Selfridges is ready for Christmas 2020

A UK nationwide survey by Selfridges shows a longing for a ‘traditional’ and ‘normal’ festive period.

© copyright Matt Writtle 2020.

Selfridges has unveiled its uplifting ‘Once Upon A Christmas’ campaign. The campaign launches physically in its store windows and digitally on, bringing together old traditions and new ideas.

An exclusive OnePoll survey commissioned by Selfridges and conducted nationwide as the new lockdown measures were announced, found that:

  • 8 out of 10 Brits are wishing for a traditional Christmas this year, with nearly half of those wishing it more than any other year
  • Despite the lockdown starting this week, 68% of all respondents agree that ‘this year more than ever, it’s important to try and make Christmas as normal as possible’

The survey indicates that the three traditions Brits are most looking forward to are a Christmas Dinner with all the trimmings, decorating the tree with favourite baubles and shopping for special gifts for loved ones.  (see Editors’ Notes for more survey results) 

Despite store closures, Selfridges is committed to giving its customers imaginative digital solutions to help them to prepare for Christmas, combined with the magic of its 111-year tradition of extraordinary window displays. The 2020’s take on Selfridges’ famous Christmas windows will be simultaneously unveiled this morning in the London, Birmingham and Manchester stores. Customers are still able to visit the store’s Foodhall in London and its Pharmacy, whilst it’s Click & Collect service is operational across all Selfridges stores. The Selfridges team is ready to offer its unmistakable in-store Christmas experience when stores reopen in line with Government and Public Health England guidelines.

“Through ‘Once Upon A Christmas’ we hope to celebrate the traditions of Christmas in non-traditional ways, reimagined for the challenges of today. We are here to help our customers make the festive season special, however they might be celebrating and in readiness for a Christmas like no other.” says Selfridges Executive Stores Director, Maeve Wall.

The Selfridges digital shop at and the Selfridges App offers curated Christmas edits and unique gifts, virtual services that allow customers to shop from Selfridges’ stores via video call, inspiration and ideas for the festive season and virtual experiences for customers to enjoy from the comfort of home.

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