Coronavirus, it’s the ultimate Grinch! Chances are you’re not feeling especially festive right now, the rule of six and impending Tier escalation are about as  Christmas-spririt-inducing as a parking ticket on a rainy day. You’re probably also not quite in the seasonal mood because it’s still 74 days until actual Christmas, but that’s not stopped Selfridges opening their Christmas shop!

Generally department stores open their Christmas shops in the midst of the summer heat (last year Selfridges was in July!), and journalists enjoy mock eye-rolling while overseas tourists descend like locusts. This year under conditions everyone seems to describe as ‘new normal’ even opening in October feels a little preemptive. Is Christmas really going to happen? What do they know?

Images courtesy of Selfridges and Matt Writtle

Either way, Christmas has come early at the world famous department store, and this year’s Christmas shop touted as the most sustainable yet. Sure they’re promoting a consumerist frenzy focused on flogging unnecessary tat that you’ll only use once a year, but otherwise the Christmas shop’s sustainability credentials are apparently impressive, with half the products in the shop listed as being sustainably sourced (is half is a lot?), from crackers to cards and from stockings to snow globes. Indeed, they’re boasting that it’s the ‘largest sustainable collection on the high street’…

Complete with second-hand decorations (nothing says ‘Merry Christmas!’ like used tinsel), the Greta-friendly shop is intended as part of Selfridge’s Project Earth initiative, which aims to increase produce from certified sustainable sources by 2025.

Images courtesy of Selfridges and Matt Writtle

If you were panicking that Santa must be shielding this corona-Christmas, fear not, he’s hard at work in the Thie Workshop (not a typo), which will be offering punters personalised decorations, gifting sacks, stockings and crackers (note that all the crackers are 100% fully recyclable with zero single use plastic packaging).

The shop is open now and heading down to stock up on baubles is the ideal way to forget everything else that’s going on and pretend that it’s just a normal Christmas and everything’s normal. Like you normally do in July.

The Christmas shop is located on the fourth floor of Selfridges & Co, Selfridges & Co, 400 Oxford Street, W1A 1AB

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