Selfridges Opens its Christmas Shop in the midst of Summer

Yesterday, Selfridges' flagship store on Oxford Street in London, unveiled their Christmas shop, the full 143 days before the big day. Is it too early? -  some have asked - Have our acceptance of eager consumerism pushed us too far this time?

Despite the summer weather and the fact the temperatures are set to rise even higher over the next few days, I went to the store in search of some Christmas spirit among festive trinkets and crackers. I am wearing a Versace dress and my sunglasses – `a-must-have` accessory on this sizzling summer`s day – are from Dolce & Gabbana.

There are plenty of baubles to choose from.

And the ornaments are beautifully made.

Festive-themed wrapping papers, crackers, personalised decorations, toys, Christmas trees, and a huge variety of celebratory mementoes were fighting for my attention.

The layout is well designed and easy to navigate.

It didn`t feel merry to me, simply because there was no Father Christmas in sight but I understand this is just a `start-up` Christmas shop, and a bigger space will be opened later in the year, so maybe Santa will bless us with his presence by then.

This is probably the very first Christmas store in the entire world, but I can see the point of opening it so early. Why do I support opening a Christmas emporium in the height of summer?

The holiday season is in full swing and we have a lot of foreign visitors in London, as well as many tourists who came from other parts of the country. So why not offer them the opportunity to purchase and bring home a lovely Christmas-themed souvenir?

When hanged on a tree in December, it will – hopefully - remind them of a fun-filled summer trip to London.