This holiday season, the nation’s professional Santas are facing a unique challenge beyond the difficulties of wearing a cumbersome red suit and entertaining children: they are struggling to find work.
According to Revelio Labs, job listings for store Santas have plummeted by 35% this year compared to 2024. The workforce research firm reports a significant decline in postings at malls, retail stores, and other venues since 2022.
Several factors contribute to this downturn. Employers are tightening their budgets, many shopping malls are shutting down, and an increasing number of parents are opting for online shopping over the traditional experience of taking their children to sit on Santa’s lap.
This decrease in Santa job opportunities occurs against the backdrop of a generally sluggish holiday hiring season, as retailers aim to manage expenses. The national unemployment rate rose to 4.6% in November, marking the highest level in over four years.
However, there is a silver lining for aspiring Santas. Although the number of job openings is dwindling, wages are on the rise. The median hourly pay for Santa positions has increased to $25, up from $21.89 in 2022, according to Revelio.
Nonetheless, employers are becoming increasingly selective, with approximately 70% of this year’s Santa job listings requiring candidates to have a real beard—up from just 14% three years ago. Revelio explains this trend: “Economists refer to this as a composition effect. The average salary is changing not due to actual pay increases, but because of the qualifications of those remaining in the job pool.” As the demand for real beards grows, employers are hiring from a more experienced segment of applicants. Consequently, while average wages appear to rise, it is more about a shrinking labor market than an actual boost in pay.
And so, as the holiday season unfolds, the quest for Santa jobs continues amid these shifting dynamics.
