Iconic department store Selfridges today launched its Christmas shop across its London, Manchester and Birmingham stores. Yep, that's a mere 147 days before the man in the big red suit turns up.
The Oxford Street stalwart reckons it is the first department store in the world to launch its Christmas shop.
Whether its baubles, wrapping paper or crackers (Selfridges say they have 80 different options in stock) the yellow department store giant is ready and raring to go.
As retailers launch their festive displays it's not uncommon to hear the saying: "Doesn't it seem to come round earlier each year?". Selfridges appear to have taken this to the next level.
In 2016 its Christmas shop was opened one day later (1 August). But this year its Christmas food selection will go on sale this Friday, instead of the normal launch date of later in October. Festive treats will be available for five months, instead of 10 weeks.
Selfridges Christmas buyer Eleanor Gregory said the early launch "is simply addressing this growing demand for convenience Christmas shopping outside the traditional Christmas season from many of our customers.”
She added large numbers of customers "love to Christmas shop very early in the year to get it wrapped and taken off their to-do list."
On 4 September, a second wave of items will be launched. The year's theme will be "love".