Selfridges have announced their Christmas collection of tinsel, glitter and baubles - 145 before Santa's arrival and in the midst of the balmy heat.
The high-end department store have been the first to unveil their dainty decorations for the this year's festive season.
It is expected to hit the height of stock in September when shoppers will be able to choose from 3,800 items.
The items range from a pencil at £1.95 ($2.55) to intricate neon lighting at £8,500 ($11.150).
This year the company will offer seasonal gifts for pets and the option to create a personalised family Christmas jumper.
Selfridges said the commercial success of the summer launch translates into record sales throughout the year.
The sales can be attributed to keen domestic customers and international souvenir shoppers.
The company's Christmas and home buyer Eleanor Gregory said: 'We have so many customers visiting from all over the world, eager to snap up festive decorations and souvenirs on their London summer holidays which they can't buy at home.
'Our summer Christmas shop launch simply addresses the growing demand for convenience Christmas shopping outside the traditional Christmas season from many of our customers.'
She said: 'Our summer Christmas shop launch simply addresses the growing demand for convenience Christmas shopping outside the traditional Christmas season from many of our customers.
The UK based company was founded in 1908 by Harry Gordon Selfridge and boasts the second-largest store UK after Harrolds.
It was one of the leading department stores which fostered techniques to make shopping easier for customers.
Other stores haven't followed suit with Harrolds announcing their Christmas collection will be released later in the year and Debenhams as well as M&S have no Christmas options available online or in store.
This article has been adapted from its original source.
