Selfridges has opened its Christmas shop in its flagship Oxford Street London store – before the end of July!

It has become an annual tradition for Selfridges to launch its festive department early in this particular store, before rolling out the Christmas cheer in other cities in early autumn. Selfridges claims it is the first store in the world to open its Christmas shop for 2019, fully 149 days before Christmas dawns.¬†Other than a glittering collection of baubles and decorations, Selfridges is this year selling 30cm-tall Santa Yoga figurines for ¬£100. The commercial success of the shop’s summer launch, driven by domestic early Christmas shoppers and souvenir-gathering tourists, has translated into year-on-year record sales.