1 December - the first day of advent, a date originally to bring Christmas cheer to all those who celebrate - is this week going viral for all the wrong reasons, especially among people in relationships.
That's because it's reportedly proven to be the prime opportunity for cheating lovers to play away behind their partner's backs?
But why?
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The warning has been issued by relationship experts at IllicitEncounters.com - one of the UK's leading extra-marital dating sites - who used genuine statistics to prove their point.
Having been dubbed 'Cheat-mas' due to its proximity to the festive season - or, last year, 'Unfaithful Friday' - the day describes the sharp increase in infidelity-induced heartache.
A study conducted by the controversial site's resident romance professionals - which involved questioning 1,000 males who were already subscribed - found a staggering 32 percent increase in activity during the build up to 1 December.
And even more concerning, a gut-wrenching 68 percent used this time to actually set up arrangements to meet the person they were cheating with.
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These secret meet-ups were also found to result in further escapades, with 21 percent admitting they'd already lied to their partner about where they'd be that particular weekend.
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The 1 December has been hailed as the last chance for cheats to see their lovers before the chaos of Christmas begins with many cheaters rushing to sort out plans with fellow adulterers for one last final fling before returning to their marriages over the this period.
One Illicit Encounters member, Jon, opened up about his plans to 'celebrate' the day.
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"This is by far my favourite day of the year!" he explained. "In the lead up to Christmas I get dragged around the shops with my wife hunting for gifts for the kids, there are Christmas parties left, right and centre, there’s the school nativity… the list goes on.
"I’ll barely get a second to myself, which makes celebration 10 times more exciting. It’s pure bliss – a moment for me to completely let loose with my mistress before all the stress begins."
The married man and father continued: "This year I’ve actually managed to book a weekend away – I told my wife I have to meet a big client in London because it’s the only time they’re free… and she doesn’t suspect a thing."
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Delving into the phenomenon, a sex and relationships expert at Illicit Encounters commented: "It’s supposedly the most wonderful time of the year, but Christmas is undoubtedly also one of the busiest and most stressful periods for couples.
"From attending endless festive get-togethers to the pressures of gift-buying, Christmas can be incredibly overwhelming for some.
"And, with family obligations taking centre stage, it’s no surprise that people make the most of Unfaithful Friday and celebrate 'Cheat-mas' before the festive frenzy at home."
The expert added: "It’s the last hurrah before all of the chaos begins.
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"So, if your husband’s told you he’s busy tonight or he’s off on a work trip this weekend, you might want to do some detective work to find out what he’s really up to."
Topics: Sex and Relationships, Christmas
Rhianna Benson