Santas get set for the season
Some to offer full-contact visits, while others will listen to kids’ wishes from behind barriers
NEW YORK — Santa is back this year, but he pleads 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, New Jersey. The photo studio where he works quickly sold out its 4,500 appointments to sit with him and the seven other Santas in the studio’s stable.
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 for safety. For example, 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.
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.
Chris Landtroop, a spokeswoman for Santa vendor Cherry Hill Programs, is optimistic. The new rollout of vaccinations for children 5 to 11 will certainly help.
“Last year was incredibly tough,” Landtroop said.
The company has been sourcing Santas all year for the 800 malls, big-box stores and other locations it serves, with options for no-contact visits too. Cherry Hill requires its Santas and other employees to be vaccinated and those with exemptions to be tested regularly.
Luther Landon has been providing the Santa Experience at Mall of America in Bloomington, Minnesota, for nearly two decades. Last year, he hit on the log cabin idea but was shut down after a day due to the pandemic. He pivoted to virtual Santa and this year will offer both.
“We think that it would be very irresponsible of us to just ignore it and pretend like everything’s back to normal,” he said of the pandemic.
At Macy’s stores, Santa will be behind a desk, with guests seated on the other side.
“We’re encouraging everyone to maintain masking throughout their visits,” said Kathleen Wright, senior manager at Macy’s Branded Entertainment. “Santa has been a part of the Macy’s tradition since 1862 so we’re overjoyed that we can safely continue the tradition this year.”