A full four-and-a-half months before presents are exchanged, London department store Selfridges has put its annual Christmas range on sale. Skip related content
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Customers can rush to buy baubles and stock up on decorations from the Yuletide shop this year earlier than ever before.
The flagship first run of Christmas goods is traditionally sold from the end of August.
The store defended its decision to bring the launch forward, insisting: "We wouldn't (do) it now unless we thought there was a market for it."
With baubles adorned with Union flags as well as "We Love England" and "We Love London" slogans, Selfridges is openly coveting the buoyant tourist trade.
A spokeswoman said the state of the British pound meant more and more visitors were spending their cash in the store.
It is too early to know how much demand there will be for Christmas decorations when the temperature in the capital is 23C.
Customers escaping the heat will not yet be forced to shop to a background of festive songs on loop.
But artificial trees on sale in bright pink and bright purple left few in doubt that Christmas has come early to the capital.
Selfridges is set to widen its release of goods over the coming months.
A broader array of festive stock will arrive in late September, when all the Christmas ranges start to appear around the store.
Christmas shops at Selfridges' Manchester and Birmingham branches will then follow at the beginning of October.
Real trees will be available for the first time this year, in December of all months.