The holiday season sees a surge in demand for professional Santas. Many individuals in this unique profession view their role as a higher calling, often embodying aspects of the Santa identity year-round. This holds true even for those who do not conform to the conventional image, according to a study published in the Academy of Management Journal.
Christina Hymer from the University of Tennessee co-authored the study, which was inspired during the COVID-19 pandemic while watching holiday films with her child. A particular influence was Elf (2003), featuring Will Ferrell as a human raised among elves. This sparked her curiosity about the motivations and experiences of those who choose to become Santa Claus.
Hymer and her co-researchers collaborated with a leader of a “Santa school” to explore archival surveys involving 849 professional Santas and conducted a new survey with another 382 Santas. They also conducted over 50 personal interviews, where some interviewees showed up in full Santa attire, enhancing the immersive experience.
The findings categorize professional Santas into three primary groups. The first includes the prototypical Santas: straight, portly, white men with authentic white beards. Next are the semi-prototypical Santas who might possess some traditional traits but not others, such as age or physique. Finally, non-prototypical Santas challenge the stereotypical image entirely and include people of color, women, disabled individuals, and those identifying as LGBTQ+.
Co-author Borbala Csillag from Oregon State University observed, “Societal expectations of Santa's appearance are strong, but our research indicates that anyone who resonates with the role can embody Santa. The individuals behind the character are far more diverse than anticipated. Though the expectations may seem exclusive, they are not insurmountable. Consider your personal attributes broadly to find points of connection with the Santa role, even if they are not immediately apparent.”