Oxford Street department store Selfridges is known for many firsts and among them is that it was the first department store in the UK to have window displays for Christmas.

It was in 1909, having opened the store in March that year, that American Harry Gordon Selfridge, drawing on his experience in the states where Macy’s in New York had featured Christmas window displays since the 1870s, decided to illuminate the display windows at his store in a bid to allow passersby to see the goods on display.

The windows were just one of the many innovations aimed at celebrating Christmas Selfridge – who is credited with having been the first to use the line “only (x) number of shopping days till Christmas” while working at Marshall Field’s in Chicago – embraced in the store.

Christmas displays were said to almost cover an entire floor and there were mince pies for customers, a chance to visit with Santa Claus, and a gift advice service as well as men-only tours of the store to help them with buying gifts for the females in their lives.

This year’s Christmas display at Selfridges was created around the theme of ‘showtime’ and reportedly took 100 hours to put together. It features characters including Santa Claus and the elves in a workshop.