Selfridges launches Christmas campaign during August heatwave

By Staff on Tuesday, August 7, 2018

Europe may be baking in a heatwave, but Selfridge’s has launched its Christmas Shop a full 145 days before Dec. 25th.

The store have launched the promotion to target on the tourist market.

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 86 Fahrenheit.

This winter’s theme is ‘Selfridges Rocks Christmas,’ featuring Elvis Presley themed nutcrackers and David Bowie shaped tree baubles.

It has unveiled a collection of tinsel, glitter and baubles – despite the UK being amid a scorching 36C summer.

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

With 145 days till Christmas Is Selfridges the first department store in the world to launch their festive offerings? pic.twitter.com/pQoGHKJ1xP

— BBC Radio London (@BBCRadioLondon) August 3, 2018

Selfridges say the reason for the early launch is because the commercial success of the summer launch translates into record sales throughout the year.

Its Christmas and home buyer Eleanor Gregory 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. 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.”

Not everyone was happy about it.