Debenhams is bringing gifts and experience to its stores this Holiday season. Britain's leading in-store gift experience business, Activity Superstore, is using virtually reality (VR) for the first time to bring gifts to life in 21 Debenhams stores. Activity Superstore sells a wide variety of experience gifts from sedate afternoon teas to racecourse visits, supercar drives, spa days, river cruises, theatre trips and more. The new initiative sees four of its experiences available in-store with VR being used to get potential purchasers' adrenalin pumping when they immerse themselves in an activity such as a helicopter ride. It's a new way of making the in-store experience more exciting than just tapping the 'click to buy' button at home. Richard Vanoli, head of merchandising at Debenhams, said: "We know that customers buying gift experiences are keen to get an understanding of what the activity will look like before they purchase. Incorporating virtual reality into the sales process enables us to give shoppers an immersive snapshot of what's on offer."