Selfridges Has Opened Its Christmas Shop On One Of The Hottest Days Of The Year

2018 is not giving us a break.

Right now you are probably stuck to your chair as a result of intense heatwave sweats, thinking about summer holidays and needing to stock up on sun cream.

But Selfridges wants you to start thinking about all things Christmassy instead, as the Oxford-street department store has opened its festive floor a whole 145 days ahead of the 25 December.

It’s the beginning of August, so you can forgive us for feeling like it’s a little early to be getting out the tinsel and baubles.

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Although for the common Christmas shopper August seems rather premature to start thinking about the festive period, Eleanor Gregory, Selfridges Christmas buyer (great job), says there is a logical reason behind it.

“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,” she explains.

In the past a summer launch has proven commercially very successful for the brand, and translated into year-on-year record sales. So who can blame them for trying to cash in a little earlier?

Gregory said: “Our summer Christmas shop launch simply addresses the growing demand for convenience Christmas shopping outside the traditional Christmas season.”

And it isn’t just tourists, Brits are also keen to get their shopping done early.

“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,” says Gregory. “They also tell us that they like to be able to take their pick of the very best selection available whilst the range we offer is at its most comprehensive.”

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This year, the iconic London brand has opted for a rock ‘n’ roll theme (they even put Saint Nick in a leather jacket), stocking a huge 500 products for the launch.

That stock will be available until the 4 September when they open the second stage of the shop and the selection will increase to an impressive 3,800 options.

If you fancy a slice of the action, items will be price from a £1.95 souvenir pencil to a selection of ornate neon signs selling for around £8,500. There will also be Christmas gifts for pets, the option to create a personalised family Christmas jumper and more than 50 types of tinsel (wow).

Better start writing your Christmas list.