diff --git a/doc/src/sgml/config.sgml b/doc/src/sgml/config.sgml
index 392eb70..9fb5504 100644
--- a/doc/src/sgml/config.sgml
+++ b/doc/src/sgml/config.sgml
@@ -6095,6 +6095,24 @@ SET XML OPTION { DOCUMENT | CONTENT };
       </listitem>
      </varlistentry>
 
+     <varlistentry id="guc-notify-duplicate-removal" xreflabel="notify_duplicate_removal">
+      <term><varname>notify_duplicate_removal</varname> (<type>bool</type>)
+      <indexterm>
+       <primary><varname>notify_duplicate_removal</> configuration parameter</primary>
+      </indexterm>
+      </term>
+      <listitem>
+       <para>
+        Try to remove duplicate messages while processing NOTIFY.  When
+        <literal>on</> (the default), the server will avoid duplicate messages
+        (with same channel and payload).  Setting this variable to
+        <literal>off</> can increase performance in some situations - at the
+        cost of having duplicate messages in NOTIFY queue.  See <xref
+        linkend="SQL-NOTIFY"> for more information.
+       </para>
+      </listitem>
+     </varlistentry>
+
      </variablelist>
     </sect2>
      <sect2 id="runtime-config-client-format">
diff --git a/doc/src/sgml/ref/notify.sgml b/doc/src/sgml/ref/notify.sgml
index 4dd5608..86a9bed 100644
--- a/doc/src/sgml/ref/notify.sgml
+++ b/doc/src/sgml/ref/notify.sgml
@@ -95,16 +95,17 @@ NOTIFY <replaceable class="PARAMETER">channel</replaceable> [ , <replaceable cla
 
   <para>
    If the same channel name is signaled multiple times from the same
-   transaction with identical payload strings, the
-   database server can decide to deliver a single notification only.
-   On the other hand, notifications with distinct payload strings will
-   always be delivered as distinct notifications. Similarly, notifications from
-   different transactions will never get folded into one notification.
-   Except for dropping later instances of duplicate notifications,
+   transaction with identical payload strings, and
+   <varname>notify_duplicate_removal</> is set to true, the database server
+   can decide to deliver a single notification only.  On the other hand,
+   notifications with distinct payload strings will always be delivered as
+   distinct notifications. Similarly, notifications from different
+   transactions will never get folded into one notification.  Except for
+   dropping later instances of duplicate notifications,
    <command>NOTIFY</command> guarantees that notifications from the same
    transaction get delivered in the order they were sent.  It is also
-   guaranteed that messages from different transactions are delivered in
-   the order in which the transactions committed.
+   guaranteed that messages from different transactions are delivered in the
+   order in which the transactions committed.
   </para>
 
   <para>
diff --git a/src/backend/commands/async.c b/src/backend/commands/async.c
index c39ac3a..a7bc9f1 100644
--- a/src/backend/commands/async.c
+++ b/src/backend/commands/async.c
@@ -364,8 +364,9 @@ static bool amRegisteredListener = false;
 /* has this backend sent notifications in the current transaction? */
 static bool backendHasSentNotifications = false;
 
-/* GUC parameter */
+/* GUC parameters */
 bool		Trace_notify = false;
+bool		notify_duplicate_removal = true;
 
 /* local function prototypes */
 static bool asyncQueuePagePrecedes(int p, int q);
@@ -570,9 +571,12 @@ Async_Notify(const char *channel, const char *payload)
 					 errmsg("payload string too long")));
 	}
 
-	/* no point in making duplicate entries in the list ... */
-	if (AsyncExistsPendingNotify(channel, payload))
-		return;
+	if (notify_duplicate_removal)
+	{
+		/* check for duplicate entries in the list */
+		if (AsyncExistsPendingNotify(channel, payload))
+			return;
+	}
 
 	/*
 	 * The notification list needs to live until end of transaction, so store
diff --git a/src/backend/utils/misc/guc.c b/src/backend/utils/misc/guc.c
index 83b8388..b737c29 100644
--- a/src/backend/utils/misc/guc.c
+++ b/src/backend/utils/misc/guc.c
@@ -1617,6 +1617,15 @@ static struct config_bool ConfigureNamesBool[] =
 		false,
 		NULL, NULL, NULL
 	},
+	{
+		{"notify_duplicate_removal", PGC_USERSET, CLIENT_CONN_STATEMENT,
+			gettext_noop("Remove duplicate messages during NOTIFY."),
+			NULL
+		},
+		&notify_duplicate_removal,
+		true,
+		NULL, NULL, NULL
+	},
 
 	/* End-of-list marker */
 	{
diff --git a/src/backend/utils/misc/postgresql.conf.sample b/src/backend/utils/misc/postgresql.conf.sample
index 029114f..2831c1b 100644
--- a/src/backend/utils/misc/postgresql.conf.sample
+++ b/src/backend/utils/misc/postgresql.conf.sample
@@ -536,6 +536,7 @@
 #xmloption = 'content'
 #gin_fuzzy_search_limit = 0
 #gin_pending_list_limit = 4MB
+#notify_duplicate_removal = on
 
 # - Locale and Formatting -
 
diff --git a/src/include/commands/async.h b/src/include/commands/async.h
index b4c13fa..c572691 100644
--- a/src/include/commands/async.h
+++ b/src/include/commands/async.h
@@ -23,6 +23,7 @@
 #define NUM_ASYNC_BUFFERS	8
 
 extern bool Trace_notify;
+extern bool notify_duplicate_removal;
 extern volatile sig_atomic_t notifyInterruptPending;
 
 extern Size AsyncShmemSize(void);