Santa Claus is back by popular demand this holiday season.
He’s ringing donation bells, attending parades, lighting Christmas trees, and receiving children on his knee at shopping malls and private events.
The demand for professional Santas has never been higher, said Mitch Allen, who founded Hire Santa in 2012 and is the company’s “Head Elf.”
“We have more clients than we have Santas. Many Santas do more than one event. We have hundreds of events daily,” he said.
Allen estimates that demand for Santa is about 30 percent over 2021—up 125 percent over pre-pandemic levels.
And for every new Santa, 20 people need Santa.
“Weekends in December for hourly events are already sold out in most markets. We are turning down more business than ever before,” Allen said.
The company is so busy that it’s started taking requests for 2023.
What’s driving the increase?
“Sitting on Santa’s knee and telling him your Christmas hopes and dreams is a large part of it,” Allen said.
Another reason is that people want a return to the normality they associated with Christmas before the COVID-19 pandemic.
Professional staffing agencies reported last year that fewer people wanted to play Father Christmas and be at risk of getting a COVID-19 infection. Many Santa entertainers also had retired, died, or refused to comply with COVID-19 vaccine mandates.
Allen said that while people were still talking last year about COVID-19 safety protocols, that’s not so this year.
“This year, no one’s asking about it. We’re not over COVID-19, but we’re treating it like the flu. We’re back on Santa’s knee.”
Yes, Virginia, there is a Santa Claus—thousands more this year, and too many requests for his presence.
Allen said there are now more than 2,250 jobs across the industry for full-season Santas, elves, and other holiday entertainers.
“More brands than ever are using Santa to associate themselves with Christmas,” he said.
And professional staffing agencies such as Hire Santa have found it increasingly difficult to keep up with the demand at home and abroad.
The company is sending Santa to Dubai and Canada where demand is also high.
Hire Santa currently has thousands of Santas in its database and too many requests for the jolly old elf.
“We’ve stopped selling this year,” Allen said.
“We also see more outdoor experiences where it’s not just Santa. It also might be a lighted maze. Some malls have gone on social media.”
The company has also seen increased demand for the Santa experience versus the traditional mall experience.
While most clients are returning to sitting on Santa’s knee, they don’t need to consider COVID-19 in their holiday plans like they did last year, Allen said. Demand for virtual visits also have decreased dramatically—50 percent less than in 2021 and 85 percent less than in 2020.
There is also more interest in diverse Santas, from black Santas and Mrs. Claus to Deaf Santa, Spanish-speaking Santa, and even a female Santa Claus.
Allen said that while Santa entertainment isn’t a significant market, it’s essential for corporate and retail marketing efforts.
“Our demand follows the population. Where you have people, you have the demand for Santa.”
“We’re seeing that as a real trend this year.”
There’s also good money in playing Santa, with potential earnings of $5,000 to $12,000 per season or more. The hourly rate for a Santa entertainer is anywhere from $30 to $75 an hour and up to $500 for private events.
However, being Santa isn’t simply donning a white-and-red outfit. New hires must also go through rigorous vetting, background checks, and training.
Allen said that the holiday work schedule for most Santas is 200 to 300 hours and 200 events over six weeks beginning in November.
“It’s real work. These gentlemen love being Santa—bringing that joy of Christmas to people of all ages. It’s performing. It can be exhausting over the six weeks leading up to Christmas,” he said.
The main job requirements for being Santa?
“Real beard. Real big. Real jolly,” Allen said.
“This year, people want to see Santa. They want their children to have the same experience they had. I don’t see that going away.”
