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The tradition of shopping mall Santas dates back to the 1800s. Originating in small shops that became the early centers of holiday commerce, drawing crowds and boosting sales, live Santa appearances quickly became a central part of holiday shopping. Over time, the role of Santa expanded. Influenced by social movements and the growing commercialization of the holiday season, a more inclusive tradition continues to bring joy to families across around the world.
Click through for the origin story of shopping mall Santas.
In the 1820s, Americans began buying confections and gifts for children, sparking the tradition of Christmas shopping.
Clement Clarke Moore's 1822 poem, 'Twas the Night Before Christmas,' introduced a cheerful, approachable Santa, reshaping his image forever.
Santa's kind depiction replaced earlier intimidating versions, making him a figure children eagerly wanted to meet.
Philadelphia merchant James Parkinson likely pioneered live Santa appearances in 1841. By 1846, at least three other local stores featured Santas.
Toy stores and confectioners initially embraced Santa, offering children magical moments during their visits.
Some suggest that by the 1860s, department stores adopted Santa, blending holiday magic with theatrical shopping experiences.
James Edgar, owner of Edgar's Department Store in Brockton, Massachusetts, is often credited with beginning the tradition in 1890 when he dressed as Santa to enchant children visiting with their parents. Edgar is pictured here dressed as a clown.
Department stores emphasized creating memorable experiences for shoppers, with Santa providing festive charm and lifetime memories.
Early department store Santas lacked the now-iconic red suit, but embraced the round belly and jolly demeanor.
Early department store Santas often roamed as greeters, joined live window displays, or sat in toy departments.
Meeting Santa was akin to meeting a celebrity, creating loyal shoppers and unforgettable experiences for families.
By 1900, department stores held elaborate parades with Santa as a central figure, adding grandeur to holiday shopping.
Founded in 1937, institutions like Charles W. Howard's Santa Claus School trained Santas in costume, gestures, and professionalism, significantly elevating the tradition.
Santa photos gained popularity in 1943, when a Seattle photographer captured candid shots of kids waiting to meet Santa. Today, these photo opportunities are a cherished part of the tradition.
During World War II, with many men at war, women briefly took on roles as department store Santas, stepping into the traditionally male-dominated holiday tradition.
In the 1940s, people of color began portraying Santa. In 1943, Harlem's Blumstein's department store reportedly hired the first black Santa, followed by another in Chicago by 1946.
After the postwar 'white flight' and the rise of shopping malls, some downtown department stores and independent retailers hired black Santas to better connect with their more diverse customer base.
During the 1960s Civil Rights Movement, boycotts targeted stores refusing black Santas, pushing for more inclusive holiday traditions.
In 1970, Macy's introduced alternating black and white Santas, setting an example for diversity in department stores.
The 1947 film 'Miracle on 34th Street' cemented the connection between Santa and retail in American culture.
Post-World War II, Santa became central to stores' marketing as middle-class spending and holiday competition increased.
Santa stunts were popular, such as Santa arriving by helicopter at Butler Bros. Department Store in San Francisco in 1953.
As malls expanded in suburban America, Santa transitioned to mall courtyards, becoming a staple of the holiday season.
Malls became gathering spots, hosting holiday events like Santa visits, enhancing community engagement during festive times.
"Winter Wonderland" and "Santa's Workshop" have been mall staples since their inception. Southdale Mall in Edina, Minnesota, introduced a "Winter Wonderland" in 1956.
Santa's role in these settings has always involved interacting with children, adding festive cheer while boosting foot traffic to stores during the holiday season.
Visiting Santa became more than shopping, it was a cherished family tradition, strengthening the bond between commerce and celebration.
From stores to malls, Santa remains a beloved figure, spreading joy while weaving magic into the shopping experience.
Sources: (History) (Grunge)
The origin story of shopping mall Santas
From tradition to retail, this is how Santa became an icon in holiday commerce
LIFESTYLE Christmas
The tradition of shopping mall Santas dates back to the 1800s. Originating in small shops that became the early centers of holiday commerce, drawing crowds and boosting sales, live Santa appearances quickly became a central part of holiday shopping. Over time, the role of Santa expanded. Influenced by social movements and the growing commercialization of the holiday season, a more inclusive tradition continues to bring joy to families across around the world.
Click through for the origin story of shopping mall Santas.