Harrods, which unveiled its Christmas Shop yesterday, said that it has always launched its Christmas collection after the summer Sales, but this year it was a month later than last year.
Selfridges's festive area will open tomorrow, a week earlier than last year and 15 days ahead of the 2004 launch date.
Selfridges gift buyer Geraldine James said: 'Christmas is coming earlier each year. I can foresee a time when we offer a capsule Christmas collection throughout the year.'
The department store sold 1,000 baubles within a week of opening its Christmas shop last year.
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