Is it too early? Selfridge unveils 2018 elaborate collection

Selfridges defies return of Britain’s heatwave to become first shop in the world to unveil a Christmas section of tinsel, glitter and baubles (145 days before Santa’s arrival)

  • Selfridges have announced their Christmas collection in the midst of summer  
  • The high-end department store said the early release boosts sales in the year
  • Items range from a pencil at £1.95 to a range of intricate neon lighting at £8,500

Selfridges has unveiled their Christmas collection of tinsel, glitter and baubles – 145 before Santa’s arrival and in the midst of the balmy heat. 

The high-end department store is the first to unveil their dainty decorations for this year’s festive season. 

The full range of stock will be released in September and will boast 3,800 items in store. 

The high-end department, Selfridges has announced their Christmas collection consisting of glitter, baubles and 50 types of tinsel 

The company said the summer release of the decorations attract keen domestic shoppers as well as travellers 

The items range from a pencil at £1.95 to intricate neon lighting at £8,500.

This year the company will offer seasonal gifts for pets and the option to create a personalised family Christmas jumper.


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Selfridges said the commercial success of the summer launch translates into record sales throughout the year. 

The sales can be attributed to keen domestic customers and international souvenir shoppers.


The price range for the Christmas trinkets range from a  a pencil at £1.95 to intricate neon lighting at £8,500

The company’s Christmas and home buyer said there is a ‘growing demand’ for convenience Christmas shopping outside of the traditional Christmas season 

The company’s Christmas and home buyer Eleanor Gregory 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.’ 

She said: ‘Our summer Christmas shop launch simply addresses the growing demand for convenience Christmas shopping outside the traditional Christmas season from many of our customers.  

Other stores haven’t followed suit with Harrolds announcing their Christmas collection will be released later in the year

The UK based company was founded in 1908 by Harry Gordon Selfridge and boasts the second-largest store UK after Harrolds. 

It was one of the leading department stores which fostered techniques to make shopping easier for customers. 

Other stores haven’t followed suit with Harrolds announcing their Christmas collection will be released later in the year and Debenhams as well as M&S have no Christmas options available online or in store.  

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