So with Halloween and Bonfire night passed, Christmas is officially on the agenda. To celebrate Selfridges have 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.

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 were unveiled last week in Birmingham and 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 Birmingham’s General Manager, Sam Watson.

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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