops start selling stuff in late August now, but July, seriously?