Is that a little bit of Scrooge spirit we sense spreading across the capital? That would be because Selfridges became the world's first department store to open its Christmas shop. Bah, humbug.
The retailer has put 50,000 decorations on display, with plans to expand the store later this year to accommodate another 70,000 decorations.
When the big day arrives, it'll have more than 120,000 products on display - including 75,000 baubles, 1,000 cards and wrapping papers, 150 lights and trees, and 100 sets of Christmas crackers.
Selfridges was at pains to remind consumers there are "only" 145 shopping days left this year.
"Eager customers - especially from overseas - are starting their festive purchases," it said today.
For those already planning how to deck the halls (no, us neither), the big trends include "disco gems", "warm and white metallics", "Nordic wood" and "iconic London".
“Despite the summer weather, we’re in full festive mode here at Selfridges," enthused Geraldine James, home and decorations buyer at the store.
"We’ve been working on this year’s Christmas Shop since Christmas last year. We have so many customers visiting from all over the world and eager to snap up festive souvenirs on their summer holidays, which they can’t buy at home. So, we have to make sure we’re ready to showcase Christmas decorations they will truly treasure.”
This may seem early, but others have planned further ahead: last month Amazon said it was going on a pre-Christmas hiring spree, adding 1,000 jobs across the UK. Now that's what we call Christmas spirit.