Despite rumours that have run rampant on social media, Loblaw says its stores will be decorating for the holidays.

In an email statement to CBC News, a spokesperson for the grocery giant said categorically that stores are in fact decorating for Christmas.

"Our stores and customers celebrate throughout the season with festive music and various decorations — from in-store holiday signage … and a calendar of in-store activities like holiday sweater and Elf on the Shelf days," said Loblaw, which operates a number of retailers including Atlantic Superstore in the Maritimes.

"We deck the halls more after Black Friday, but you can already see our holiday commercial on air and the beginning of festive celebrations in stores."

The statement also included photos that show various Christmas decor including a Christmas tree and poinsettias.

In recent weeks, rumours spread on social media platforms like Facebook that Atlantic Superstores were not decorating for the holidays this year, drawing thousands of comments and reactions.

CBC News was also contacted by customers demanding more information.

"I will never set foot in Superstore or any of their affiliated stores again," wrote one person. "That you can count on."

Others posted on Facebook they planned to boycott the chain if they did not decorate for Christmas.

While it's unclear how or why the rumours started, they couldn't be more wrong, the company statement said.

"This is absolutely not the case," said Loblaw.