Selfridges flagship store in Oxford Street is the first department store in the world this year to launch its Christmas store.
Almost five months early, the luxury department store has decked out the fourth floor with 50,000 decorations including disco gems, personalised decorations and white metallic and Nordic wood, as well as a visit from Santa Claus. The reason for the early opening is to accommodate customers, particularly international customers that have already begun their Christmas shopping.
Selfridges’ Christmas home and decorations buyer, Geraldine James, commented: "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."
