As shoppers move online, Santas follow

As Americans do more of their buying online, shopping malls are losing their significance and taking with them a decades-old holiday staple: the Mall Santa.

Dozens of shopping malls have closed in the past decade, and another one in four is expected to go out of business by 2022, according to a report by Credit Suisse, creating new challenges for portly, bearded men of a certain age who look to malls for seasonal work.

Santas are finding ways to adapt, often trading in one steady mall gig for a series of hourly appearances. Some are taking up residence at stores like Bass Pro Shop and American Girl, or booking more private parties. Others are finding work at outdoor shopping centers, which come with the added challenge of inclimate weather.

And some, like Ed Taylor, a Los Angeles-based Santa in his 15th year, are increasingly going where the children are, by making video calls to their iPhones and iPads.

“People aren’t shopping at the malls much anymore — they’re shopping on devices,” said Taylor, who also runs an online school for aspiring Santas. “Now they’re connecting with Santa on their devices, too.”

Taylor has outfitted his home office to look like Santa’s workshop. He uses a web cam stationed nearby to talk with his young clients, some of whom like to give him tours of their homes or show him their Christmas trees. To make the casual conversations more believable, he often foregoes his red suit in favor of ruffled shirts and suspenders, and asks parents ahead of time for their childrens’ names, interests and wish lists.

Taylor charges a flat fee for video calls, typically $20 to $50, depending on the number of children and the proximity to Christmas. In-person visits, by comparison, start at $250 for a half-hour.