Selfridges Christmas theme this year is ‘Once Upon A Christmas’ which celebrates the magic and traditions of Christmas and reimagines them for the challenges of today. The choice of a traditional take on Christmas by Selfridges this year is backed by a nationwide survey by OnePoll that shows that nearly 80% of Brits are wishing for a traditional Christmas this year and 68% agree that this year ‘more than ever’ it is important to try and make Christmas as ‘normal as possible’.

Despite store closures, Selfridges has committed to giving its customers imaginative digital solutions to help them 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 has been unveiled 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.


“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 2020 windows introduce a cast of iconic and unexpected characters, from Santa to eccentric ‘living room revellers’, each window tells a timely story of old traditions meeting new ideas.  In a year that saw Selfridges announce ambitious new sustainability targets through its Project Earth commitments, windows have been designed with even more focus on using sustainable, recycled, upcycled and recyclable materials wherever possible. The Christmas Shop, this year is Selfridges greenest-Christmas ever.

This year Santa can be found in Selfridges’ biggest and most festive window at the corner of Oxford and Orchard Street, dancing around his Christmas tree adding the finishing touches. Father Christmas is decorating his tree in a mix of in-store decorations with some created by our family, the Selfridges team. He is balancing on a flocked red cherry picker covered in multi-coloured fairy lights.

Photography: copyright Matt Writtle