Summer may still be in full swing but this has not stopped Selfridges from opening its Christmas store within its Oxford St flagship.
The world-famous retailer, which decked out its fourth floor with 50,000 decorations and even hosted a visit from Santa Claus, said they were the first department store in the world to launch its Christmas shop this year – almost five months early.
The 107-year-old department store said its reason for starting their Christmas store now was to accommodate customers – especially international visitors – who were already starting their Christmas shopping.
"Despite the summer weather, we're in full festive mode here at Selfridges. We've been working on this year's Christmas Shop since Christmas last year,” said Geraldine James, Selfridges’ Christmas home and decorations buyer.
"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."
Among the items on offer in the store include personalised decorations, disco gems, warm and white metallic, and Nordic wood.
However, not everyone is a fan of Selfridges’ decision to start their Christmas campaign 145 days early.
Relieved to hear that Selfridges have opened their Christmas shop. Thought they were cutting it a bit fine.— Kelly (@glitteratty) August 2, 2016