Malls May Be Dying, but Santa Still Thrives: A Journey Through Time and Tradition

Where will the kids see Santa in an era of declining malls? The evolution of Santa Claus and the future of this cherished holiday tradition.

The Dawn of a Jolly Tradition
In the bygone era of yesteryears, children’s knowledge of Santa Claus was primarily gleaned from stories, newspapers, and cherished books. Santa, the mythical figure who embodied the spirit of giving, was a distant yet beloved character in the hearts of children worldwide. However, the dawn of a new tradition was on the horizon, and it was about to change how families experienced Christmas’s magic.

In 1891, a pivotal moment occurred in retail and holiday celebrations. James Edgar of Brockton, Massachusetts, donned the iconic red suit and bushy white beard, becoming the first Santa Claus to grace a department store. This momentous event marked a sea change in the world of retail, as children from near and far began arriving by train to catch a glimpse of this legendary figure. While Macy’s in New York City also lays claim to hosting the first Santa, it was James Edgar’s portrayal that set the archetype of Santa as a jolly, rotund grandfather figure, as reported by New England.com.

From Downtown Stores to Mall Santas
As the 20th century progressed, the landscape of Santa sightings underwent a transformation of its own. By the late 1990s, Santa had largely bid adieu to the freestanding downtown department stores, which had begun to decline in popularity. Instead, he found a new home in the heart of America’s booming malls. It was a symbiotic relationship; malls provided a hub for holiday shoppers, and Santa brought in the families, creating cherished memories captured in photographs.

Yet, as we step into the year 2023, a pall of uncertainty hangs over America’s shopping malls. With only 700 malls still in operation, a sharp decline from the apex of mall culture in the 1980s when there were 2,500, according to Business Insider, the landscape is indeed changing. However, Santa Claus remains a stalwart presence, proving that the allure of the holiday season transcends the ebb and flow of retail trends.

A Profitable Tradition Endures
In the face of adversity, Santa continues to thrive, drawing entire families for professional photos amid glittering backdrops. Gone are the days of modest North Pole sets; today’s high-end shopping centers, like the Grove in Los Angeles, adorn towering 100-foot trees, while Paramus Park Mall in New Jersey boasts an extravagant 10-room Christmas village brimming with festive goods for sale.

Even smaller, ailing malls manage to summon the holiday spirit for a few precious weeks each year. Take the Military Circle Mall in Norfolk, Virginia, which was razed earlier this year. It managed to welcome crowds during the last weeks of 2022, infusing an otherwise dark and vacant space with the luminance and warmth of one last Christmas celebration.

The Uncertain Future of Santa
Yet, malls face a sketchy future, and the implications are far-reaching. Small towns may soon find themselves devoid of department stores or malls, leaving us to ponder the fate of Santa Claus. Will your UPS driver don a red suit and exclaim a hearty “ho ho ho” while delivering presents to your doorstep? Might you order up Santa delivery as casually as your favorite burrito? Could the age-old tradition of meeting Santa shift to a virtual realm, with families Skyping Santa from their living rooms?

As we stand at this crossroads, the future of Santa culture remains uncertain. What is certain, however, is the enduring appeal of this beloved holiday tradition. In the face of changing retail landscapes, Santa Claus, that symbol of generosity and goodwill, will find a way to continue spreading joy and brightening the hearts of children, young and old.