As the holiday season approaches, the demand for professional Santas reaches its peak. However, for many who choose this path, being Santa is more than just a seasonal jobâit's a calling. A recent paper published in the Academy of Management Journal reveals that many individuals maintain aspects of their Santa identity throughout the year, even if they do not align with the conventional image of Santa Claus.
This study was co-authored by Christina Hymer from the University of Tennessee, who was inspired during the COVID pandemic while watching Christmas movies with her toddler. One particular film, the 2003 classic Elf, which stars Will Farrell as a human raised by elves, led her to question why someone would choose to be Santa and what their experiences are like in this role.
Hymer and her colleagues collaborated with the leader of a 'Santa school' and analyzed archival data from 849 professional Santas. They conducted a new survey of 382 Santas and performed over 50 personal interviews, some of which were quite memorable. In one instance, a participant joined a Zoom interview fully dressed as Santa, complete with a North Pole backdrop, and concluded the session with a joyous "ho! ho! ho!"
The research categorized professional Santas into three groups. The first is the prototypical Santa: a straight, portly white man with a natural white beard. The second group is semi-prototypical Santas, who may fit some traditional characteristics but differ in othersâthey might be younger, slimmer, or clean-shaven. The final category includes non-prototypical Santas, who stand outside the traditional imagery: people of color, women, Santas with disabilities, or those from the LGBTQ+ community.
"There are strong societal expectations surrounding Santa's image, but we've found that anyone with the desire can embody Santa," commented co-author Borbala Csillag from Oregon State University. "Our study shows that the people behind the Santa suit are more diverse than traditionally imagined. Although the expectations around the role may appear exclusive, they can be overcome. By thinking about your attributes comprehensively, you might find that many can align with the role of Santa, even if not initially apparent."