Frankly, what’s most interesting about the paper isn’t those three fundamental categories, but the personalized glimpses it gives of the people who choose to become professional Santas. While a few Santas might make six figures, most do not, and may even lose money being Santa—they do it anyway for the sheer love of it. Professional Santas usually don’t see the role as seasonal; many build their identities around it, whether they fit the stereotypical Kris Kringle image or not. “My feeling is, if you’re Santa all the time, you have to live as Santa and give up whoever you are,” said one subject. “I’m just striving to be a better person.”
They’ll wear red and green all year round, for instance, or maintain a full white beard. One Santa trained himself to make “Ho, ho, ho!” his natural laugh. Another redecorated his house as “Santa’s house,” complete with Christmas trees and Santa figurines.
Sometimes it’s viewed as a role: a gay professional Santa, for instance, deliberately suppresses his sexual orientation when playing Santa, complete with partnering with a Mrs. Claus for public appearances. However, a female Santa who goes by Lynx (professional Santas typically take on pseudonyms) who is also a church leader, likens the job to a divine calling: “I can connect with people and remind them they’re loved,” she said. (She also binds her breasts when in costume because “Santa doesn’t have them double-Ds.”)
Perhaps that sense of a higher calling is why even non-prototypical Santas like Lynx persevere in the fact of occasional rejection. One Black Santa recalled being denied the position at a big box store once the interviewer found out his ethnicity, telling him the store didn’t hire Black or Hispanic Santas. “That hurt my heart so much,” he said. A disabled Santa who uses a scooter during parades recalled being criticized by other professional Santas for doing so—but stuck with it.
And while Bad Santa (2003) might be a fun holiday watch, actual “bad Santas” caught smoking, drinking, swearing, or otherwise behaving inappropriately are not popular figures within their community. “You’re never off,” one subject opined. “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.”
“You’re Santa Claus 24 hours a day, seven days a week, 52 weeks a year,” another Santa said. “If you act out, you risk shattering the magic.”
DOI: Academy of Management Journal, 2025. 10.5465/amj.2023.1161 (About DOIs).