During the holiday season (Thanksgiving through Christmas), WLTW has played Christmas music interspersed with its regular playlist. Only on Christmas Day and a few days leading up to it would the station devote all its airtime to holiday music. After the September 11 attacks, Christmas music was seen as a comforting "feel-good" format for radio listeners. Already established as a popular station for Christmas music, WLTW began to switch to an all-Christmas format earlier in 2002. After retaining its leadership in market share, and as part of a national trend, the station continued to make the switch earlier in the following years. By 2004, the all-Christmas format ran from Thanksgiving through Christmas, and in 2005, it began on November 18, the week before Thanksgiving (November 24). By all accounts, the gamble paid off; WLTW captured 7.4% of the New York radio audience during the fall of 2005—the biggest market share in WLTW's history and the highest share for all New York stations since the winter of 1995. On November 18, 2006, for the 2nd year in a row, the station switched to all Christmas music on the Saturday before Thanksgiving, becoming the first station in the New York media market to do so. They did so the same day as WALK-FM, a Long Island-based station which shares a good portion of their listening audience. At some points during the 2008 holiday season, WLTW would draw as much as a third of all radio listeners in the New York area.