Selfridges Unveils Christmas Campaign In London, Manchester, Birmingham And Digital Stores

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Selfridges has launched its 2026 Christmas and the City campaign in its London, Manchester and Birmingham stores and online. The campaign includes 12 global-city-themed Oxford Street windows, themed food and entertainment, and city-specific transport activations.

Selfridges has launched its 2026 Christmas campaign across stores in London, Manchester and Birmingham, as well as on its website, with city-themed window displays, dining and live entertainment. Called Christmas and the City, the campaign turns the retailer’s Oxford Street flagship windows into scenes inspired by places around the world and adds seasonal events across its UK locations.

The Oxford Street flagship’s 12 windows depict destinations including Mexico City, Rio de Janeiro, Lagos, New York, Bangkok, Hong Kong, Tokyo, Copenhagen, Milan, Paris, London and Vice City. The scenes follow Santa on stops around the world, with examples ranging from Paris rooftops to a tuk-tuk ride through Bangkok, according to the campaign description.

Inside the London store, a New York-inspired Downtown Café features illuminated-skyscraper décor and a subway-carriage dining setting. The menu includes afternoon tea, diner-style dishes and cocktails, with items such as a Lox Bagel, Classic Hot Dog, NYC Cheesecake and Coke Float. The Cloakroom Bar is also scheduled to host a Parisian cabaret on selected Thursdays in November and December, with tickets available to book.

Selfridges is adding yellow taxi activations in London and Birmingham and a yellow tram takeover in Manchester, stopping at the Trafford and Exchange Square stores. The retailer says Bellhops and Showgirls will act as guides and performers. Santa and his elves are due in stores from December 1, while the Broadway-inspired Snow Show is open to visitors at the London, Birmingham and Manchester Exchange Square locations. Manchester’s Exchange Square store is also set to host San Carlo Bottega’s Big Panettone Party, a three-course meal with live music.

A Retail Campaign Across Three Cities

The launch shows how Selfridges is extending a seasonal campaign beyond its shop windows into food, performance and transport. The mix of events gives shoppers several ways to encounter the campaign at different branches, while the online rollout brings it to customers who are not visiting those stores.

The activities are also tailored to particular locations rather than presented as a single identical programme: London has the New York-themed café and cabaret, Manchester has a tram activation and panettone event, and the Snow Show is scheduled across three cities. The source does not provide attendance, sales or other performance figures, so the campaign’s commercial impact is not yet known.

From Window Displays to City Events

Selfridges’ campaign is titled Christmas and the City and frames the season through real and imagined urban destinations. The Oxford Street windows supply the most visible part of the concept, while in-store dining and performances give the theme additional forms across the retailer’s locations.

The campaign follows a familiar festive retail format—seasonal displays and events—but the details supplied here are specific to Selfridges’ 2026 programme. The company says the rollout is active in stores and on selfridges.com. The report does not specify an end date for the campaign or give a complete schedule for every activity.

““Christmas and the City has been imagined by our teams to create special memories to share and to make everyone feel welcome.””

— André Maeder, Selfridges chief executive

Event Schedules and Visitor Details

The report does not give attendance forecasts, campaign spending or sales expectations, and it provides no results from the rollout. Those figures would be needed to assess the campaign’s business impact. It also does not list dates for every performance or event; the Parisian cabaret is described as taking place on selected Thursdays in November and December, with bookings available, but no full schedule is supplied.

Further operational details remain unspecified, including the exact routes and timetables for the yellow taxis and Manchester tram, and whether all activities require advance booking. The report says Santa appearances begin December 1 but does not set out which stores he will visit on each date.

Seasonal Events Continue Through December

Selfridges’ seasonal programme is set to continue through the holiday period. Santa and his elves are scheduled to start visiting stores on December 1; selected Thursday cabaret performances are planned for November and December, and the Snow Show is listed for the London, Birmingham and Manchester Exchange Square stores.

Customers can check Selfridges’ store and online channels for booking information and event schedules as the season progresses. The source material does not identify a final date for the campaign or announce further events beyond those described.

Key Questions

Where has Selfridges launched its 2026 Christmas campaign?

The campaign has rolled out in Selfridges stores in London, Manchester and Birmingham, as well as on selfridges.com.

What is the Christmas and the City campaign?

It is Selfridges’ 2026 festive campaign, built around real and imagined cities. Its Oxford Street flagship has 12 windows themed around destinations including Paris, Bangkok, Tokyo and New York.

What events are planned at Selfridges this Christmas?

The programme includes a New York-inspired café and Parisian cabaret in London, a Broadway-inspired Snow Show in three cities, Santa visits from December 1, and a panettone event at Manchester’s Exchange Square store.

Will the campaign include transport activations?

Yes. Selfridges says yellow taxis will operate in London and Birmingham, while a yellow tram takeover in Manchester will stop at the Trafford and Exchange Square stores. The report does not provide routes or timetables.

Source: rss