It may only the first few hours of August and beaches rather than baubles will be occupying most children’s minds - but the countdown to Christmas begins today.
Selfridges today unveiled what it claims to be the earliest opening department store Christmas shop in the world despite there still being 141 shopping days until Santa does his rounds.
The Oxford Street institution has transformed much of its fourth floor into a winter wonderland with 50,000 decorations going on display.
The “summer Christmas shop” - where the theme is “Shine on!” - will be further expanded in the Autumn.
Bosses says they launch the Christmas shop in summer - defying the disapproval of purists who say it undermines the magic of December 25 - largely in response to demand from foreign tourists.
Many like to stock up with decorations and other festive paraphernalia during their visits to London.
Geraldine James, Christmas home & decorations buyer at Selfridges, said: “We’ve been working on this year’s Christmas Shop since Christmas last year.
"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.”
“We also have a large number of domestic customers who love to Christmas shop very early in the year to ensure they can take their pick of the very best selection, whilst all collections and product are available.”
However, despite it still being a fortnight until the start of the football season, today is not a record date for the launch of the Christmas store.
In 2011 Selfridges even broke into July when it opened two days earlier.
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