Is October too early for Christmas music?
Salt Lake City’s 103.1 The Wave doesn’t think so.
The station — known for playing alternative hits from the 1980s and ’90s with bands like Simple Minds, U2, Depeche Mode and Talking Heads — has officially jumped into the holiday spirit. On Tuesday morning, 103.1 began airing Christmas music full time, potentially becoming the first station in the country to make the seasonal switch.
Rob Riesen, program and operations director for KBZN, the company that owns The Wave, told Axios the early switch comes ahead of a new content launch planned for Jan. 1.
“We’ve given it a good seven years, and the station’s really … never moved the needle. And so we’re gonna look at doing something else,” Riesen said.
Riesen added that holiday music offers listeners a reason to “put a little smile on their face.”
“There’ll be other stations that follow suit,” he said. “Christmas is big, and I think everybody needs a little smile on their face nowadays.”
103.1 did not immediately respond to Deseret News request for comment.
Riesen believes the station may be the first in the country to go all-holiday this year — a move that could inspire other stations to follow suit as the season approaches.
Some loyal 103.1 listeners, however, aren’t so pleased with the station’s decision to switch.
Okay, I know the radio is a bit antiquated, but 103.1 The Wave was awesome, and it’s gone now. Even worse, they’re currently playing Christmas music in October 😡😩
— Hot Rob Hundley (@rob_alvord) October 7, 2025
Spotify defines this as the day when more than 2% of all listening in the region is made up of holiday songs.
“The United States and Canada wait until Nov. 13 to start—but once they get going, “All I Want For Christmas is You” is on repeat until the reindeer come home.”
Most aren’t huge fans of early festive tunes, especially in October.
I hate that I hear christmas music outside in OCTOBER
— ジャイセチヤ⛧🖤 (@Jysethia_ded) October 9, 2025
Man thinking about Christmas in October. Honestly I’m surprised I haven’t heard Christmas music in retail stores yet. That actually has happened out here.
— Dankoismad (@Dankoismad12) October 8, 2025
Y’all. I heard Christmas music today…
— ANJANA ⚖️🔋🌱 (@anjanaturner) October 10, 2025
Though some embrace the early holiday spirit and don’t mind who’s listening.
It’s October. I’m listening to Christmas music right now because I’m an adult and I do what I want.
JOY TO THE WORLD 🎶
— SAS (@Shiloh941) October 10, 2025
I’m listening to Christmas music today idc idc idc!😭I’m in the Christmas spirit! 🎄
— Jadé M. Ishman, M.Ed (@TheRichAuntie_) October 10, 2025