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Selfridges launches London Christmas shop as seasonal searches surge over 200%

Tom Shearsmith
04 October 2021

With 12 weeks to go to Christmas, Selfridges has unveiled its new Christmas Shop on the fourth floor of its Oxford Street store, following the successful launch of festive decorations online two weeks ago.

The company reported a surge in Christmas related searches online and decoration sales for the last two weeks, +225% ahead of forecast. Some of the most popular searches during the last two weeks on Selfridges's website have included advent calendars, Christmas decorations, stocking fillers and Christmas hampers.

Selfridges was the first brand to launch a beauty advent calendar in 2010, and now offers more than 50 options across food, home, beauty, fashion, toys and accessories. Searches for ‘beauty advent calendar’ are +106% on 2020 and sales of food advent calendars are already +1226%.

There has also been a huge demand for pet advent calendars, new for 2021, as more households have become pet owners in the last 18 months due to COVID-19 imposed lockdowns.

Selfridges Christmas Shop boasts an edit of decorations that are desirable, unique and more planet friendly. This year there are more options than ever before, 35% more than last year, with a total of 750 baubles to choose from.

Following on from launching its most earth-conscious Christmas Shop to date last year, Selfridges has increased the collection by 10%, with a total of 60% of products now eligible for Project Earth labelling, its edit of products that are better for people and the planet.

Selfridges will launch its full Christmas range, including clothing and beauty, across all UK stores and online on 28 October 2021.

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