The renting of stretch limousines and horses and carriages has increased in recent years, with Holy Communion celebrations becoming more and more elaborate. But O'Loughlin . . . based in Baldoyle Industrial Estate, north Dublin . . . said his company wouldn't give in to the demands of potential customers.

"I've a policy here that we don't accept hire for Holy Communions. I just wouldn't do it, " he said, adding that his company has been refusing such requests all week in the run-up to the start of Communion season this weekend. O'Loughlin, whose business has been in operation for 40 years, said the idea of hiring a limousine to transport a child making their Holy Communion to church was about children and their parents trying to "outdo" others.

He said his company had hired out a car to a family for a Holy Communion five years ago, in the belief that it was actually for a wedding, but O'Loughlin maintains that he would "never again" do so.

"I would just feel it was very unfair on the kids who couldn't afford them, " he said.

"If you think about it, how many kids make their Communion at once . . . say 100 or 200. If one kid gets a limousine, how does that make the other kids feel? I just don't like itf I always had this thing in my mind of a child looking at one who couldn't afford it and I wouldn't be party to making a child miserable on a special day."

Other limousine companies around the country have noted the increase in demand for Holy Communion limos, most notably in Dublin. Rory Cunningham from 5 Star Limousines based in Tullamore said his and other companies in the area get few requests, but that they are aware that it's big business in the capital.

A spokesman for Dublin-based ANK Limousines said customer demand around the Communion season was "varied." "Some will get limousines, some won't because it's a bit too flash for them, " he said. "It would definitely be getting a bit more popular these days."