SELFRIDGES LAUNCHES SOS SHOPPING SERVICE FOR MEN-ONLY FOLLOWING NEWS THAT 80 PER CENT OF ITS CHRISTMAS EVE SHOPPERS ARE EXPECTED TO BE MALE
80 per cent of shoppers at Selfridges on Christmas Eve are expected to be men
He’s only had 365 days to complete it, however Selfridges, the world’s best department store reveals that for yet another year, 80 per cent of its male shoppers have left it to the final hour to purchase Christmas presents for their nearest and dearest.
Selfridges anticipates over 250,000 customers to start their festive shopping on Christmas Eve, and the majority of these to be men who rely on the expertise of sales colleagues to emerge laden with a gift selection that will bring tears of joy (instead of just tears), on Christmas morning.
With this in mind, Selfridges is to introduce a special 30 minute SOS shopping service for those men who are clueless to the art of Christmas present buying. Starting Saturday 18th December, and running until stores close at 5.30pm on Christmas Eve, Selfridges’ Gift Gurus will offer male customers an express 30-minute no fuss service – guaranteed to cater for all their last minute panic Christmas gifts.
The Gift Guru Express service will be available in all Selfridges’ stores nationwide. Customers are asked to go to Selfridges’ information desk, where the closest Gift Guru will be contacted via a radio-link and the 30 minutes starts from then. The service, which was trialled last weekend, was inundated with men wanting to take advantage of wrapping up their Christmas in one swift 30 minute session.
According to scientists, the reason behind men’s last minute panic Christmas shopping, compared to female’s more considered approach, is down to a woman’s love of spending hours browsing in shops while men prefer to be in and out in minutes, reflecting their primitive past when women foraged whilst men hunted and gathered.
Selfridges’ Gift Guru, Ena O’Neill said: “Last minute man does his desperate shopping in the final hours of Christmas Eve. He comes in and asks to be shown the most expensive fragrance and just goes with that. The trick to productive gift buying, even for those who have left it to the final hour is to prepare a list. Don’t be afraid of asking questions, to find out what people actually want, what size they are, and any dislikes. I am always amazed at how many men are petrified of shopping. Last weekend we had many grab-and-run male shoppers who admitted disliking the gift buying experience, but left the store with a a huge smile after their 30 minute, hassle free shopping session.”
Anne Pitcher, Buying & Merchandising Director at Selfridges said; “For some men, shopping at this time of the year can be quite a stressful and daunting experience, especially for those not accustomed to gift buying. Our Gift Guru Express service is targeted at these men specifically, and provides them with a productive and effective service, all keeping within the festive spirit”
Selfridges’ Top Ten Gift Guru Express Gifts (jewellery):
1. Chanel J12 watch in blue from £2,750
2. Boucheron Four Gold Ring, £2,160 without diamonds, £4,390 with diamonds
3. Theo Fennell Skull Ring in silver, from £250
4. Missoni Toy Watch £385
5. Natalia Brilli gold watch bracelet £205
6. Lanvin glass pompom necklace £1,115
7. Yves Saint Lauren arty cuff £595
8. Georg Jenson fusion white gold ear studs £895
9. Hermes Enamel bracelet £375
10. Tiffany Praseolite cocktail ring £635
Selfridges’ Top Ten Gift Guru Express Gifts (beauty):
1. Bare Escentuals make up box £500
2. Benefit Dolls House £400
3. Chanel No 5 soap box set £30
4. Nars Kabuki Box Bowls £95
5. Lancome Exclusive Juicy Tube gift set, £30
6. Bobbi Brown Deluxe Beauty Trunk £350
7. Jo Malone Pomegranate Noir Collection £259
8. Vivienne Westwood Naughty Alice 50ml gift set, £50
9. Supersized Chanel No. 5 £800-£3,000
10. Creme de La Mer Globetrotter £950