The post office at Bethlehem is buzzing this Christmas. But the branch is nowhere near Jerusalem. Pilgrims must follow the star to Swansea and head 25 miles north to the edge of the Brecon Beacons National Park to the biblically named village in Carmarthenshire.
Spirit: Ann Harris selling cards with the valued Bethlehem postmarkThe Bethlehem branch was axed by the Post Office two decades ago but reopened in 2000 after pleas by the subpostmaster from nearby Llandeilo, Michael Williams, 59.
'I was amazed as so many post offices have been shut down in the area. But the Post Office seemed to think allowing a branch in Bethlehem might be a good public relations move,' he says.
'We get hundreds of visitors making a pilgrimage to see us every year. It is fantastic and enables us to keep open all year round.'
The tiny branch is attached to the village hall and is usually open just four hours a week to serve the 150 villagers. But this month it is open full time to cope with the festive flocks wanting a hand-stamped Bethlehem postmark.
In stark contrast to the gloom of thousands of communities who have lost their post offices in the latest cull, Williams believes this will be a record-breaking Christmas, with letters and parcels business up by a quarter.
Post office assistant Sarah Jones, 38, says: 'I have the best job in the world sharing in the magic of Christmas. Lots of children drop off letters to Santa while tourists from as far afield as Australia visit to share the festive cheer.'
Jeffrey Davies, 55, a member of the local Glantawe Lions Club, has popped in with fellow members John Moore, 73, and Mike Sheldon, 64, with a bundle of letters. Members and family pay £1 a letter to get a Bethlehem-stamped response from Santa, with all proceeds going to local charities.
Jeffrey says: 'Christmas is a time for giving and thinking of the community. The post office is such a vital part of local life and the community. It is particularly important for the elderly and disabled.'
Smallholder Kate De Buriatte, 49, uses the post office every week. She believes the Post Office is wrong to try to run the branch network as just a profitdriven business. 'Having a post office in this tiny village is a godsend - even for just a few hours a week,' she says. 'It is a real lifeline to those without transport and provides an important social hub.'
Nearby Llandeilo is the first 'transition town' in Wales - one of a growing network hoping to reduce its carbon footprint through initiatives such as growing local food and using local energy sources.
'Communities should be encouraged to become more self-sufficient - having a local post office should be part of this plan,' says Kate.
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Retired British Red Cross manager Ann Harris, 68, is in the hall as a volunteer selling tea and coffee, mince pies and Bethlehem Christmas cards. 'It is a shot in the arm for the community having the post office and it creates a real focal point,' she says.
'We are an ageing population and there are many who rely on the branch not just for postal needs but also for picking up pensions and basic banking. The spirit of Christmas helps keep us going all year round.'
The village of Bethlehem may have its share of lowing cattle, sheep and occasional visits from shepherds and wise men, but its biblical name was inherited only in the late 19th Century, being named after its nonconformist chapel. It was previously known as Dyffryn Ceidrich.
Bethlehem's post office is run as an outreach satellite service and Michael Williams says the success of Bethlehem boosts the survival prospects of the main Llandeilo branch. Until 1988, Bethlehem had its own full-time post office but this closed after the previous subpostmaster retired and the Post Office offered only limited opening hours to prospective buyers. It is now a private house.
Williams said he was still inundated with requests for the festive postmark when the branch closed so he offered Bethlehem stamps as part of the Llandeilo service and eventually convinced the Post Office to open a branch there.
The Bethlehem postmark reads: 'Seasons Greetings Cyfarchion Y Tymor Bethlehem Llandeilo' and is available only there and at Llandeilo for those who present cards by hand. You can buy Christmas cards at any time of the year and ask for them to be sent out during the festive season.