Climbing temperatures, which triggered a "level three" heatwave warning in the South West, have not put off the opening of a new Christmas shop.
The shop in Truro, Cornwall, will sell nativity sets, decorations and advent calendars.
Leased by Truro Cathedral, it will be opened later by its dean, the Very Reverend Roger Bush.
He admitted it seemed "a bit odd" to have a shop bedecked with Christmas items in the middle of July.
"We've had a successful Christmas shop within the cathedral for many years and we've found, oddly enough, that during the summer months when we get more visitors, people want to buy good quality Christmas products," he said.
"I know it looks a bit odd, culturally, to have Christmas things in the middle of perhaps the hottest time we've had for many years, but we do believe there is a demand for this."
The dean said opening a High Street shop did not mean the church was exploiting the commercialisation of Christmas.
"I don't think there's anything wrong in being commercial, but we've got to be very careful how we get our message across," he said.
"If there's a genuine demand for things and we can meet that demand, it's absolutely fine."