Selfridges launches Christmas store in the height of summer – but shoppers brand the move as ‘ridiculous’
Not everyone is feeling the festive spirit as Christmas comes 147 days early to the London store
SELFRIDGES yesterday launched its Christmas store at the height of summer — a move branded “ridiculous” by shoppers.
The department store said it was the first in the world to show festive spirit, but not everyone was impressed.
One shopper outside the store on Oxford Street saying: "If you're selling it all year it doesn't feel magical, and I feel that Christmas is magical."
Christmas has come five months early to the central London retailer, with the temperature outside at a balmy 22C (71.6F) and 147 shopping days still left to buy all the festive essentials.
As the sun shone down on the famous shopping street, a shopper commented on the weather, saying: "It just seems really early. Ridiculous ... the sun's out."
Selfridges launches its Christmas shop in two phases, with phase two set to launch on September 4.
The first phase showcases a selection of products dedicated to London, driven by the demand from customers, especially from overseas, for London-inspired Christmas decorations and stocking fillers.
When the Christmas shop fully opens on September 4, it will include more than 130,000 products across the whole Christmas decoration range from baubles to Christmas cards - more than a 10% increase on 2016.
Another shopper said: "For me, I think it's crazy. I usually do my bits last minute, so for me it's delusional."
Geraldine James, Christmas home and decorations buyer at Selfridges, said: "Some customers return to us year after year, excited at the prospect of discovering the new ranges and adding to their collections."
The department store theme this year is "With Love From..." - a tribute to London, Manchester and Birmingham.
Selfridges, on London’s Oxford Street, insisted lots of customers loved “to buy Christmas a bit early”, but said anyone who hated the idea could “always ignore it”.
