Selfridges has opened its Christmas shop in central London for those who want to recover from the heatwave with some wintry cheer.
The department store has proudly claimed it is the first in the world to unveil its Christmas section, 149 days ahead of the event itself.
Selfridges said the ongoing commercial success of the shop's summer launch translated into year-on-year record sales, driven by both domestic early Christmas shoppers and souvenir-hunting tourists.
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."
Selfridges has opened its Christmas shop in central London.https://t.co/sOfoja8jZL
— RTÉ News (@rtenews) July 29, 2019
The department store claims it is the first in the world to unveil its 2019 Christmas section, 149 days early.
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