A radio station in the US is already playing Christmas music.
But it's not a shameless bid to further commoditise the holiday that some listeners have mistakenly assumed. The station has agreed to play the music months ahead of schedule to help dying toddler Brody Allen.
The two-year-old, who has a rare form of brain cancer, has asked to celebrate the holiday early in case he doesn't make it that long.
Cincinnati, Ohio, radio station WARM 98 has promised to add a little Christmas cheer to its broadcast at least once an hour.
"You should see the Facebook comments that we're getting," radio host Jim Day told news outlet WKRC. "As soon as we explain it, they're like, 'Oh, that's a really good reason', and they're fine with it."
The station has also organised another "Christmas miracle" for tomorrow in which staff and listeners will sing carols in the child's neighbourhood, which is already adorned with decorations. A Christmas parade will take place on Monday.
"Just all over the world he's touched people," said radio station co-host Amanda Orlando, explaining that little Brody has received Christmas cards from as far away as Australia, Lebanon and Japan.
It was a sentiment echoed by Brody's father, who choked back tears earlier this week as he spoke about the community and worldwide effort with a reporter for local station Fox19.
"To have so many people across the world reach out to my son and to tell him, 'Merry Christmas, we're thinking about you and we love you', is just the greatest gift that I as a father could ever give him," Todd Allen said.
Cards can be sent to the family at 9696 Adair Court, Cincinnati, Ohio 45251, USA.
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