Christmas has come almost five months early to the central London retailer where the fourth floor has been decked out with 50,000 decorations.

Selfridges said it was the first department store in the world to launch its Christmas shop this year and even Santa Claus was in town for the opening.

But not everyone is feeling the festive spirit, with Twitter user Trevor A Bishop tweeting: "This helps take all the magic, wonder and being special out of Christmas. Far too early. Only interested in their own profit."

Bruce Summers tweeted: "Bloody hell most folk not even finished summer holidays yet!!"

But Selfridges said that eager customers - especially from overseas - were already starting their Christmas purchases.

The store said among this year's big trends were personalised decorations, disco gems, warm and white metallics, and Nordic wood.

Geraldine James, Christmas home and decorations buyer, said: "Despite the summer weather, we're in full festive mode here at Selfridges. We've been working on this year's Christmas Shop since Christmas last year.

"We have so many customers visiting from all over the world and eager to snap up festive souvenirs on their summer holidays, which they can't buy at home. So, we have to make sure we're ready to showcase Christmas decorations they will truly treasure."