One of the Londons top stores is to start its Christmas trading 145 days before the holiday.
Selfridges in Oxford Street will launch its Christmas season on 2 August - its earliest-ever start for the store.
People keen to plan ahead can purchase trees, crackers, fairy lights or even a £500 life-size donkey.
The store said previous sales had shown some customers, especially overseas tourists, started thinking about Christmas during August.
Last year, its festive shop sold more than 1,000 baubles during the first week of trading after opening on 8 August.
The shop said customers could paint their own baubles this year.
Geraldine James, Selfridges Christmas Shop's buying manager, said: "Christmas is coming earlier each year.
"I can see a time when we offer a capsule Christmas collection throughout the year."
The business was founded by American entrepreneur Gordon Selfridge in 1909 and run by him until he retired in 1940.
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