Selfridges has become the first department store in the world to open its Christmas shop at its Oxford Street store, despite there being 142 shopping days left before the big day.
The retailer said it had launched the Christmas shop earlier than usual following demand from “eager” tourists visiting London over the summer.
The first phase of the festive shop has opened on the fourth floor of the department store and spans 3,000 sq ft. The second phase will open in the autumn and will double the area’s size.
When fully opened the store will stock 150 lights and tree options, 120 cracker options, 1,250 different cards and wrapping paper options, 1,300 festive decoration options and 60,000 baubles.
Geraldine James, Selfridges Christmas home and decorations buyer said:
“Despite the summer weather, we’re in full festive mode here at Selfridges. We’ve been working on this year’s Christmas Shop since Christmas last year. We have so many customers visiting from all over the world and eager to snap up festive souvenirs on their summer holidays, which they can’t buy at home. So, we have to make sure we’re ready to showcase Christmas decorations they will truly treasure.”