It's beginning to look a lot like Christmas earlier and earlier every year.

Or at least that's how it seems.

In every ad break on TV and on shop shelves around the country, there will be all the hallmarks of the season.

But is Christmas getting earlier every year, or does it just seem that way?

According to Professor Gary Mortimer of the Queensland University of Technology Business School, it is.

We see Christmas stuff on shelves as early as August or September for operational reasons, Mortimer said.

"What happens is our warehouses are under pressure so much they need to get that inventory into stores," he told 9news.com.au .

"That then frees up space in warehouses for summer apparel and all the other stuff that happens after Christmas."

But in the next few days, we'll be see

See Full Page