When exactly is the right time to get into the festive spirit is a subjective thing but even Santa himself must consider July too early.
Well, not this one. While some people put up their Christmas decorations long before December, and shops begin advertising their seasonal offerings months before the big day, Steve Richards is already months into Christmas.
The Swansea pensioner has been dressing up as Santa this week at the height of summer and in the middle of a heatwave to sing and dance along to a few Christmas favourites.
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The reason, says the 72-year-old, is nothing more than to put a smile on the faces of neighbours and passers-by who could all do with a bit of levity after 16 months of pandemic and lockdown.
The other reason? "I'm a nutter and I love a joke and a laugh," he said.
"I've been in entertainment all my life. It started in the 60s and the 70s when I used to roadie. I would help out with the likes of Swansea legends Martin Ace and Spiv. "I've done dance classes, line dancing. I was with Samba Tawe for 17 years.
"I enjoy rock 'n' roll and country music and often dress up as cowboys or native Americans. And I always do something as Father Christmas every year".
His latest turn, which sees him decorate the front of his house in Gendros with Christmas reindeer to enhance the festive mood, has gained traction on social media. One wrote: "He's amazing and always makes me smile and laugh every time I pass."
Another said: "I've lived opposite Steve for years. He's a great guy with a love for life. I hope I'm like this when I'm in my 70s."
One posted: "This guy is amazing, always out playing music, definitely brings a smile to my face when I pass."
Steve, who still works driving a bus for special needs youngsters, said: "I do Santa every Christmas of course. And the other day I just thought: 'Why not?'. You can't ask a nutter why he does it.
"I like to entertain people and put a smile on people's faces, especially because it's been such a tough time with the pandemic.
"The neighbours seem to enjoy it and I get loads of cars tooting as they go past."
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