Early seasonal merchandise

Years ago, in central Ohio, I couldn't help but notice stores having had to pull the Christmas items off the shelves to make room for the Hallowe'en items, which was enough of a surprise. (Admittedly, in the Philippines, Christmas seems to run from September to January.) A further surprise to me this year in Britain is a religious puzzle: Easter confectionery appeared on the shelves well before Lent. I didn't think Lenten foods of being quite so celebratory. When do people eat their Easter eggs? The clue doesn't appear to be in the name.