It’s beginning to sound a lot like Christmas.

103.5 QM/FM flipped the official holiday switch at 8 a.m. Friday morning, changing formats to all-Christmas music.

This is the sixth year in the row that the FM radio station, owned by Bell Media, the parent company of CTV, has rebranded as “ALL Christmas, ALL the time” for the holiday season.

James Stuart, Bell Media’s regional vice president, says the 24/7 holiday music format has been growing in popularity since its rollout in 2009.

“The audience gets bigger every year. It’s clear that Vancouverites love Christmas music,” Stuart said.