Published
Jul 30, 2019
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Selfridges targets summer tourist trade as it launches Christmas shop

Published
Jul 30, 2019

Selfridges has continued its tradition of being the first UK store to open its Christmas shop as it seeks to take advantage of international tourists visiting central London during the summer.


Christmas has come early for Selfridges, which opened its festive space on Monday


The company opened the Christmas space this week exactly 149 days before the big day itself, which is actually two days earlier than the shop’s debut in 2018. It’s also claimed to be the first in the world to open a specific festive season-themed space this year.

And doing so certainly has value in terms of publicity. The retailer has enjoyed blanket press coverage of the opening in Britain and that’s likely to boost footfall, as well as getting the company talked about on social media.

Christmas shop openings have been getting earlier and earlier for a number of central London stores in recent years with the spaces proven to appeal to affluent travelling customers.

It means that the Oxford Street, London, branch is now offering a range of gifts and decorations from the affordable and simple (tree decorations at around £8) to those with a luxury focus such as a £2,000 Christmas tree, as well as more fashion-focused items.

The company justified the opening saying that the earlier launch each year plays out as higher sales each time, with UK shoppers also joining tourists as early Christmas shoppers.

Eleanor Gregory, Christmas and home buyer at Selfridges said: “Our summer Christmas shop launch simply addresses the growing demand for convenience Christmas shopping outside the traditional season from many of our customers.”

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