It's one of the most lucrative sales periods for discount department stores.
But Big W is facing calls for a consumer boycott, after removing the word 'Christmas' from a line of festive trees.
The standard model has been packaged as a "Grand Pine Tree" and the snow-covered version has been branded the "White Forest Tree".
The product release has seen consumers flood its social media pages with complaints and calls for a boycott.
Big W has been forced to issue a statement on its Facebook page.
"Big W is proud of the Christmas ranges and offers we have planned for our customers this year across our entire store.
"The current focus on our Christmas tree packaging does not fully reflect Big W's range of Christmas products which also include decorations, plush and gifts which are labelled on packaging with the word Christmas.
Thanks for taking the time to reach out to us."