Selfridges has laid claim to be the world’s first department store to open its 2015 Christmas shop to capitalize on summer tourist trade.
The Christmas Shop has been launched in Selfridges’ flagship Oxford Street store, boasting 3,000 square feet of Christmas products.
The store, that opened to customers earlier this week is designed to tap into the passing summer tourist trade and will double in size to more than 6,00o square feet in the autumn.
Selfridges Christmas home and decorations buyer, Geraldine James told Retail Week: “Despite the summer weather, we’re in full festive mode here at Selfridges.
“We have been working in this year’s Christmas Shop since Christmas last year.
“We have so many customers visiting from all over the world and eager to snap up festive souvenirs on their summer holidays, which they can’t buy at home. So, we have to make sure we’re ready to showcase Christmas decorations they will truly treasure.
“We have been opening the doors to our Christmas Shop during the summer for years now and have become a real destination for those fans of Christmas and festive decorations within and outside the UK.”
If you’re a toy retailer, let us know what you think: Is August too soon to be promoting Christmas lines in-store, how well would this tactic work for you?