Beyond December: The Year-Round Life of Santa Claus
The holiday season brings a surge in demand for professional Santas, but a fascinating new study reveals that for many, being Santa isn't just a seasonal gig – it's a year-round commitment, a deeply held identity, and even a calling. Researchers at the University of Tennessee and Oregon State University, partnering with a leading “Santa school,” delved into the lives of hundreds of professional Santas, uncovering a surprisingly diverse community and the motivations that drive them to embody the spirit of Christmas, 365 days a year. This exploration goes beyond the traditional image of a jolly, white-bearded man, revealing the dedication and personal sacrifices made by those who live and breathe the magic of Santa Claus.
The Origins of the Study: Inspired by 'Elf'
The research, published in the Academy of Management Journal, began with a simple question sparked by a beloved holiday film. Co-author Christina Hymer of the University of Tennessee found herself pondering the motivations behind becoming Santa Claus while watching Elf with her toddler during the COVID-19 pandemic. “The film prompted me to wonder about why someone would want to be Santa Claus and what their experiences in that role would be,” Hymer explained. This curiosity led to a comprehensive investigation involving archival surveys, new data collection, and in-depth interviews with professional Santas.
Unpacking the Santa Archetypes: Beyond the Traditional Image
The study identified three primary categories of professional Santas:
- Prototypical Santa: This is the classic image – a straight, portly white man with a natural white beard.
- Semi-Prototypical Santa: These Santas may embody some traditional characteristics but deviate in others, perhaps being younger, slimmer, or clean-shaven.
- Non-Prototypical Santa: This diverse group includes people of color, women, disabled Santas, and members of the LGBTQ+ community.
“There are pretty strong societal expectations around what Santa looks like, but we found that most anybody can be Santa if their heart desires it,” said co-author Borbala Csillag of Oregon State University. “The expectations for playing the role may seem exclusive, but they are surmountable. It’s about identifying the attributes that align with the role, even if they aren’t immediately obvious.” This finding challenges conventional perceptions and highlights the inclusivity within the Santa community.
More Than Just a Paycheck: The Passion Behind the Suit
While some professional Santas can earn a substantial income – a few reaching six figures – the study revealed that most are driven by passion rather than profit. Many even incur expenses to maintain their Santa persona. The financial aspect is often secondary to the joy and fulfillment derived from bringing happiness to others. This dedication underscores the idea that being Santa is often viewed as a vocation, not just a job.
Living the Santa Lifestyle Year-Round
For many, the Santa identity extends far beyond the holiday season. Researchers found that professional Santas often integrate aspects of the role into their everyday lives. This can manifest in various ways:
- Wearing red and green clothing throughout the year.
- Maintaining a full white beard.
- Developing a signature “Ho, ho, ho!” laugh.
- Decorating their homes with Christmas themes.
One Santa even redecorated his entire house as “Santa’s house,” complete with Christmas trees and Santa figurines, demonstrating a complete immersion in the character.
Navigating Identity and Authenticity: The Personal Side of Being Santa
The study also explored the complexities of maintaining personal identity while embodying the iconic figure of Santa Claus. For some, like a gay professional Santa interviewed in the study, it involves deliberately suppressing certain aspects of their identity while in costume, often partnering with a Mrs. Claus for public appearances. However, others, like Lynx, a female Santa who is also a church leader, view the role as a divine calling. “I can connect with people and remind them they’re loved,” she shared, adding that she binds her breasts while in costume, stating, “Santa doesn’t have them double-Ds.”
Facing Challenges and Discrimination: The Reality for Non-Traditional Santas
Despite the growing acceptance of diverse Santas, non-prototypical Santas still face challenges and discrimination. One Black Santa recounted being denied a position at a major retailer simply because of his ethnicity, being told the store didn’t hire Black or Hispanic Santas. “That hurt my heart so much,” he said. A disabled Santa using a scooter during parades also faced criticism from other professional Santas. These experiences highlight the ongoing need for inclusivity and acceptance within the Santa community.
Maintaining the Magic: The Responsibility of Being Santa
The study emphasizes the immense responsibility that comes with portraying Santa Claus. Unlike the mischievous character in the film Bad Santa, professional Santas are held to a high standard of behavior. They understand that they are constantly being observed and that any misstep could shatter the magic for children. “You’re never off,” one subject explained. “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 succinctly put it: “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.” This constant vigilance underscores the dedication and commitment required to maintain the integrity of the Santa Claus persona.
The Future of Santa: Embracing Diversity and Inclusivity
The research from the Academy of Management Journal provides valuable insights into the evolving world of professional Santas. It demonstrates that the role is far more complex and diverse than commonly perceived. As societal expectations continue to shift, the Santa community is becoming increasingly inclusive, embracing individuals from all backgrounds. This trend is not only enriching the experience for those who embody the spirit of Santa but also ensuring that the magic of Christmas remains accessible and relatable to all children. The future of Santa Claus is bright, and it’s a future that celebrates diversity, authenticity, and the enduring power of belief. The study’s findings suggest that the most important qualification for being Santa isn’t physical appearance, but a genuine desire to spread joy and embody the spirit of giving. This is a message that resonates far beyond the holiday season.
DOI: Academy of Management Journal, 2025. 10.5465/amj.2023.1161