Record numbers of shoppers are expected to take over the streets of London’s West End this Saturday, 2 December, when Oxford Street and Regent Street are both closed to traffic for the day for the first time in history. London’s West End greets 40 million shoppers from all over the world during the six week Christmas period and hundreds of retailers are joining forces to offer a whole host of festive treats and live entertainment in celebration of the day that traffic is banned and VIPs (Very Important Pedestrians) rule the streets of the West End.

The traffic-free street event runs from 11am to 4pm, with shops open until 9pm.

In keeping with the Shop West End VIP theme, West End shops such as GAP, House of Fraser, Marks and Spencer, Debenhams, Penthaligons and John Lewis will be giving shoppers the Red Carpet Treatment with power pampering sessions, free manicures, foot and neck massages and beauty makeovers, (guys should head to Burton’s for free deluxe shaves), as well style advice from celebrity designers and stylists such as Mark Heyes (GMTV Style Guru) at GAP and designers to the stars, Pearce Fionda at Debenhams.

To keep shoppers going, absolutely fabulous festive feasts and fizz will be bountiful, with shops such as Levi’s and Aquascutum, amongst others, giving away free champagne and shops such as Austin Reed, Evans, Gerry Weber, Godiva, Mamas and Papas, Ted Baker and Wallis amongst others, offering a complimentary season menu of mulled wine, gluwein, eggnog, mince pies, gingerbread cookies and toasted chestnuts and almonds, canapés.

Don’t Miss:

* Your chance to meet a reindeer outside Austin Reed all the way from Lapland!

* Peter Rabbit meeting and greeting children on the eve of the world premier of “Miss Potter” starring Renee Zellweger and Ewan McGregor at Wedgwood in association with Momentum Pictures.

* The carbon friendly Timberland Tree Garden, planted with real trees bearing “winter fruit”. After the event, all trees will be donated to a garden for London’s homeless.

Full details of the plans for Shop West End VIP Day, including designer discounts and complementary goody bags, must-see street entertainment and special events hosted by many of the West End’s 600 shops, can be find on http://www.newwestend.com/vip/ or phone +44 207 462 0689.

Look out for the West End Red Caps, the meters and greeters of the area who are on hand to give advice to visitors on shop locations, directions and tips where to eat and drink.