86F in Britain’s longest heatwave for years – so it must be time for a spot of Christmas shopping!
THE pavements are hot enough to fry an egg and the summer holidays have only just started.
But never mind the scorching 86F (30C) temperatures outside, one of London’s most famous stores is trying to put the long heatwave to one side and turn our minds to something distinctly more chilly.
For Selfridges has already unveiled its Christmas section.
There may be another 144 days until it’s time to unwrap the presents but the 110-yearold Oxford Street department store has become the first in the world to deck out a section in festive tinsel, glitter, trees and baubles.
And while it will be a long time before Santa has to think about loading up his sleigh, he was on hand yesterday, leather jacketclad and guitar in hand, to mark the start of the rock’n’roll themed Selfridges Rocks Christmas event.
While the store’s full festive range will not be available until September, Selfridges hopes to attract visitors to London who
‘Customers love to shop early’
are looking for gifts and decorations they will not be able to find in their own country – but admits many Britons, too, will already be making their plans for Christmas.
Selfridges 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.
‘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.’
This year the store’s full range of Christmas goods will include gifts for pets and an option to create a personalised festive jumper.
The 3,800 items on sale will range from £1.95 souvenir pencils to ornate neon signs expected to cost around £8,500.