Being Santa Claus is a year-round calling

As the holiday season approaches, the demand for professional Santas peaks dramatically. However, many individuals who embrace this festive role view it as a lifelong vocation, embodying the spirit of Santa throughout the entire year. This perspective is highlighted in a recent study published in the Academy of Management Journal, which explores the complex identities of those who step into the red suit. The study, co-authored by Christina Hymer from the University of Tennessee, was inspired during the COVID-19 pandemic. Spending quality time watching Christmas classics with her young child, especially the beloved film 'Elf,' sparked her curiosity about what motivates people to become Santas and what their experiences are like. Hymer and her team collaborated with a prominent “Santa school” to analyze historical surveys from 849 professional Santas. They also conducted a fresh survey involving 382 Santas and over 50 personal interviews. The findings revealed that professional Santas generally fit into three distinct categories. The first group consists of prototypical Santas, typically characterized as straight, portly white men with natural white beards. The second category includes semi-prototypical Santas, who may share some traditional traits but differ in others, such as being younger or slimmer. Lastly, there are non-prototypical Santas, a diverse group that includes individuals of various ethnicities, women, people with disabilities, and LGBTQ+ Santas, showcasing the evolving representation of this cherished figure.