It's beginning to look a lot like...Easter?
Two days into the new year and hot cross buns are for sale in Queensland's major supermarkets.
But don't worry – a few aisles down from the bread treats you can also find some impressively priced Australia Day merchandise.
Both Woolworths and Coles claim there is nothing unusual about selling hot cross buns in the first week of the year, labelling it standard practice.
It must be – it is part of the Wikipedia entry on the topic, which sourced Channel 7's breakfast program Sunrise for the information.
And both the major retailers have dealt with social media complaints about the early appearance of the buns for the past few years.
But there must be fans - Australians are expected to eat millions of the sticky marriage between currants and bread between now and when Easter falls on April 20.
A Coles spokesman said the chain began selling the buns on New Year's Day, as it did last year, and "customers want to get hold of them as early as possible".
"Last January alone we sold a staggering 7.1 million buns and went on to sell around 40 million in the run up to Easter," he said.
"Clearly customers who would prefer to wait until Easter before buying buns have that choice but frankly with buns this good why would you?"
Just don't expect retailers to sell them as cheaply as the nursery rhyme suggests – city stores had them at 6 for $4.
If you are looking for a cheap festive treat, however, you can still find Christmas cake and fruit mince pies just a few stands over from the hot cross buns for less than $1.