Britain | Tidings of joy

Fortnum & Mason caters to a demand for festive fun

The 317-year-old British retailer lights up for Christmas

The annual 'advent calendar' façade decorations at Fortnum and Mason.
Light entertainmentPhotograph: Alamy

British retailers are short on festive cheer. Consumer confidence remains weak ahead of Christmas. But behind the illuminated façade at Fortnum & Mason, an upmarket department store, the show goes on. Dancing pine cones adorn its atrium. Shelves are stacked with seasonal treats from mince pies to cognac butter and sparkling tea. “People are looking for a bit of joy,” says Tom Athron, Fortnum’s CEO.

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This article appeared in the Britain section of the print edition under the headline “Tidings of joy”

From the December 7th 2024 edition

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