Selfridges has revealed soaring sales in its Christmas and toy departments in the run up to the festive period.
The department store group said sales in its Panto-themed Christmas shop, which opened on August 8th, have jumped 52 per cent year-on-year, with the average transaction value rising 33 per cent.
Sales in its toy shop leapt 45 per cent on Monday, its first day of trading, compared with last year.
Selfridges Christmas Shop head buyer Geraldine James said: “Our Christmas shop has become a tourist attraction in itself with tourists buying our Union Jack bauble as a souvenir of their time in London and local customers cheering themselves up with our Panto themed Christmas decorations.
"With Christmas arriving earlier each year, I can see a time when we’ll offer a capsule Christmas collection throughout the year.”