Santa returns to malls, asks for caution, consideration
NEW YORK — Santa is back this year, but he is pleading caution as he continues to tiptoe through the pandemic.
“Be smart. Be caring. If you have the tiniest tickle in your throat, the tiniest feeling, worry about yourself and worry about everybody else, and know Santa will always be there next year,” said 57-year-old Kevin Chesney, who’s been donning the big red suit since he was a kid.
Amid a downturn in Jolly Old Elves — about 15% fewer in one large database — Chesney is busier than ever from his North Pole in Moorestown, N.J. The photo studio where he works quickly sold out its 4,500 appointments to sit with him and even other Santas.
They’re among the brave in
Santa’s ranks with full-contact visits, lap sitting included, though Chesney wears a mask until just before the photos are taken.
Other Santas might not be wearing masks or plastic face shields, or hanging out in protective snow globes like many did last year, but it seems 50-50 this season that they’re not quite ready for hugs, whispers in their ears for secret wishes, and kids smiling or sobbing on their knees.
Some Santas will remain behind barriers that popped up last year. At Minnesota’s Mall of America, the big man will be housed in a log cabin behind a window with guests seated on benches in front of him. At 169 locations for the outdoor retailers Bass Pro Shops and Cabela’s, benches will also be used, with plastic partitions deployed at some stores for Santa’s photo ops.
Other retailers and Santa hosts are offering the option of no or contact or full contact, even when mandates to distance aren’t in place. And many require or encourage reservations to minimize waiting time.
More than 10 million U.S. households visited Santa in a mall or store in 2019, according to GlobalData Retail’s managing director, Neil Saunders. Nearly 73% of them also spent money at nearby restaurants or stores, he said. Last year, the company’s research found that 6.1 million households visited Santa, with fewer retailers and malls offering the holiday star in person. Of those visitors, 62% ate or shopped nearby.
Saunders said projections this year have about 8.9 million households expected to visit Santa in person, with virtual visits still a big option.