Selfridges opens Christmas grotto – five months early

London department store Selfridges opened its Christmas store on Monday… with just 145 shopping days left in the Holiday buying period.

The high-end retailer launched the festive department on its fourth floor, complete with 50,000 decorations. Among this year’s big trends are personalised decorations, disco gems, warm and white metallics, and Nordic wood.

Geraldine James, Christmas home and decorations buyer, said: “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.”

Despite it being August, the move shows how savvy the retailer is by opening so early and taking advantage of high volumes of summer tourism, and the social media buzz created by announcing such an early Christmas opening.

“The opening of the Christmas shop at Selfridges in August is a testament to exactly how much London retailers rely on the tourist spend to boost their bottom line,” says Petah Marian, WGSN Senior Editor of Retail Intelligence.

“With the school holidays underway, retailers will be doing their best to capitalise on tourist spending. This is not the earliest that Selfridges has opened its Christmas store, however, with the retailer opening the space in July in 2011, when it opened two days earlier,” Marian adds.


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