Father Christmas helping a customerCredit: Selfridges The London Christmas Shop is openCredit: Selfridges The fact that we’re also going to be selling some of our most requested Christmas food lines from Friday for the first time ever, is complementing the Christmas selection we make available in the summer perfectly. This new extension to our usual offer is simply addressing this growing demand for convenience Christmas shopping outside the traditional Christmas season from many of our customers.“They include a large number of domestic customers who love to Christmas shop very early in the year to get it wrapped and taken off their to-do list. They also tell us that they like to be able to take their pick of the very best selection available, whilst the range we offer is at its most comprehensive.” Want the best of The Telegraph direct to your email and WhatsApp? Sign up to our free twice-daily Front Page newsletter and new audio briefings. Feeling festive?Credit:Selfridges A Selfridges spokesperson said: “We’ve been opening the doors to our Christmas Shop during the summer for years now and have become a real destination for fans of Christmas and festive decorations within and outside the UK. Some customers return to us year after year, excited at the prospect of discovering the new ranges and adding to their collections. For the first time, Selfridges will be launching a capsule collection of some of its greatest Christmas food hits on Friday 4 August.This is unusual as the department store usually launches the Christmas food range in late October.This means customers can buy products such as the Selfridges Selection Christmas Pudding, Traditional Christmas Cake, and Pistachio Biscuits and Eggnog Curd for five months rather than just 10 weeks. “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. So, we make sure we’re ready to showcase Christmas decorations they will truly treasure. While most of us are trying to enjoy the rest of summer before it slips away, Selfridges has set up a Christmas shop for those who want to do some festive shopping.The department store is the first in the world to set up its Christmas section, a full 137 days before Christmas Day.Father Christmas was present to open the shop, which features festive gifts themed around London.The full Christmas range will be in stock from the 4th September.