Parents looking to dress their toddlers like Prince George for Christmas may be too late.
The royal toddler was seen wearing a blue sweater decorated with soldiers of a Guards regiment in bearskin hats and red tunics in official holiday pictures released last weekend.
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The "guards" sweater worn by the young prince was on sale at a popular British store for 16 pounds ($25), but quickly sold out.
Not content to wait for retailers to restock, dozens of Christmas shoppers bid on similar second-hand sweaters online Tuesday for a price nearly four times higher.
Other items favored by Prince George in the past have sparked similar online frenzy.