London department store launches Christmas shop _ in August

A wooden figure features in a Christmas display in Selfridges in London, Monday Aug. 6, 2018. Visitors to Selfridges may be surprised to encounter Christmas trees, bright, shiny baubles and nutcrackers on display... in August. The department store claims to be the first retailer anywhere in the world to launch its Christmas Shop, excluding any year-round specialty stores. (AP Photo/Robert Stevens)
Shoppers pass a Christmas tree in Selfridges in London, Monday Aug. 6, 2018. Visitors to Selfridges may be surprised to encounter Christmas trees, bright, shiny baubles and nutcrackers on display... in August. The department store claims to be the first retailer anywhere in the world to launch its Christmas Shop, excluding any year-round specialty stores. (AP Photo/Robert Stevens)
A toy double-decker bus features in a Christmas display in Selfridges in London, Monday Aug. 6, 2018. Visitors to Selfridges may be surprised to encounter Christmas trees, bright, shiny baubles and nutcrackers on display... in August. The department store claims to be the first retailer anywhere in the world to launch its Christmas Shop, excluding any year-round specialty stores. (AP Photo/Robert Stevens)
A snow globe features in a Christmas display in Selfridges in London, Monday Aug. 6, 2018. Visitors to Selfridges may be surprised to encounter Christmas trees, bright, shiny baubles and nutcrackers on display... in August. The department store claims to be the first retailer anywhere in the world to launch its Christmas Shop, excluding any year-round specialty stores. (AP Photo/Robert Stevens)
Shoppers pass a Christmas tree in Selfridges in London, Monday Aug. 6, 2018. Visitors to Selfridges may be surprised to encounter Christmas trees, bright, shiny baubles and nutcrackers on display... in August. The department store claims to be the first retailer anywhere in the world to launch its Christmas Shop, excluding any year-round specialty stores. (AP Photo/Robert Stevens)

LONDON — It's beginning to look at lot like Christmas at one London department store.

Europe may be basking in a summer heatwave, but Selfridge's store, first opened in 1909, is thinking of chillier times, launching its Christmas Shop a full 145 days before Dec. 25th.

The department store says over 500 products are on display — from Big Ben-shaped tree decorations to London-themed snow globes — even though temperatures outside are over 30 degrees Celsius (86 Fahrenheit).

The company says the early start to the holiday season is driven by demand from shoppers, particularly those visiting from abroad.

"It creates an extra buzz around the department store, adding that destination appeal," said Sofie Willmott, an analyst from research firm Global Data.

Selfridges will expand the Christmas Shop on Sept. 4, putting almost 3,800 goods on offer. This winter's theme is 'Selfridges Rocks Christmas,' featuring Elvis Presley themed nutcrackers and David Bowie shaped tree baubles.

But while some shoppers thought it was good to get Christmas Diane and Paul Herbert from the English city of Bristol weren't too excited.

"At our age, we think life goes too quick without bringing Christmas forward," laughed Diane.

People also read these

Higher lobster prices could be sign of things to...

Sep 9, 2016

Lobster prices in North America recently reached their highest point in more than 10 years and...

Study details sugar industry attempt to shape...

Sep 12, 2016

A new study details how the sugar industry worked to downplay emerging science linking sugar and...

Berlin attack victims included Israeli, Pole and...

Dec 22, 2016

Six of the 12 dead from the Berlin truck attack have been identified as Germans, three others from...

In icy Alaska, footwear options abound to stay...

Dec 23, 2016

Residents of Alaska's largest city grapple with icy streets up to seven months per year

Winter storm weakens but travel still hazardous...

Dec 27, 2016

The fury of the winter storm that swept into the northern Great Plains on Christmas Day was...

About Us

The World Insiders brings you exclusive coverage from across the globe in a timely, easy to consume format sourced directly from our regional media partners.

Contact us: sales[at]theworldinsiders.com

Subscribe Now!