How long will it be before you see mass mounds of Christmas products in stores? The common complaint is that it gets earlier and earlier every year.

This year seems to be setting a new standard. Kmart and Sears — that merged entity of retailing mediocrity — has already launched their Christmas Lane, an online offering of all things Christmas we’re sure to see in their stores in the coming months.

The move has garnered lots of publicity — but it is doubtful that sales have spiked as a result.

Hallmark seems to get a pass on the criticism about early Christmas in stores. Every year during the second weekend in July they hold a much anticipated sales event to kick off their collectible ornament offerings.

Despite the criticism, there is good reason for retailers to bet on Christmas sales during the heat of summer. Die-hard fanatics have reported on Christmas communities online of product widely available on shelves of some Hobby Lobby and Michael’s locations.