If you needed any convincing that the world had gone completely mad, then look no further than Selfridge’s, one of London’s most famous stores.

This week – despite it being the middle of summer and more than four months until Santa’s big day – the hugely popular Oxford Street icon has launched its festive season display.

Obviously they’re worried that with only 143 days until Christmas, shoppers won’t have time to do all their shopping unless they start in early August.

Not only can you pick up some fancy Christmas decorations, you can also check out Santa’s grotto, all the while being serendaded by some festive tunes. Just what a little kid would make of bumping into Santa while pestering her mum to buy a bucket and spade for the upcoming summer holiday is anyone’s guess.

Selfridge’s staffer Geraldine James told the Daily Express that the store had started early to cash
in on the tourist market. “It’s very early for some to be
thinking about Christmas, but we’re responding to public demand. We’ve
already sold some things today so there is obviously the call for it.”