Parents who have taken their little angels to see Father Christmas in his grotto at Selfridges got a shock: he’s not there this year. No lists, no photos on the knee, no overpriced gift. Uproar has ensued.
The store’s PR team tells Mr Steerpike: ‘Selfridges will not be having the traditional Santa’s Grotto this year. We felt a different direction was needed for 2013’. Santa has been downgraded to a roaming personal shopper who ‘advises customers on the perfect, and personalised presents.’ But one source has a different view: the store’s international clientele aren’t bothered about Christmas so the space required to recreate Lapland is no longer economically viable.
But, ye traditionalists, panic not. Apparently we are set to see the ‘return of the Elfridges.’ Whoever they may be.
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