What: Selfridges is opening a must-visit destination for its London flagship by creating what has been dubbed the biggest Christmas shop to date for the department store.

Why it is important: Located on the fourth floor of the Oxford Street store, the Christmas shop will be 20% bigger offering lights, ornaments, advent calendars, gift wrap and cards alongside personalization services.

According to the luxury department store, 50% of the decorations will be exclusive to this location and 60% will be part of the Project Earth label as more planet-friendly options.

Website analytics showed that Selfridges website searches for decorations rose 60% while advent calendar searches have risen 60%.

Selfridges biggest Christmas shop to date