The Daily Mail has reported that the two iconic retailers will open their Christmas dedicated areas this week - a month earlier than usual.
The retailers have said that shopping being bought forward is due in part to Britain's tourism industry, as many Chinese visitors visit the UK in the summer months and have created a new demand for luxury goods.
Geraldine James, Christmas shop buying manager at Selfridges, told The Daily Mail: ‘Christmas is coming earlier each year. I can see a time when we offer a capsule Christmas collection throughout the year.
‘We are famous globally for our exclusive Christmas decorations and this year we are looking forward to transforming our customers’ homes all over the world with our white themed Christmas decorations, which this year we expect to challenge the traditional red, gold and green.’
The Christmas shops offer a range of seasonal goods including toys, decorations, fashion and luxury goods.