While professional Santas experience peak demand during the holiday season, many view embodying the spirit of Santa Claus as a year-round commitment. This dedication extends beyond December for many who choose this path, even for those whose appearance may not immediately align with the traditional image, according to research published in the Academy of Management Journal. For many, being Santa Claus is a year-round calling.
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Background Context
The study, co-authored by Christina Hymer of the University of Tennessee, was inspired by observations during the COVID-19 pandemic. Hymer, while watching Christmas movies, including “Elf,” with her toddler, became curious about the motivations and experiences of individuals who choose to portray Santa Claus. This curiosity led to a deeper investigation into the lives and commitments of professional Santas. The research team partnered with a “Santa school” leader to analyze archival surveys from 849 professional Santas and conducted a new survey involving 382 additional Santas. In-depth insights were gathered through over 50 personal interviews, including one Santa who participated in full costume, complete with a North Pole backdrop, and signed off with a cheerful “ho! ho! ho!”
The research categorized professional Santas into three groups: prototypical, semi-prototypical, and non-prototypical. Prototypical Santas are typically straight, portly, white men with natural white beards. Semi-prototypical Santas may fit some traditional physical characteristics but not others, perhaps being younger, slimmer, or clean-shaven. Non-prototypical Santas fall outside the traditional depiction, including people of color, women, disabled individuals, and members of the LGBTQ+ community. According to Borbala Csillag of Oregon State University, despite societal expectations, “most anybody can be Santa if their heart desires it.” Csillag suggests focusing on well-fitting aspects of the role, noting that attributes mapping to the calling may emerge even if not initially obvious. Being Santa Claus is a year-round calling that transcends traditional expectations.
Beyond the Seasonal Suit: Year-Round Dedication
The study’s most compelling aspect lies in the personal stories of those who embrace the role of Santa Claus. While a select few Santas might earn six-figure incomes, the majority do not, and some may even incur financial losses in their pursuit of spreading Christmas cheer. Their motivation stems from a genuine love for the role and the joy it brings to others. Professional Santas often view their role as more than just a seasonal job, integrating it into their personal identities regardless of whether they conform to the stereotypical Kris Kringle image. One Santa shared, “My feeling is, if you’re Santa all the time, you have to live as Santa and give up whoever you are… I’m just striving to be a better person.”
This year-round dedication manifests in various ways. Some Santas incorporate red and green into their wardrobes throughout the year or maintain a full white beard. One Santa trained himself to make “Ho, ho, ho!” his natural laugh, while another transformed his home into “Santa’s house,” complete with Christmas trees and Santa figurines. For some, it’s a role they carefully manage. One gay professional Santa suppresses his sexual orientation while portraying Santa, even partnering with a Mrs. Claus for public appearances. Lynx, a female Santa and church leader, views the role as a divine calling, enabling her to “connect with people and remind them they’re loved.” She also binds her breasts when in costume because “Santa doesn’t have them double-Ds.” Being Santa Claus is a year-round calling, demanding commitment and adaptation.
Challenges and Realities Faced by Santas
Even non-prototypical Santas, like Lynx, persevere despite facing occasional rejection. One Black Santa recounted being denied a position at a big box store after the interviewer discovered his ethnicity, being told the store did not hire Black or Hispanic Santas. “That hurt my heart so much,” he said. A disabled Santa who uses a scooter during parades recalled receiving criticism from other professional Santas but continued to embrace the role. These experiences highlight the challenges faced by Santas who deviate from the traditional image and the resilience required to overcome prejudice and negativity.
The commitment to upholding the integrity of the Santa Claus image is paramount. While “Bad Santa” might be a popular film, actual “bad Santas” caught smoking, drinking, swearing, or behaving inappropriately are frowned upon within the Santa community. As one Santa put it, “You’re never off… You lose a little bit of your identity because you can’t let your hair down and be yourself. You don’t know who’s watching you.” Another Santa emphasized the constant nature of the role: “You’re Santa Claus 24 hours a day, seven days a week, 52 weeks a year. If you act out, you risk shattering the magic.” Maintaining the magic of Santa Claus is a responsibility that many take seriously, reinforcing the notion that being Santa Claus is a year-round calling.
Technology and the Modern Santa
While the image of Santa may seem timeless, technology plays an increasingly important role in how Santas operate and connect with their audiences. Many Santas now utilize online platforms for bookings, marketing, and even virtual visits. Video conferencing tools allow them to reach children and families across geographical boundaries, expanding their reach and impact. Social media provides opportunities to share messages of hope and joy throughout the year, further solidifying their commitment to the role. Being Santa Claus is a year-round calling that has adapted to the digital age.
Furthermore, technology aids in managing the logistical aspects of being Santa. Customer Relationship Management (CRM) systems can help track bookings, manage client information, and personalize interactions. Mobile apps can assist with navigation during busy event schedules and provide access to resources and support from fellow Santas. Even costume design and maintenance benefit from technological advancements, with innovative materials and techniques enhancing comfort and durability. The integration of technology allows modern Santas to be more efficient, effective, and connected, further enabling them to embrace the fact that being Santa Claus is a year-round calling.
The research underscores that being Santa Claus is a year-round calling for many dedicated individuals. It’s a commitment that extends beyond the holiday season, shaping their lives and identities. From maintaining the physical appearance to upholding the values and spirit of Santa, these individuals strive to embody the magic of Christmas throughout the year, bringing joy and hope to those they encounter.
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