Macy’s store Santas make return, with precautions

After taking a year off, Santa has returned to Macy’s in New York’s Herald Square, the nation’s biggest department store. But don’t expect to sit on his lap.

Santaland, which opened Friday after being a virtual experience last year, is now reservation-only as a way to maintain a Covid-safe experience, says Kathy Hilt, division vice president at Macy’s, who oversees the Herald Square location as well as other stores in the area. Reservations tend to sell out, she said, so families should book early.

“We also have reorganized the experience with Santa to make sure Santa and the guests are socially distant but still have the chance to interact with one another,” said Hilt, a 31-year veteran with the company.

Macy’s CEO Jeff Gennette said he doesn’t see

Black Friday foot traffic bouncing back to pre-pandemic levels this year, adding that traffic at stores remains below what it was in 2019. More of those who go in are actually making a purchase, however.

Like the rest of the industry, staffing has been a challenge.

“We’ve got some stores in great shape and some stores that are really lean,” Gennette said in an interview last week. The departmentstore chain said earlier this month it would raise the minimum wage to $15 an hour by May. Because of seasonal challenges, that pay boost has already gone into effect in more than 100 stores for the Christmas hiring season.

Hiring has improved,”but we still have some gaps and open jobs,” he said. “We’re mitigating that by offering spot bonuses or premium pay for weekends. We’re offering our colleagues opportunity for overtime and working six days.”