A shopper in Debenhams apparently threw himself from the third floor escalator as shoppers watched on in horror.
Witnesses who were Christmas shopping at Debenhams in Oxford Street in London had to be treated for shock. There were five children among the witnesses.
A member of staff, who did not want to be named, told reporters: “I was on the first floor and just saw this thing speed past me. I looked down and saw a giant pool of blood.”
Another eyewitness said: “I heard a loud bang, commotion followed and a man was lying on the ground. I initially thought it was fireworks.”
Another shopper stated: “It was obvious something horrible happened.
“Decorative boxes for a Christmas display were scattered around and about 20 minutes later they said over the Tannoy the store was closing immediately.”
A Met police spokesman said: “Police were called to Debenhams in Oxford Street to a man who had fallen from an escalator.
“Police and London Ambulance Service attended and the man was pronounced dead at the scene.”
Reportedly the man had most likely jumped to his death and not tripped or fallen.