SHOPPING

The countdown to Christmas has begun. It’s a concept that was thought up by Selfridges’ founder Gordon Selfridge, who coined the phrase to motivate his staff to sell at the Marshall Field department store in Chicago 120 years ago. Ahead of his time, he also devised the idea that ‘the customer is always right’.

On moving to London, where he opened his eponymous store in Oxford Street in 1909, Selfridge tackled the Christmas season with huge gusto, creating window displays showing a magical wonderland.

Throughout the ensuing 100 years, entertaining customers at the store during the festive season has been developed into a fine art. Last year’s décor included a display of 60,000 LED lights woven into window foliage, coupled with five tonnes of giant red Christmas baubles and the triumphant return of Santa himself after a 40-year absence.

This year’s theme is taken from one of the best-loved British Christmas traditions — pantomime — and the windows, swathed with theatre curtains, showcase classic imagery from the panto stage. It’s saucy and risqué, echoing the experience of panto-goers over the generations. The display will run until Christmas Day. Oh yes it will!

Shopping, Seduction & Mr Selfridge (£8.99, Profile Books) by Lindy Woodhead is out now.

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