Harrods London

DANCING AND SHOPPING: Harrods has always been known to attract big crowds that camp outside its doors in the early morning hours of Boxing Day, the first day of its winter sales in the U.K. But this year the British department store plans to turn the occasion into a singing and dancing celebration, by treating bargain hunters to a surprise performance by the cast of “Elf: The Musical.”

The store’s green-uniformed butlers will also be offering hot chocolate to keep shoppers warm.

Based on the popular film “Elf,” the 10-week musical has broken box office records in London’s West End and will end its run by performing the show’s most popular songs, as well as a tap-dancing routine, for Harrods shoppers.

“Our cast are thrilled to be working with Harrods, and we aim to provide shoppers with a fantastic Christmas surprise,” said Michael Rose, producer of “Elf: The Musical.”

The winter sale offers discounts up to 50 percent off for women’s fashion lines, while accessories are reduced by 40 percent.

Expecting over a million customers during the four-week sale period, this is one of the most important trading periods for the Knightsbridge store.

By embracing retail theater, the store plans to provide the most luxurious experience for customers and maximize sales.

Harrods has previously worked on initiatives that enhance the shopping experience, by hosting a pop-up Dior exhibition and café, as well as a Prada retrospective.

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