HUNTINGTON BEACH (CBS) — It’s only the first week in January, but surfers along Southland beaches are already grabbing their longboards as a high surf advisory took effect this week.

KNX 1070′s Jon Baird reports the winter’s first strong swells began rolling in on Wednesday and are expected to continue until Saturday.

The biggest local surf was north of the Huntington Beach Pier where one lifeguard official said the waves grew as high as 15 feet.

And with temperatures in the mid-to-high 70s along the beaches, surfers came out in droves to face the tide.

“It’s all adrenaline,” said one local surfer. “There’s nothing like it.”

In fact, multiple beaches are likely to see bigger waves on Friday, with some estimating the surf could increase by as much as 50 percent in Huntington Beach.