Frozen in time: the London retailers stuck with Christmas displays on the eve of Easter

Retailers throughout London's West End appear frozen in time with Christmas displays still in place just weeks before Easter, as a result of the abrupt lockdown in the capital in December.

London, along with other areas of England, largely in the East and South East, were plunged into lockdown with just a few hours' notice on 20 December meaning stores were quickly closed with Christmas stock and displays left in place.

The rest of England was subject to tighter restrictions and store closures just after Christmas but had more notice of the move.

However, non-essential stores across England are due to re-open on 12 April and London's West End, which has been brought to a near standstill by the pandemic, says it is looking forward to giving shoppers “a much-needed post-lockdown mood lift”.

A spokeswoman for the New West End Company, which represents businesses on Oxford Street, Bond Street, Regent Street and Mayfair, said retailers are looking forward to the year ahead and, later in the year, a festive shopping season “where their decorations and displays won’t go to waste”.

She said: “The West End’s frozen window displays are a symptom of the stop-start lockdowns, and sunk costs that will take a long time to recover from.

“With six weeks to go and new support measures announced this week by the Chancellor, central London businesses can start to plan ahead with more confidence as they look toward the irreversible reopening of stores, reviving their displays and giving their customers a much-needed post-lockdown mood lift.

“We hope that in a matter of months retailers can once again look forward to a profitable Christmas where their decorations and displays won’t go to waste.”

Prime Minister Boris Johnson outlined his roadmap for re-opening the economy on 22 February as the UK's vaccine roll-out gathers pace. Johnson said the roll-out, which begins with the reopening of schools on Monday 8 March, was cautious but, he hoped, "irreversible".

The reopening of non-essential retail forms part of Step 2 in a four-step programme that should lead to all restrictions being lifted on 21 June. As well as stores being reopened on 12 April, outdoor hospitality will also be allowed which should help boost flagging footfall. Indoor hospitality is due to open on 17 May.

Yesterday Chancellor Rishi Sunak announced that the current business rates holiday, due to end at the end of April, will be extended to the end of June with a two-thirds discount for the rest of the year. Furlough will also be extended until the end of September and some retailers could be eligible for Restart grants to help them get back on their feet after the crisis. Read fashion, retail and property industry reactions to the Chancellor's budget here.

Images: PA Media