Selfridges surges ahead in Christmas trading period

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A combination of its strong tourist appeal and special events has helped Selfridges to buck the trend of lacklustre Christmas trading after recording a sales surge of more than 18 per cent.

The high-end department store chain also managed to achieve this with no discounting or sales promotions, although it hosted a series of special events throughout December such as a Carry On-style pantomime, Sink the Pink, and a series of “family raves” with glow sticks for children.

Tourists also continued to take advantage of the devalued pound since the Brexit vote at Selfridges’ four stores in London, Manchester and Birmingham, and its website.

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