A funeral for bellowing informercial trendsetter Billy Mays will be held in his hometown, just outside Pittsburgh, on Friday, The AP has learned.

Mays was found dead by his wife in their Tampa, condo on Sunday. According to preliminary autopsy reports, the TV pitchman — best known as the voice of products like OxiClean and ShamWow — likely died of a heart attack.

A funeral Mass for Mays is set for 9:30 AM at St. Mary Church in McKees Rocks, Pennsylvania.