AS Huddersfield continues to swelter in rising temperatures, people are desperately trying to keep their cool.
Britain has already seen the third warmest June and July for the past 100 years - and that's good news for sellers of bottled water, fans and air conditioning.
Bronte Water, which is based in Honley, has seen demand treble over the past week.
By Thursday morning, its Woodhead Road warehouse was bare.
"We did not have a bottle of water left," said director Tim Saville.
"I have never been in a situation where we have not had a single bottle remaining."
The firm has been shipping out 28 tonnes a day to quench the region's thirst.
Normally, it sells 400 19-litre water cooler bottles per day.
On Wednesday, the firm took orders for 1,400 from customers, including Kirklees Council, Huddersfield Royal Infirmary and the university.
"The demand for water coolers this last month has been nothing less than phenomenal," added Mr Saville.
Staff were having to work into the night to keep up with growing orders.
Tony Mather, owner of Batley firm Mather Electrical Services, said calls about air conditioning units were growing at 25% each year.
He expected that firms which made inquiries now would eventually get the systems installed next summer.
"You get more rush phone calls. It's the same every year; everybody leaves it until the last minute!"
He said the firm was carrying out jobs this summer priced up from 2002.
Meanwhile, electrical retailers Currys and Dixons sold 30,000 fans over three days in the UK as office staff tried to keep their workplaces at bearable temperatures.
The scorching weather is forecast to last at least another week and perhaps into September.
Sun-drenched Brits are heading for beaches, parks and beer gardens.
Some areas have been hotter than Barbados.