Patriotic purchases and trendy technology are dominating sales at Selfridges in the lead up to Christmas.

The department store group identified Christmas winners so far as the Kindle, Japanese wine, the iconic Christmas jumper, children’s tablet computers, white truffles and British-themed decorations. 

Selfridges’ London-themed decorations are trading 30% up on last year and London-themed products accounted for the department’s top five best-sellers.

American record producer Dr Dre’s branded Beats Studio headphones are also likely to perform strongly at £269, according to the retailer.  

Apple’s iPad 2 is Selfridges’ most popular tablet while the Kindle is the third best selling techno gift.

Technology is also the winner in the children’s section with the InnoTab by VTech tablet, which has a focus on learning and play, proving popular.

Sales of American-style popcorn makers, soda stream and candy floss makers and slush puppy machines, priced between £25 and £40 are up 60% on last year.

Fashion and beauty sales are strong. Sales of fake eyelash sales have increased by 60%, Groom’s Lash Lounge bookings are up by 30% on 2010 and Cashca’s £350 cashmere robes are up 40% on last year.

White truffles costing up to £7,500 a kilo have notched up an increase of 380% on last year as customers add a touch of luxury to festive soirees, the retailer said..

Selfridges’ managing director Anne Pitcher said: “Christmas is the time of year when Selfridges comes into its own, offering its own distinctive take on the festive season.

“This year sales of traditional gifts with a Selfridges twist have proved most popular, proving that even the most age-old traditions can improve with a little makeover.”