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Selfridges has launched its Christmas shop in July, yes really

Despite the summer weather, Selfridges is in full festive mode

Christmas has come early to Selfridges - REALLY early.

The iconic store in London on Monday (July 31) unveiled its Christmas shop, just the small matter of 147 days ahead of Christmas Day.

Father Christmas was present to open the shop, which features festive gifts themed around London.

The full Christmas range will be in stock from September 4.

Selfridges will be packed with festive delights(Image: PA Wire)

Last year, more than 50,000 decorations adorned Selfridges' fourth floor, eventually rising to 70,000.

Eleanor Gregory, Selfridges Christmas & Home Buyer said: “We've been opening the doors to our Christmas Shop during the summer for years now and have become a real destination for fans of Christmas and festive decorations within and outside the UK.

"Some customers return to us year after year, excited at the prospect of discovering the new ranges and adding to their collections.

“We have so many customers visiting from all over the world, eager to snap up festive decorations and souvenirs on their London summer holidays which they can't buy at home."

Santa puts the finishing touches to a Christmas tree(Image: PA Wire)

Selfridges will also be selling its capsule collection of Christmas food from Friday August 4.

The store usually launches the range in October.

This means foodie lovers will have five months to pick up their favourite festive treats as opposed to ten weeks.

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