A full 143 shopping days before the big day, Selfridges has launched its Christmas shop.
Christmas has came early to the central London department store which has transformed 3,000 square feet of its fourth floor into a winter wonderland filled with festive treasures and decorations.
Even Father Christmas was present, having taken a day's break from his North Pole workshop to welcome shoppers.
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."
For shoppers who like to plan ahead, trends for Christmas 2015 include personalised decorations, black and white monochrome and Magical Forest, which includes wood-based decorations and woodland creatures.
The store also revealed that this year's Christmas theme is Journey to the Stars, with a special line of decorations called Moonlight Magic launched today.
The shop's first customers, Holly and Ken Martin, from Pennsylvania in the US, bought a Christmas 2015 bauble to mark their UK holiday.
Each of the thousands of Selfridges glass baubles have been designed exclusively for the store and were individually mouth-blown from a supplier in Hungary.
The second phase of the shop's opening will be in Autumn, when the floor space devoted to all things festive will be more than doubled to 60,000 square feet.
Open fully, the store will include more than 60,000 baubles, over 120 cracker options, and more than 1,250 different cards and wrapping paper designs.
But for now, it is all hands on deck - especially for the man in charge. When asked whether he should be taking it easy in August, Father Christmas said: "Relaxing? Oh I'm afraid not.
"Christmas is all year round - I do take a little break in January but now is build up time, getting ready for the big day."