Selfridges has launched its Christmas campaign just as lockdown kicked in, dressing its windows for passers-by to still enjoy and introducing a series of new holiday-themed services on its web site and app. Dubbed ‘Once Upon a Christmas,’ the campaign aims to channel a traditional, heartwarming vision of Christmas with Santa decorating a Christmas tree in one of the Selfridges flagship’s biggest Oxford Street windows, next to other familiar characters like the Fairy Godmother. Other windows feature Christmas trees by artists such as Antony Burill, Helen Bullock and Hanna Hansdotter. As its physical stores in London, Birmingham and Manchester remain closed, Selfridges will be offering an array of digital services such as dedicated Christmas-themed edits and gift guides, shopping via video call, and bespoke hamper services.

Younger customers can meet Santa via a new ‘Dial-a-Santa’ video appointment service, while online Santa workshops and pub quizzes will also be available in lieu of in-store events. In line with the retailer’s new sustainability project, this year’s gift guide features a large selection of conscious gifts, while its windows were created with upcycled, recycled or recyclable materials. Selfridges’ decision to forge ahead with its festive campaign despite the gloomy landscape was based on a survey it recently commissioned, which showed that despite ongoing government restrictions, shoppers are looking forward to celebrating the holidays. According to the nationwide survey, eight out of ten Britons are wishing for a traditional Christmas, their most treasured traditions being shopping for gifts, hosting a Christmas dinner and decorating a tree.