Sizzling summer temperatures will not stop the opening of a Christmas shop.
The shop, in the heart of Truro's shopping centre in Cornwall, is stocked with advent calendars, cards and nativity sets.
It is hoped that customers will snap up the festive items despite the hot weather - and five month wait until Christmas.
The shop is leased by Truro Cathedral and will be opened later by The Dean of Truro, The Very Reverend Roger Bush.
He insisted that the message of Christmas should be shared "for the whole year".
"Some people will find this a difficult decision to understand," the Dean said. "But the cathedral has to generate profits from its commercial arm, the shop and the restaurant, in order to help finance its core activities of worship, education and outreach and to help keep this beautiful building open.
"The positive way in which the Christmas Shop in the Cathedral has been received in the past five years leads us to believe there is a genuine demand for these quality religious products.
"There is nothing about our Christmas shop that is exploitative in any way and our products speak directly to our Christian faith. 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."
Truro Cathedral has been running a summer shop inside the cathedral for the past five years.
James Barker, Truro Cathedral shop manager, said: "We have really been surprised at how well the Christmas Shop works. People seem to appreciate the quality of the traditional range of items we hold; our nativity sets always sell well. We are going to give it a go and see what happens."