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Celebrities to appear at retailer’s tills throughout the day

Boris Johnson meets with London retailers ahead of the West End’s VIP day

As shoppers gear up to spend an estimated £100m in the West End this Saturday, Mayor of London Boris Johnson met with a number of retailers for a briefing.

Hamleys chief executive Gudjon Reynisson, Debenhams director of marketing Richard Cristofoli, Marks and Spencer director of retail Steve Rowe and Selfridges UK managing director Anne Pitcher were all there to talk about the impending Christmas shopping spree, which takes place on Oxford Street and Regent Street.

Parking will become free from 8am to 8pm, and celebrities will be appearing at retailer’s tills throughout the day. There will also be 100 trained ‘West End Gift Gurus’ on hand to help shoppers find the perfect Christmas gifts.

“2012 has been a bumper year for London with millions of visitors pouring into the capital to soak up the incredible atmosphere throughout our magnificent summer of sport and pageantry,” said the Mayor of London.

“London’s West End was a huge draw and the VIP Day is the perfect way to build on that momentum, kicking off the Christmas festivities for shoppers and giving them a unique experience in our world-renowned flagship stores.”

American Express, who are sponsoring the event, will be donating £1 per transaction over the whole weekend to partner charity Make-A-Wish.

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