Selfridges opens its Christmas shop a record 149 days early to meet demand from customers


SELFRIDGES has opened its Christmas shop — a record 149 days ahead of the big day.

The department store says it is again the first in the world to do so, beating its own record of last year by two days.

Getty Images – Getty

Santa dropped in to help open the Selfridges Christmas shop a record 149 days ahead of the big day[/caption]

Shelves are heaving with baubles ranging from a £6 lurex glass-style version to a £45 Santa on a motorbike.

The store also has a £100, 11in Santa yoga figurine.

From September 2, shoppers can buy a £95 crown tree topper in gold velvet and a £2,000 pre-lit Bedminster fake Christmas tree.

The store, in London’s Oxford Street, said the Christmas shop made commercial sense as it has brought year-on-year record sales, driven by early festive 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.”

Santa was at the shop yesterday to launch the range.

It is also available online.

Getty Images – Getty

The department store said it had opened the store to meet demand from customers who like to get their shopping done earlier[/caption]

PA:Press Association

The shelves of Selfridges’ Christmas shop are heaving with baubles with some costing as much as £45[/caption]

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