Selfridges has just opened its Christmas shop – 149 days ahead of the big day

It’s beginning to look a lot like Christmas… in July, that is.

Selfridges has opened its famous Christmas shop – 149 days ahead of the big day itself.

The London department store said it wanted to offer some wintry cheer for those looking for a respite from the UK heatwave.

It claims to be the first in the world to unveil its Christmas section this early.

A £100 Santa yoga figurine and a bauble of Father Christmas riding a motorbike are among the festive items decking the shelves. A selection of other baubles are also currently available in store.

Organisers have revealed that further Christmassy treats will be arriving very soon.

From September, shoppers will be able to get their hands on a £95 crown tree topper in gold velvet, as well as a £2,000 pre-lit bedminster fake Christmas tree.

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.’

Those unable to make it to the famous Oxford Street store will not be left empty-handed, as the Christmas range will also be available to buy online.

Happy shopping.

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