It is, of course, the Archbishop of York's job to remind us of the true message of Christmas. But Dr David Hope is fighting an increasingly difficult battle.
Being mid-October, the seasonal frenzy is already well underway.
Some hotels have the decorations up. Supermarkets' seasonal stock is on sale. Santa's familiar red face is popping up on merchandising everywhere.
There is, however, little sign of Christ.
As Dr Hope has observed, even advent calendars, which have traditionally told the story of the Nativity, are now more likely to picture Boyzone than the infant Jesus.
Dr Hope's warning is a timely reminder that Christmas is a spiritual, not a commercial, festival.
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