Selfridges is ready for Christmas 2020

The retailer launches its world-famous Oxford Street windows and Christmas gifting services at 

A UK nationwide survey by Selfridges shows a longing for a ‘traditional’ and ‘normal’ festive period.

With 50 days to Christmas Day, Selfridges unveils its uplifting ‘Once Upon A Christmas’ campaign. The campaign launches physically in its store windows and digitally on, bringing together old traditions and new ideas.

An exclusive OnePoll survey commissioned by Selfridges and conducted nationwide as the new lockdown measures were announced, found that: ·8 out of 10 Brits are wishing for a traditional Christmas this year, with nearly half of those wishing it more than any other year ·Despite the lockdown starting this week, 68% of all respondents agree that ‘this year more than ever, it’s important to try and make Christmas as normal as possible’

The survey indicates that the three traditions Brits are most looking forward to are a Christmas Dinner with all the trimmings, decorating the tree with favourite baubles and shopping for special gifts for loved ones.  (see Editors’ Notes for more survey results) 

Despite store closures, Selfridges is committed to giving its customers imaginative digital solutions to help them to prepare for Christmas, combined with the magic of its 111-year tradition of extraordinary window displays. The 2020’s take on Selfridges’ famous Christmas windows will be simultaneously unveiled this morning in the London, Birmingham and Manchester stores. Customers are still able to visit the store’s Foodhall in London and its Pharmacy, whilst it’s Click & Collect service is operational across all Selfridges stores. The Selfridges team is ready to offer its unmistakable in-store Christmas experience when stores reopen in line with Government and Public Health England guidelines.

“Through ‘Once Upon A Christmas’ we hope to celebrate the traditions of Christmas in non-traditional ways, reimagined for the challenges of today. We are here to help our customers make the festive season special, however they might be celebrating and in readiness for a Christmas like no other.” says Selfridges Executive Stores Director, Maeve Wall.

Notes to Editors:

The Selfridges survey by OnePoll on Christmas traditions was conducted from 30 October -3 November. ·Overall, 7 in 10 (70%) of Brits are looking forward to Christmas this year with 30% of those ‘very much looking forward to it’. ·27% are not looking forward to Christmas this year with almost half (48%) saying that it was because of the uncertainty of the rules making planning for Christmas difficult. Closely followed by: -Not being able to spend it with loved ones (40%) -Worrying Christmas traditions will be cancelled (24%) -Not being able to exchange gifts easily this year (24%) -Not being able to afford to celebrate Christmas the way they usually do (17%) ·Almost 8 in 10 (78%) of Brits said they are wishing for a traditional Christmas this year with 36% saying they want a traditional Christmas ‘more than any other year’ ·When asked if they agree with the statement ‘I feel this year, more than ever, it’s important to try and make Christmas as normal as possible’, over two thirds (68%) agreed with this with nearly 35% strongly agreeing. ·Nearly half (48%) of Brits said having a proper Christmas dinner with all the trimmings would make their Christmas perfect this year.

Other ways to make a perfect Christmas include: -Decorating the Christmas tree with favourite baubles from Christmas past and new ones (32%) -Spending time with loved ones even if it’s only by skype or zoom (25%) -Christmas shopping and finding great gifts for my loved ones (22%) ·54% of Brits said that their No1 favourite Christmas tradition is decorating the tree (54%) followed by: -cooking the Christmas dinner (38%) -going Christmas shopping (30%) -playing a family board game (23%). -With leaving food and drink for Santa registering a surprising 16% of responses, closed to writing Christmas cards at 20%

Once Upon A Christmas Windows

Selfridges 2020 Oxford Street Christmas windows present a traditional vision for Christmas, as ever with a Selfridges twist – featuring a cast of iconic and unexpected characters, from Santa to eccentric ‘living room revellers’, each window tells a timely story of old traditions meeting new ideas. These character stories are explored further through the associated campaign and online editorial at In a year that saw Selfridges announce ambitious new sustainability targets through its Project Earth commitments, windows have been designed with even more focus on using sustainable, recycled, upcycled and recyclable materials wherever possible. The Christmas Shop, this year is Selfridges greenest-Christmas ever. 

This year Santa can be found in Selfridges’ biggest and most festive window at the corner of Oxford and Orchard Street, dancing around his Christmas tree adding the finishing touches. Father Christmas is decorating his tree in a mix of in-store decorations with some created by our family, the Selfridges team. He is balancing on a flocked red cherry picker covered in multi-coloured fairy lights. The Orchard Street windows:  Dedicated artists’ windows feature bespoke Christmas trees by Anthony Burrill, Hanna Hansdotter and Helen Bullock

The Christmas Hub at

Selfridges interactive and easy-to-use Christmas hub offers four Christmas solutions:

1. Curated edits and unique products, including: ·Personalised Gifts – 20+ ways to make gifts personal ·Sustainable Gifts from Selfridges Project Earth 90+ brand partners, including preloved, archive and vintage fashion and accessories via the RESELLFRIDGES initiative ·Exclusive Gifts – 100s of unique and unusual food, lifestyle, kids & toys, fashion & beauty gifts only at Selfridges

2. Services and virtual shopping and advice via video call: ·Shop the store with virtual shopping appointments with the expert ELFRIDGES team across all store categories, including Christmas gifting ·A bespoke Selfridges Hamper service ·Specialist Fashion & Beauty appointments ·Click & Collect drive and walk up service in Selfridges London, Manchester & Birmingham

3. Fun, festive entertainment and events:

Although its physical stores are temporarily closed, Selfridges has created new ways to celebrate and bring the magic of Christmas to life with unmissable virtual experiences. From the comfort of home, customers big and small can meet Father Christmas himself via 121 ‘Dial-a-Santa’ video appointments or learn new festive skills, such as how to create beautiful wrapping paper that is kinder to the planet, at online Santa Workshops. Landlady Ginger Johnson will bring festive joy to long winter nights with a virtual pub quiz with Sink the Pink. See the Selfridges Chistmas Events here.

4. Inspiration and ideas

The Selfridges team and its community of collaborators are on hand with interesting information and content, helpful festive ideas, as well as gift guides and “how-tos” inspired by the ‘Once Upon A Christmas’ campaign.

Visit the Selfridges Christmas hub at:

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