Mall Santas to appear after all
Shopping center owners impose safety measures amid the pandemic
NEWYORK— Santa Claus is coming to the mall— just don’t try to sit on his lap.
Despite the pandemic — and the fact that Santa’s age and weight put him at high risk for severe illness fromthe coronavirus — mall owners are going a head with plans to bring him back this year.
But they are doing all they can to keep the jolly old man safe, including banning kids from sitting on his knee, no matter if they’ve been naughty or nice.
Kids will instead tell Santa what they want for Christmas from six feet away, and sometimes from behind a sheet of plexiglass.
Santa and his visitors may need to wear a facemask, even while posing for photos. And some malls will put faux gift boxes and other decorations in front of Saint Nick to block kids from charging toward him.
Other safety measures include online reservations to cut down on lines, workers wiping down holiday-decorated sets and hand sanitizer aplenty. Santa’s hours are also getting cut to give him a break from crowds.
Macy’s canceled its in-person visits this year, saying it couldn’t provide a safe environment for the more than 250,000 people that showup to see Kriss Kringle at its New York flagship store.
But malls, which have struggled to attract shoppers for years, are not willing to kill aholiday tradition that is one of their biggest ways to lure people during the all-important holiday shopping season.
“You have to give thema reason to come or they’ll stay home and shop online,” says Michael Brown, who oversees the retail team at consulting firm Kearney.
More than 10 million U.S. households visited Santa in a mall or store last year, according to Global Data Retail’s managing director Neil Saunders. Nearly 73% of them also spent money at nearby restaurants or stores, he says.
“Santa is the magnet that attracts people to malls and without that attraction, malls will struggle more to generate foot traffic,” says Saunders.
Mall operator CBL, which filed for bankruptcy this month, plans to bring Santa to nearly 60 malls at the end of November, about three weeks later than last year. The company decided against a plexiglass barrier because it didn’t look right in photos. But Santa will be socially distanced and wear a facemask.
“We’re doing everything possible so that he stays healthy,” says Mary Lynn Morse, CBL’s marketing vice president.
Mall owner Brookfield started planning Santa visits at 130 of its shopping centers in April, opting for sleighs and gift boxes where visitors can sit away from Santa. At one of its malls, The SoNo Collection in Norwalk, Connecticut, a round piece of plexiglass will be placed in front of Santa so it looks like he’s inside a snowglobe.
But the precautions may not be enough to convince some shoppers.
“It just seems like such a bad idea, just being in a mall,” says Emma Wallace of Alexandria, Virginia, who decided against taking her toddler to his first visit with Santa this year.
“We’re just so sad,“she says. “We were really looking forward to that picture that seems like every parent has, where they’re sort of terrified or just bemused by the whole Santa thing.”
Malls realize many people may stay home. Cherry Hill Programs, which will bring Santa to more than 700 malls, is also offering Zoom calls with him for the first time in its 60-year history.
And Brookfield teamed up with virtual Santa company Jingle Ring, giving people a way to chat with Santa from home.