Speculaas

There is a traditional Dutch type of cake or cookie called Speculaas. It is usually served and eaten by old and young around the festivities of Sinterklaas (Dec 5th). However, the supermarkets start promoting and selling speculaas along with all of the traditional Sinterklaas and christmas candy already now - in September!
I understand that Sinterklaas is earlier than christmas, and the real enthusiasts would like to start preparations and celebrations early, but three months of eating Speculaas???

Photo courtesy: Wikipedia