Intu Chapelfield in Norwich is putting its Christmas decorations up a month early.
Norfolk's largest shopping centre says it knows it is risking the wrath of shoppers as it puts up decorations, but that it is all to raise money for East Anglia's Children's Hospices (EACH).
The star-shaped Christmas installation is visible from all three floors with baubles, lights and butterflies hanging down from the roof.
Shoppers can purchase a butterfly bauble for £15 with all proceeds going to the charity as part of the Butterfly Bauble campaign.
Marketing manager for Chapelfield, Sheridan Smith, said: 'Some people might feel Christmas has started too soon at intu Chapelfield this year.
'But it's all about starting the season of goodwill early so we can raise thousands of pounds for EACH.'
Intu hopes to raise £10,000.
Butterfly Baubles are available to buy online at www.each.org.uk or at the customer service desk.
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