Secrets of the Christmas window dressers
13 December 2013 Last updated at 00:22 GMT
Christmas window displays are a huge part of a store's festive marketing campaign.
For the department stores, the preparation is a job that goes on all year. For others, it is a more last-minute affair.
BBC News spent time with both Harvey Nichols in Knightsbridge and Oxfam in Dalston, east London as they prepared their seasonal displays - with different approaches.
Video Journalist: John Galliver
Real Time is a series for the BBC News website in which ordinary people tell their own extraordinary stories.