Kmart is taking a lot of grief for skipping all of the fall holidays and getting straight to the December holiday shopping season.
The retailer is running ads for its layaway program.
Seems like a legit heads up to me, but many consumers see it as starting the shopping season way to early.
Retail analyst Jan Kniffen says retailers don't have much choice, but to start early. She told us, "The time between Thanksgiving and Christmas is the shortest it can ever be on retail selling days. They have to start earlier."
This isn't exactly a new phenomenon. Last year Target ran its first holiday ad October 7th.