9-58 this morning is the exact time that we give up on eating healthily for the festive season.
A new survey suggests that's the moment we'll start tucking into Christmas treats, and it will build up over the next three weeks.
Men are less likely to treat themselves than women, with 28 per cent saying they never have a Christmas treat - compared to 23 per cent of women.
And, the biggest indulgers are those aged 16 to 24 - possibly students home from college for Christmas.
Half of those questioned said a mince pie would be enough to break their healthy-eating willpower.
