This is brilliant. I still don't really understand it (a Christmas album from a band who hate religion... in October?) but it's great fun.
I'm not religious, yet I love Christmas music if the season is right. That has nothing to do with it for most people.
Plus it's the last week of October, so Christmas music usually begins soon. December is too late to release a Christmas album. Kelly Clarkson's is the same day as BR.