Santa skipping Macy’s, first time in 159 years
There will be no miracle on 34th Street this year. Santa Claus won’t be visiting any Macy’s stores, ending a 159-year holiday season tradition.
The department store’s tradition started in 1861, but Santa meet-and-greets won’t be happening this year because of concerns about the coronavirus pandemic. Instead, Macy’s is creating an interactive virtual experience.
“To replicate the magical experience of visiting Macy’s Santaland for children and their families, we will shift to a virtual engagement this year,” Susan Tercero, Macy’s vice president of Branded Entertainment, said in a news release. It will be available online from Nov. 27 to Dec. 24.
Macy’s will limit the number of children who can participate; up to three can take part in the customized experience at one time.
The experience starts with a greeting from virtual elves who lead the way through Santa’s village and workshop, stopping to see the sights and play interactive games. At the end, kids will meet Santa through an interactive video, where they’ll be able to share their holiday wish list and take a selfie with Santa that families can download immediately.
Although Macy’s won’t host Santa in person this year, some malls will still host real-life Santa visits.
Brookfield Properties, the second- largest mall operator in the U. S., said Santa will be in 134 of its more than 150 malls. But he will remain behind plexiglass.
“Santa is an important holiday tradition for many families but we are looking to pivot the experience for safety,” said Rocell Viniard, the director of portfolio marketing with Brookfield Properties.
Macy’s isn’t getting rid of Santa completely this year. Santa will still star in the department store’s Thanksgiving Day parade. But even the parade will look different.
Macy’s is shifting the event to a “television- only special presentation” this year, forgoing the traditional 2.5-mile New York City route and reducing the number of parade participants by 75%. And the 80 to 100 handlers that normally walk the balloons will be replaced by special vehicles.