Black Santa’s visit is a gift of ‘representation’
A Black-owned bookstore in Houston kicked off this holiday season with a guest who many children in Third Ward are not used to seeing — a Black Santa Claus.
Dozens of families showed up Saturday afternoon at Kindred Stories on 2304 Stuart to talk to Santa and to take photos with him inside his red vintage Volkswagen Beetle — as his reindeer had a previous obligation.
“For me it’s very important, because we live in Pearland, that she realizes that she has representation and that she knows Santa can be whoever you want him to be,” said Kathryn Clayton, 40. “He doesn’t have a particular look.”
Clayton brought her 4-yearold daughter, Daisy, for photos with Santa. After she took her photo, Daisy asked him if she could have Rudolph, because she wanted a reindeer. She also asked for a carrot so she can feed him and take care of him.
With such a big request, Santa had to politely let her know that Rudolph is at the ‘Reindeer Games,’so he will see what
other gifts she may be able to have for Christmas.
The new Santa Claus is a reminder to Houston families that representation matters, and their children could see themselves in a character they watch on television and movies.
In the store, families could shop for books and products created by Black-owned businesses. Everyone could also enjoy a hot chocolate bar with a wide array of toppings to choose from.
“This is my way of building community around Black Santa and making a space where I wanted Black children to feel like they were included and thought of,” said Terri Hamm, 36, founder of Kindred Stories.
Hamm said she was inspired to start the bookstore because of her 15-year-old daughter who loved to read but didn’t have a space to explore a wide range of Black authors.
The store opened in September 2021, and this is their second “Storytime with Santa” event.
“Together we can always make sure there’s sacred spaces for Black people,” Hamm said. “We’re using our platform to amplify those artists, platforms, and businesses because we want the representation to be more acceptable.”
The Santa that was chosen for the event is from The Black Santa Houston, LLC., a company that provides a Black Santa for events along with selling additional holiday products such as gift wrap and pajamas.
It was founded by Magan Butler-Coleman in 2019 after she struggled to find a Black Santa to take pictures with her son when he was a baby.
“I wanted Luke to take a picture with Santa when he was 10 months old and couldn’t find one,” she said. “It did not exist in Houston.”
Now, her work allows Black children to see a Santa who looks like them all over the city, and even nationwide.
“For us it’s important for children to see themselves in everyday life, especially at this time in life because what they see at this age matters,” she said.
Santa himself expressed how rewarding an experience it is to meet kids excited to see him.
“It’s great that kids see somebody that reflects them like myself, as a Black Santa,” Santa said. “That’s very important because kids need representation and deserve someone that represents them. So I’m honored to be able to be that reflection for them as well as a role model.”
Coleman said that they want to continue to collaborate with Kindred Stories on more holiday events and to keep serving families in Houston with Black Santa during the holidays
“It means so much to me to provide this service to the families that we touch,” Coleman said. “It’s so much more than just an image.”