Christmas comes months early to The Valley in Evesham

Valley Evesham gave shoppers an early Christmas on July 27 with snow machines, a giant gingerbread house and a Christmas dinner.

Phil Maclean, Retail Director at The Valley, said: “Our aim was to provide our visitors with a truly memorable and unique experience.

“Christmas in July offers families the opportunity to experience the magic of Christmas in a completely different setting.

“It’s about spreading joy and having fun, no matter what time of year.

“The turnout was fantastic and showed how much people love Christmas.

“The atmosphere was great and many visitors were infected by the crazy party spirit that we had intended.

“For those who were unaware of the event, it may have been a surprise to hear Christmas music at the mall, but rest assured, we are now back to our summer festivities… at least until the real Christmas is around the corner again.”

Families flocked to the Valley in Christmas costumes for the event, which was organised in support of BBC Dragon Sara Davies' Christmas product 'Crafters Companion'.

One participant, Jo Edwards, said on Facebook: “I think this is simply the craziest, most amazing idea I have ever seen.”

“The world seems so messed up right now and what we need is Christmas lights and all that stuff.

“That sounds completely justified to me.

“Be gone, you grinning faces, just disappear, as the fairy godmother would say.”

For the day, the Crafters Companion Store was transformed into a giant gingerbread house, complete with snow machine.

Another participant, Sarah Thompson, said on Facebook: “We had a lot of fun.

“My kids loved seeing Santa in the summer and the snow machine was a magical thing.”

The Valley is home to numerous shops, restaurants and family-friendly activities and Martin and Carr Vets recently announced that it would be moving to the shopping centre from Lime Street in Evesham.

Amy Baldwin, Clinic Manager at Martin and Carr Vets, commented on the move: “So far, the vast majority of customers have responded very positively and said they are looking forward to the new premises.”

“We are aware that some of our local customers will no longer be able to walk to us and the journey will take longer, but it will definitely be worth it.”