Moscow's heat record was broken for the second time in a week on Thursday causing sales of fans and waters guns to shoot up and birds to flee the city.
On Thursday temperatures in the Russian capital soared to 37.7 degrees Celsius (99.86 degrees Fahrenheit), beating Monday's record of 37.5 degrees Celsius (99.5) and securing July 2010's place as Moscow's hottest ever month.
But not everyone is suffering: street vendors are cashing in on selling hand-held fans to drivers forced to sweat it out in Moscow's notorious traffic jams, many of whom drive Russian-made cars without air conditioning.
Meanwhile, toy shops and online stores are doing a roaring trade in water guns and inflatable pools.
"In July, we sold all our water guns in two weeks and people are still asking for them," an online store employee said.
Air conditioners and fans are also selling out fast.