Department store group Selfridges unveiled the Christmas Shop at its flagship branch on London's Oxford Street on August 4.

Christmas comes early to Selfridges

Department store group Selfridges unveiled the Christmas Shop at its flagship branch on London’s Oxford Street on August 4.

Christmas comes early to Selfridges

Selfridges claims that the August 4 launch date means Selfridges is the first department store in the world to launch its Christmas department this year.

Despite the sweltering summer weather, the fourth floor of the store has been given a North Pole injection. The Christmas Shop offers over 300 different crackers, nearly 450 Christmas tree and light styles and over 200 different styles of decorations.

Within the first hour, the top three purchases were the Glitter Union Jack Bauble, Tower Bridge Glass Bauble and Personalised Boxed Bauble. Selfridges says its offering is popular with tourists eager to take home an assortment of decorations, as well as super-organised Christmas shoppers and planners, and those who like to change their Christmas tree theme every year.

Best sellers are expected to be British designs featuring London themes and the Union Jack, in particular a luxurious mouth-blown glass Union Jack bauble made by Czechoslovakian artisans, which is anticipated to be this year’s number one selling item.

New trends this year include fashion-inspired Sorbet (pastel and iridescent hues), traditional Enchanted Forest (rich greens and golds) and magical Treasure (Gemstones and metallics). In addition, bespoke decorations will be sold for the first time such as personalised baubles or sacks.

Selfridges Christmas home & decorations buyer Geraldine James 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.”

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