Harrods launches its Swarovski-inspired Christmas display. Photo: PA
Ho ho ho! Santa has arrived extremely early at Harrods - 151 days to be exact.
The store is known for starting its Christmas festivities early, but this year is the earliest in its entire history.
And it wasn't the only one! Across town, Selfridges opened its Christmas display too... an Xmas face-off on 28 July? The world's gone mad.
Harrods stressed the need for the early launch, saying that there is an increasing demand from international shoppers for Christmas products.
'The peak for international shoppers begins at the start of July so we tried to cater to this early demand where possible,' said a spokeman.
Part of the Christmas range includes an exclusive '12 ice-creams of Christmas' collection, with flavours like Mince Pie, Christmas Pudding with Brandy Butter, and Brussel Sprout (?). The flavours were chosen after a survey about what foods makes people feel the most 'Christmassy', and will be available to sample from this weekend.
This year's theme is A Crystal Christmas inspired by Swarovski, so customers can expect a blingy exhibition.
There are over 250,000 decorations, and prices in the store range from £1.95 for a tree decoration, to £2,999 for a life-sized Santa Claus ornament. What's more, there'll also be an ice-rink on the roof. Impressive.
Over at Selfridges, despite the heat, customers enjoyed a winter wonderland that included Christmas trees, Santa hats and Union Jack decorations on the shelves.
Its 2011 must-haves include Christmas trees up to 8ft high for £159, and exclusive stag and polar bear faux fur hats for £100 - a cult item in Japan, according to the Telegraph.
Would you start your Christmas shopping now? Or has the high street lost its baubles?
Let us know your thoughts below...