Selfridges Christmas shop may not be leaner in 2020, but it’s certainly greener.
Normally, this article begins somewhat scornfully, by noting that Selfridges have opened their Christmas shop in July (and that was last year, FYI – an a normal year, 2020 could quite easily have seen a June opening date). Here in 2020, and perhaps prompted by the pandemic, however, Selfridges have opted for a far more sensible opening of October 12, a full 74 days later than last year. And that’s not the only thing that’s new, as this year’s Christmas shop will be their greenest festive shop ever.
Usually, Selfridges try and beat their fiercest rivals (Liberty, John Lewis, et al) to the punch, fuelled by the knowledge that their festive decorations and souvenirs are incredibly popular with visitors from overseas, and a desire to give them as much time as possible to bring them home for Christmas. It’s Capitalism 101, baby.
But in 2020, they’ve got bigger issues on their mind. Chief amongst them is sustainability, with a mission of being kinder to the planet in the forefront of their planning for this year’s Christmas shop. Half of all the products in the Christmas shop – be it decorations, crackers, cards, or wrapping paper – are sustainably sourced, in what they’re calling the largest sustainable collection on the UK high street.
The decorations on offer are forest-friendly, plastic-free, made from recycled materials, or – in some cases – pre-loved and up for resale. It’s an excellent opportunity to shop for all the baubles and tinsel you could wish for, whilst still being kind to the planet: a key part of Selfridge’s ongoing Project Earth initiative, which aims to increase the prevalence of sustainable sources for their products by 2025. In a year where global health issues have put the ever-increasing threat of climate change in the background, that’s a very good outlook to have. Seems like Christmas is going to be sustainably merry, and merrily sustainable this year!
Also published on Medium.