Selfridges unveils Christmas campaign in London, Manchester, Birmingham and digital stores

By Lollie Hancock | Published: 23-Oct-2026 Lollie Hancock
Retail Marketing

Luxury British department store chain Selfridges has released its Christmas campaign, taking consumers around the world through festive cityscapes and in-store experiences

Selfridges unveils Christmas campaign in London, Manchester, Birmingham and digital stores

Selfridges is taking notes from Santa as it brings its consumers on a journey across the world through its 2026 Christmas campaign.

The ‘Christmas and the City’ campaign sees the luxury British department store chain Selfridges transform the 12 windows of its flagship location on London shopping destination Oxford Street into scenes from across the globe.

The window display includes nods to Mexico City, Rio de Janeiro, Lagos, New York City [NYC], Bangkok, Hong Kong, Tokyo, Copenhagen, Milan, Paris, London and Vice City.

Scenes follow Santa’s pit stops across the world, including rooftops in Paris, France and travelling through Thailand's Bangkok on a tuk-tuk.

The flagship store features a  New York-inspired Downtown Café, with a backdrop of illuminated skyscrapers, festive scenes in every window and a subway carriage to dine in. 

Here, visitors can enjoy afternoon tea, New York diner classics and signature cocktails, with highlights including the Lox Bagel, Classic Hot Dog, NYC Cheesecake and Coke Float.

The Cloakroom Bar will host a late-night Parisian cabaret throughout the holiday season, with performance tickets available to book for selected Thursdays through November and December.

Selfridges' 2026 Christmas campaign introduces a host of new characters

Selfridges' 2026 Christmas campaign introduces a host of new characters

"Christmas and the City has been imagined by our teams to create special memories to share and to make everyone feel welcome,” said Selfridges CEO André Maeder.

“Selfridges has always moved with the energy of our cities and this Christmas, at the heart of London, Manchester and Birmingham, we are celebrating cities real and imagined from around the world. 

“There is no place like Selfridges at Christmas; it is a truly unmissable experience.”

To mark Christmas in the City, Selfridges will unveil NYC-inspired yellow taxis, running across London and Birmingham, as well as yellow tram takeover in Manchester, stopping off at both the Trafford and Exchange Square stores.

To bring the campaign to life, Selfridges introduces a new cast of characters, including Bellhops and Showgirls, to act as city guides to the best entertainment in every store.

From 1 December, Santa will be hitting stores with his elves to spread Christmas cheer, while the Bellhops ”bring charm, mischief and theatre to every floor,” according to the retailer.

Meanwhile, the Showgirl turns the stores into theatres as she headlines the Snow Show – a Broadway-inspired performance open to all at Selfridges’ London, Birmingham and Manchester Exchange Square stores.

Manchester will also host Italian celebrations at the Exchange Square location with San Carlo Bottega's The Big Panettone Party: a three-course meal with live music and panettone to finish.

The campaign has now rolled out in store locations across the UK and on selfridges.com.

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