It may still be November, and the umbrellas may be up, but in the West End, with the help of some fake snow, it's starting to feel a lot like Christmas.
The annual car free day sees the traffic banished from the streets - and the shoppers come out in force.
Boy-band McFly got the party atmosphere going, and delighted their fans, with a performance in Oxford Circus. But had the boys, Tom Fletcher, Danny Jones, Dougie Poynter, and Harry Judd, started their Christmas shopping?
"I actually started last night online and I've got a few things that are in the line up to be potentials," said Danny.
"I've been doing some shopping online too," said Dougie, "And I've sent it all to your house, Tom."
"I've just been researching what I want!" said Harry.
Meanwhile, there were more celebs lending their support behind the tills; TOWIE's James Argent surprising shoppers in one store.
And for many retailers, the prospect of bumper sales today will bring some early festive cheer:
Jace Tyrell from the New West End company told us: "We had a very different trading pattern in the summer in the West End. A lot of people are coming back now. October was up 6.8 per cent so I think it's all to play for.
And with just month to go to the big day, many London retailers will hope good sales this Christmas will also signal a Happy New Year to come.