Retailers are already getting ready for the holidays with the Christmas in July festival

British retailers were planning for the holiday season this week, in a basement showroom on an ordinary London street. Sparkling silver trees marked the entrance to the two-day Christmas in July Festival, where 70 retailers and brands each paid between £2,500 ($3,280) and £10,000 for an exhibition stand to show off the products that they hope will fly off the shelves this holiday season. In 2017, Brits spent an average of £475.21 per household on Christmas gifts.