“Christmas in July” has always been a fun promotion for salespeople of various stripes, but it seems to be working its way more into all aspects of society.

Parties, craft projects, giveaways and more in July increasingly have a Christmas theme. Maybe it’s just our way of trying to beat the heat by imagining awakening to a snow-covered ground and gifts under the tree on Christmas morning. Even Amazon Prime Day happened this week, and — let’s be honest — some of those purchases were Christmas gifts for those who like to have all of their shopping done by the time the pumpkins hit the porches.

But you may also have seen a few Christmas in July ads in our paper this month, drumming up donations for the Cheer Fund.

The Cheer Fund is a decades-old project of the Suffolk News-Herald that collects money to be used to purchase the toys handed out by the Salvation Army. Donations large and small are collected from the community — individuals, families, organizations and foundations, not to mention groups of all kinds, ranging from Sunday school classes to office co-workers.

It’s never too early to add your donation to the campaign. Donations to the Cheer Fund are accepted year-round.

To donate to the Cheer Fund, send a check to P.O. Box 1220, Suffolk, VA 23439, or bring it to the newspaper office, 130 S. Saratoga St., from 8:30 a.m. to 5 p.m. Monday through Friday. We will list your donation in the newspaper, but it can be marked “anonymous” if you like. Donations may be made in honor of or in memory of someone. If you bring the check to our office, we’ll take your photo as you hand it to one of our staff.

For more information on the Cheer Fund, call 934-9609.