With 143 days left until Christmas, Selfridges opens its Christmas store in London. Stephanie Prentice reports.
Snow, sparkle and stockings. Not what most people associate with the start of August. But Santa Claus has definitely come to town. (SOUNDBITE) (English) REUTERS REPORTER, STEPHANIE PRENTICE, SAYING: "I'm in London's Selfidges where they're skipping through the seasons and their famous Christmas department is open for business... despite the fact summer holiday season is still in full swing." The iconic department store has cleared out three thousand square feet of space. To house their festive stash including 1,300 decorations and 60,000 baubles. Things could only get more Christmassy, if shoppers could make their own snow... Oh wait... they can. Head christmas buyer Geraldine James says it's never too early to get a ho-ho whole lot of christmas prep done. (SOUNDBITE) (English) SELFRIDGES CHRISTMAS BUYER, GERALDINE JAMES, SAYING: "We react on customer demand. Obviously if we didn't get the customers purchasing then we wouldn't open. Between me and the team in the office there isn't one minute when we don't think about Christmas.... not one day." (SOUNDBITE) (English) SELFRIDGES SANTA CLAUS, SAYING: "I think it's very important to think about the spirit of christmas.. it's not just for one day, it can be the whole year round' It may be warm outside, but in here it will be Arctic for the next 143 shopping days before Christmas. Though festive enthusiasts beware - this terrifying snowman will be there too.