Retail chain Wilko was placed into administration earlier this month and despite keeping its stores open in the hopes of finding a buyer, a proposed deal has fallen through.
As such, it's been confirmed hundreds of redundancies will be carried out, directly impacting its support and distribution centres at first.
However, there are fears among its 12,500 staff that more job losses will come if another deal can't be found and the retailer shuts its doors for good.
Despite news of the failed deal only breaking on Thursday, ITV decided to air a segment about the best deals consumers can find on the high street for Christmas.
Presenter Andi Peters and Rochelle Humes were joined by fellow guest presenter and makeup artist Bryony Blake on-screen to go over festive items already on shelves in August.
"I used to wait until Halloween was over but now... it's never too soon," Peters told ITV viewers while Humes agreed: "I'm all for bringing the joy earlier but even for me this is quite early!"
A takeover deal for retailer Wilko collapsed on Thursday
PA
However, Blake defended the segment as she said it was "sensible" to "pre-think things" in order to avoid stressful periods around Christmas by buying now and keeping things aside.
"Also as we know, Wilko is closing down so we'll have lots of amazing closing down sales, like 50 percent off," she also rejoiced.
Blake then highlighted a Christmas tree from Wilko which has been slashed to £22.50 and went on: "All the decorations there too you can get for 50 percent off...
"Which I think is really lovely. I was considering buying one because again I left it too late last year!"
She then went on to peruse over Christmas crackers, fairy lights, mince pies, and garlands other shops are already selling.
After hearing Peters and Humes mull over the savings with Blake, several took to Twitter to slam ITV for airing such a segment given the devastating news of Wilko's closure.
One fan raged on Twitter: "Disgusting of #ThisMorning to be celebrating thousands of Wilko staff losing their jobs because it means you can get a bargain Christmas tree."
Which prompted a second viewer to agree: "I just said exactly the same thing. Disgusting."
And a third echoed: "Exactly! I can't believe she said that. Whole item is disgusting and so out of touch."
LATEST DEVELOPMENTS:
Andi Peters and Rochelle Humes have been filling in for Holly Willoughby
ITV
Meanwhile, others slammed the channel for giving airtime to a Christmas-spending segment in August amid the ongoing cost of living crisis.
Another viewer raged: "How insensitive is @thismorning! Children are not yet back at school. Parents under pressure with uniforms etc and you're doing a Christmas item!??
"Give ordinary working families a break and stop this unnecessary pressure! #ThisMorning."
And a second fumed: "Christmas is a difficult time for many people, why do they have to shove it down our throats in August!? #ThisMorning." (sic)
Humes and Peters helmed the discussion on ITV's This Morning as they fill in for Holly Willoughby who's currently on a break from presenting duties.
GB News has contacted ITV for comment on the segment.
