January Lentenization

One of the phenomenons we're used to is how Christmas music, sales, decorations begin as early as the day after Halloween. What's interesting is how a similar dynamic appears to be happening in Catholic shops. Just two weeks after the end of Christmas season I received an email from Word Among Us with the title "Books to Prepare Your Heart During Lent". Lent is, what, 6-7 weeks away? (I'm still waiting for the email, "Prepare Your Heart During Ordinary Time").