Selfridges has launched its biggest Christmas Shop to date (20% bigger than last year), in a dedicated new destination on the fourth floor of the Oxford Street store. The Christmas Shop has been imagined as a magical and immersive place where visitors are invited to spend time savouring the festive experience and choose ornaments that are special to them.

The Christmas Shop showcases Selfridges’ favourite seasonal product stories within a destination that’s a must-visit as part of a festive spirit-filled day out for friends, families and loved ones to enjoy together. Each decoration category has been selected by Selfridges to share a unique and inspiring point of view, and to ensure there is something for everyone.

The Christmas Shop offers carefully curated decorations, lighting, ornaments, advent calendars, gift wrap and cards alongside personalisation services. Customers can explore more than 1,200 pick and mix baubles (+35% more than in 2021). Half of the decorations are exclusive to Selfridges and can’t be found anywhere else in the UK. A total of 60% of the decorations available are Project Earth labelled as being more planet-friendly options.

With 10 weeks to go until Christmas Day, Christmas related searches at Selfridges.com are significantly up on 2021:

· Christmas decorations +60%
· Crackers +25%

· Christmas tableware +30%

· Advent calendars +350%

· Lights and trees +138%

· Christmas wrapping paper +69%

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A “pick and mix” offer where customers will find pre-loved, recycled, socially conscious and inclusive decorations

Approaching the offer from the perspective that every decoration can be a special memory, and something to give, collect and keep, Selfridges has identified three key Christmas Shop themes:

Savouring season’s feastings

Shoppers are personalising their Christmas trees with food and drink decorations. This year, over 100 bauble options covering speciality, cult, nostalgic and seasonal food and drink items are set to be one of the most popular collectable bauble choices. Classic condiments, cocktails, sushi sets, tacos, Dutch pots, bacon and eggs or baguettes – playful decorations that make everyday favourites the contemporary icons of festive cheer. This trend will serve up further festive inspiration with Selfridges set to explore the power of food to bring people together this Christmas.

Celebrating diversity

March Muses, a black-owned British brand, creates figurines that celebrate diversity by diversifying celebrations and are the only supplier of Christmas decorations of colour in the UK. Handmade decorations include Black Angels, Wisemen and Santas, alongside gift wrap and cards. Following the huge success of the March Muses last year, find an expanded offer and only-at-Selfridges ornaments.
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Preparing for a conscious Christmas

A total of 60% of the decorations available are Project Earth labelled as being more planet-friendly options.

New brands within the Selfridges Project Earth edit include reusable fabric Forever Crackers made from Italian silk and designed to last a lifetime, and candy coloured stockings made especially for Selfridges by interiors darling Casa By Paboy, a small homeware social enterprise based in Naples, Italy, founded by craftsman and designer Paboy Bojang.

The Recycled Candle Company produces candles with recycled candle wax from restaurants and churches. B Corp certified, Devon-based Ian Snow baubles are recycled, up-cycled, or made from sustainable materials, ensuring fair trade and ethical practises across the entire supply chain.

The Christmas shop will also offer a selection of wreaths made from pre-loved decorations sourced from charity shops, by The Picture Tales.

CHRISTMAS Rani 17 multi-block upcycled-materials Christmas wreath

As well as offering more planet-friendly choices than ever before, the Christmas Shop has been built with sustainability in mind, reusing baubles from previous displays in store both for bauble walls and recycled into tabletops, giving them gold, red and silver flecks.

Selfridges will launch its Christmas scheme across all stores and on Selfridges.com on 27 October to help customers celebrate with small gestures and great gifts and by helping friends, family and loved ones come together through unforgettable experiences.

From 25 November, Santa and his elf squad will be making daily visits to the Christmas Shop and festive destinations throughout the London store as well as in Birmingham and Manchester to greet customers and spread joy as the countdown to Christmas begins.