While pubs around the country have been getting in the Christmas spirit with fairy lights and the odd bit of tinsel, The Churchill Arms has taken festive cheer to another level.
In an attempt to secure its status as Britain's most festive pub, the Kensington-based bar has adorned its exterior with 90 Christmas trees and 21,000 lights, according to ITV News.
The big Christmas tree light switch-on is an annual event that requires over a week's work of labour, but for landlord Gerry O'Brien, it's worth the time and effort.
"We do it for our area - it's lovely to see people's reactions, and Christmas is such a special time of year," he told ITV. "It's only once a year and we should make the most of it and enjoy it. It's good for business too, people come from all over to look at the lights."
It's a dazzling display, but it's not cheap. The pub reportedly spends over £30,000 on decorations each year, and when it's not covered in Christmas trees and reindeer lights, The Churchill Arms is a West London tourist attraction thanks to its hanging baskets and flower boxes.