Shoppers pass a Christmas tree in Selfridges in London, Monday Aug. 6, 2018. Visitors to Selfridges may be surprised to encounter Christmas trees, bright, shiny baubles and nutcrackers on display... in August. The department store claims to be the first retailer anywhere in the world to launch its Christmas Shop, excluding any year-round specialty stores. (AP Photo/Robert Stevens)

London department store launches Christmas shop _ in August

August 06, 2018 - 12:39 pm

LONDON (AP) — It's beginning to look at lot like Christmas at one London department store.

Europe may be basking in a summer heatwave, but Selfridge's store, first opened in 1909, is thinking of chillier times, launching its Christmas Shop a full 145 days before Dec. 25th.

The department store says over 500 products are on display — from Big Ben-shaped tree decorations to London-themed snow globes — even though temperatures outside are over 30 degrees Celsius (86 Fahrenheit).

The company says the early start to the holiday season is driven by demand from shoppers, particularly those visiting from abroad.

"It creates an extra buzz around the department store, adding that destination appeal," said Sofie Willmott, an analyst from research firm Global Data.

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