Selfridges opens its largest-ever Christmas store

6th October 2022 | Lucy Millar

The upscale department store Selfridges has unveiled its largest Christmas shop to date, located at its Oxford Street flagship.

20% bigger than last year’s store, the goal is to establish a “must-visit destination for a festive day out.”

The Christmas shop is based on the fourth floor of the London department store and offers a personalisation service, lighting, ornaments, advent calendars, gift wrap, and cards in addition to showcasing Selfridges’ favourite seasonal products.

60% of the available decorations are part of “Project Earth,” meaning they are more environmentally responsible options.

Following the opening of its Christmas shop on 27 October, Selfridges will introduce its holiday marketing campaign in all of its physical locations and online. As of 25 November, Santa Claus will start making daily trips to the Christmas Shop and other festive locations in the London store as well as in Birmingham and Manchester.

Competition for the Christmas pound will be fierce this year amidst the cost of living crisis, with many consumers aiming to cut back on non-essential purchases. Time will tell if higher-end retailers will be as negatively affected.


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