Sunday 18 August 2019

Selfridges opens its Christmas shop with five months to go - selling €2,000 trees and €110 Santa figurines

Future Fantasy Santa opens the Christmas shop at Selfridges in London
Photo credit: Aaron Chown/PA Wire
Future Fantasy Santa opens the Christmas shop at Selfridges in London Photo credit: Aaron Chown/PA Wire
Tree decorations are seen for sale as part of the seasonal Christmas retail range at Selfridges department store in London REUTERS/Toby Melville
Shoppers walk past the seasonal Christmas retail range at Selfridges department store in London, Britain, July 29, 2019. REUTERS/Toby Melville
Santa Claus poses during a launch event for the seasonal Christmas retail range at Selfridges department store REUTERS/Toby Melville

Josie Clarke

Selfridges has opened its Christmas shop for those who want to recover from the heatwave with some wintry cheer.

The London department store has proudly claimed it is again the first in the world to unveil its Christmas section, a record 149 days ahead of the event itself.

Shelves are already heaving with Christmas baubles ranging from a £6 (€6.60) lurex glass style to a £45 (€50) Santa on a motorcycle.

From September 2 shoppers will be able to splash out on a £95 (€105) crown tree topper in gold velvet.

Other than baubles, the store is stocking a £100 (€110) 30cm-tall Santa Yoga figurine, and from September a £2,000 (€2,215) pre-lit Bedminster fake Christmas tree.

Selfridges said the ongoing commercial success of the shop's summer launch translated into year-on-year record sales, driven by both domestic early Christmas shoppers and souvenir-hunting tourists.

Eleanor Gregory, Selfridges Christmas and home buyer, said: "We have so many customers visiting from all over the world, eager to snap up festive decorations and souvenirs on their London summer holidays which they can't buy at home.

"Our summer Christmas shop launch simply addresses the growing demand for convenience Christmas shopping outside the traditional Christmas season from many of our customers. They include a large number of domestic customers who love to Christmas shop very early in the year to get it wrapped and taken off their to-do list."

Tree decorations are seen for sale as part of the seasonal Christmas retail range at Selfridges department store in London
REUTERS/Toby Melville
Tree decorations are seen for sale as part of the seasonal Christmas retail range at Selfridges department store in London REUTERS/Toby Melville

The Christmas shop launching on Monday is at the London store with the range also available online.

Santa Claus poses during a launch event for the seasonal Christmas retail range at Selfridges department store REUTERS/Toby Melville
Santa Claus poses during a launch event for the seasonal Christmas retail range at Selfridges department store REUTERS/Toby Melville
Shoppers walk past the seasonal Christmas retail range at Selfridges department store in London, Britain, July 29, 2019. REUTERS/Toby Melville
Shoppers walk past the seasonal Christmas retail range at Selfridges department store in London, Britain, July 29, 2019. REUTERS/Toby Melville

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