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Pictures: Want to see what the Brown Thomas Christmas shop looks like?

There are 126 days until Christmas, just saying.

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Updated at 11pm

WE’RE STILL WEARING our shades and enjoying the last bit of the summer sun (well, what we had of it, anyway) but Christmas has hit the high street.

Despite there being 126 days until Santa pays a visit to us all, it’s Christmas time in Brown Thomas. 

Today the high-end retailer launched its Christmas market at its stores in Dublin, Cork and Limerick.

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The question everyone is asking – why so early?

“It’s the same question everyone asks, but we open at the same time every year and it is really because of customer demand,” explained Brown Thomas’ Seasonal Homeware Buyer Edel Woods.

We have customers shopping really early, interior designers, hotel groups and tourists picking up things.

She explained that some customers get in touch asking when Christmas stock will be arriving in store.

There are customers who absolutely love Christmas and are in store for the first pick.If you want to get the best products you have to get in early.

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‘Would you come off it,’ you might hear some people say, but apparently there are some people who just can’t wait for Christmas.

“On Monday morning when we were setting up and items weren’t actually for sale yet, a lady bought two of our giant nut crackers, so we have already sold items already, pre-opening, as customers are that interested,” said Woods.


While Selfridges in London has a bauble priced at £210, you won’t find anything like that in Brown Thomas.

We don’t have a bauble, but we do have a giant nutcracker at €220 and a musical Christmas globe that retails for €175 – there are a few wow stand-out pieces that will be of interest to some people.

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Glancing around the store there are items from €3 upwards.

“There is a perception that we are going to be expensive but we are really competitively priced and we believe some of our Christmas trees are some of the best on the market and are really keenly priced,” said Edel.

If you are so inclined that you want to show off where you got you Christmas decorations this year, the store has introduced some Brown Thomas branded decorations that you can hang from your tree.

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Two shoppers who wandered into the Christmas themed area of the store told that while it may be a little early, it was “just a bit of fun”.

“No one is forcing anyone to come in here, if you don’t want to see Christmas stuff, just don’t come in,” she said.

“I think it is actually really tastefully done. I’m actually getting a few ideas from it,” said another shopper.


If you are going have a gander in store, don’t fear, there is no Christmas music to be heard. That would probably just push people over the edge.

Christmas music will only be played in store nearer the time, most likely after Halloween, explained Woods.


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