Selfridges is the first department store in the world to launch its Christmas Shop, 149 days before Christmas Day. Boldly going into a futuristic vision of Christmas for its 2019’s theme – Future Fantasy – Selfridges rethinks traditional, beloved festive stories and re-tells tales as old as time, but through a modern lens.

This is a next generation Christmas, an interplay of old and new – even Santa has undergone a sleek and radical makeover by becoming Future Fantasy Santa. Both ‘traditional’ Santa, and his 2019 alter ego Future Fantasy Santa will roam Selfridges come the Christmas season to delight children and grown-ups alike.

As in previous years, Selfridges launches its Christmas Shop in two phases, with phase two set to launch on Monday 2nd September with the complete, full-scale product offer. The first phase launched on 29 July with 100 more product lines than in 2018 bringing the total choice to well over 600 lines. When the full scale Christmas Shop opens in September the selection will increase to 3,500 lines. The on-going commercial success of the summer launch of the Selfridges Christmas Shop translates into year-on-year record sales, driven by both domestic early Christmas shoppers and souvenir-hunting overseas customers keen on bringing back home unique mementos of a London Christmas.