Hot Cross Buns already!!!!!

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I can't believe it. The supermarkets here in Australia are selling Hot cross buns for Easter already. Apparently they had them ready to go on the shelves for New Years Day. This is ridiculous!! Easter is still more than 3 months away. We have Australia Day and Valentines day before then and I haven't seen any marketing for these occassions. I know it's all to do with marketing but I really don't understand the concept of selling these products 3 months in advance. Tell me, do the supermarkets where you live do the same thing?