Selfridges Oxford Street has opened its Christmas shop selling decorations and stocking fillers 147 days before Christmas – the first department store in the world to open a Christmas shop in July.
The festive shop is located on the fourth floor of Selfridges and offers items such as Selfridges-branded baubles priced at £6, collectible corgi baubles at £50, and festive food and drink.
The shop was opened early to benefit customers who enjoy Christmas shopping early in the year and overseas visitors wanting to take British Christmas decorations home as a souvenir.
Selfridges entire Christmas stock consists of around 130,000 products including 51,000 baubles, 65 lights and trees, and 80 different kinds of Christmas crackers.
Food items have been chosen for their naturally long shelf life with items selected having water, sugar, and alcohol levels that make them suitable for long-term display and storage.
Christmas and home buyer at Selfridges, Eleanor Gregory, said: “The fact that we’re also going to be selling some of our most requested Christmas food lines from Friday for the first time ever, is complementing the Christmas selection we make available in the summer perfectly. This new extension to our usual offer is addressing this growing demand for convenience – domestic customers who love to Christmas shop very early in the year to get it wrapped and taken off their to-do list.”
Selfridges, 400 Oxford St, London, W1A 1AB