If you listen very carefully you might just hear sleigh bells. Or more likely it's the ice clinking in your cooling summer drink.
The scorching temperatures, that have prompted a level three heatwave warning in the South West of Britain, haven't stopped the opening of a new Christmas shop in Truro, Cornwall.
Complete with nativity sets, advent calendars and Christmas decorations the shop is leased by Truro Cathedral and was opened by The Dean of Truro, The Very Reverend Roger Bush.
With the South West basking in glorious sunshine Reverend Roger Bush said: "The message of Christmas - that God was made man in the person of Jesus Christ - is a message for the whole year and one that we want to share".
Despite being upbeat about the project Reverend Roger Bush admitted to the BBC that it seemed "a bit odd" to have a shop bedecked with Christmas items in the middle of a scorching July.
A spokesman for the Cathedral told ITV: "There has been a brisk trade so far, with people making very positive comments about the shop".