Selfridges have already opened up their Christmas store and yeah, the end is nigh.

The other day, regarding Harry Potter Advent Calendars being on sale, I wrote this:

You know when it’s, say, September and Fortnum & Mason already start working on their Christmas decoration window and everyone’s all like “bloody hell, Fortnum & Mason, chill out?” and then as soon as Christmas is over, Sainsbury’s start stocking Easter eggs?

‘Bloody hell, Sainsbury’s…’ etc. The pendulum swings. Nothing ever changes.


selfridges christmas store

I was sort of using hyperbole when I called out shops advertising Christmas festivities in September, but it’s actually happened, albeit slightly more ridiculous.

Not from Fortnum & Mason, mind, no this time it’s Selfridges and this time it’s f*cking July. We’re not even close to being in the ‘ber’ months of the year and Christmas decorations?! Come on…

The department store are apparently proud to be the first in the world to open their Christmas shop, a “record” 149 days before Christmas.


Not really a hard record to break though, is it? If they were so serious about being the first to open a Christmas shop, they’d have done it in January.

I’ve not even gone on my summer holiday yet.

If you’re not as put off as I am, you can mosey on down to Selfridges to pick up a sequin-embellished glass bauble for £8, or a pre-lit Bedminster fake Christmas tree for £2000. Something for everyone, really.


selfridges christmas store july

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.”


If you can’t be bothered to go to Oxford Street, you can also partake in the Selfridges online store.

Images via Getty