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In video: Shoppers react to opening of Selfridges Christmas store – in July

One shopper outside the store on Oxford Street said ‘I think it’s crazy’.

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The official opening of the Christmas shop - 147 days before the festivity (Dominic Lipinski/PA)

The official opening of the Christmas shop - 147 days before the festivity (Dominic Lipinski/PA)

The official opening of the Christmas shop - 147 days before the festivity (Dominic Lipinski/PA)

The opening of the Selfridges Christmas store at the height of summer has been described as “crazy” and “ridiculous”.

Christmas has come five months early to the central London retailer, with the temperature outside at a balmy 22C (71.6F) and 147 shopping days still left to buy all the festive essentials.

Selfridges said it was the first department store in the world to launch its Christmas shop, and this year the theme is “With Love From…” – a tribute to London, Manchester and Birmingham.

Selfridges launches its Christmas shop in two phases, with phase two set to launch on September 4.

PA