This was the scene at Bournemouth beach yesterday as the country registered its hottest day of the year.
But the scenes sparked fury among many, with social media awash with criticism as people demanded more caution amid the coronavirus crisis.
The government is gradually easing the lockdown, with the next steps to re-open pubs, restaurants and hotels from July 4.
The rules around who and how many people you can meet from outside your household are also changing.
But the changes have been met with warnings from scientists and leading medical professionals alike.
And the scenes on Bournemouth beach have done nothing to assuage those fears, which were voiced by Chris Whitty earlier this week.
Mr Whitty, England’s Chief Medical Officer, warned he would be very surprised if the UK was rid of coronavirus by this time next year.
And leading medics have written to the government warning of a second spike come Christmas.
Indeed, some models suggest the country faces having 60 deaths a day by December.
In Bournemouth, people did not seem to be heeding the message, instead flocking to the beach armed with deckchairs, buckets and spades and suncream.
People were pictured as they look out at scene on the beach in Bournemouth, Dorset, after the UK officially recorded its warmest day of the year so far when the temperature reached 32.6C (90.7F) at London’s Heathrow Airport at 2.46pm.
In Birmingham yesterday, the temperature topped 30C, with highs of a similar level expected today as the mercury soars once more.
The Met Office raised its heat alert level to three, as health authorities encouraged those most vulnerable – many of whom have been shielding during lockdown – to protect themselves amid the “exceptionally hot weather forecast this week”.
Public Health England (PHE) said older people, those with underlying health conditions, and very young children were all more at risk from the higher temperatures.
“Oh for crying out loud are that many people really that stupid?” one woman tweeted.
One man called it “irresponsible”.
“We’re doomed,” another tweeted.