Professional Santa Claus jobs in the United States are facing a sharp decline this holiday season. Listings have dropped a staggering 35 percent compared to last year, according to CBS data sourced from Revelio Labs. This significant drop reflects a broader trend as malls and retailers trim holiday budgets in response to declining foot traffic, leaving many Santas without work during their peak season.
The remaining Santa positions have become more selective. Applicants are increasingly required to have real beards, and the pay has risen to a median of about $25 an hour. This contrasts with the situation in the United Kingdom, where seasonal Father Christmas performers are experiencing pay freezes. Their mid-range wages remain around $20 an hour, while elves, who typically earn less, have seen slight increases in their hourly rates.
The overall decline in Santa hiring is emblematic of economic challenges facing the nation. As U.S. unemployment reached 4.6 percent in November—the highest level in four years—job creation has notably slowed since 2024. Seasonal retail hiring is expected to hit its lowest level in 15 years. Factors such as inflation are further diminishing consumer spending. Families are prioritizing essentials, leaving the festive experience of visiting Santa in diminishing demand.
Brick-and-mortar retailers are cutting back on Christmas operations as more families opt for online shopping. The Associated Press has reported that holiday hiring is expected to fall to the lowest levels since 2009, with fewer than 500,000 seasonal jobs forecast. Retailers cite vulnerabilities such as higher costs and trade uncertainties as reasons for scaling back.
The holiday season isn’t witnessing the expected flourish in Christmas tree sales either. Figures indicate a mere 3 percent rise in tree sales during the weeks following Thanksgiving compared to 7 percent last year. This hesitation is echoed in the artificial tree market, where companies are cutting orders and even laying off staff due to rising prices driven by tariffs. Since add-on purchases like wreaths and garlands are seeing weak sales, it’s clear that consumer sentiment has shifted.
Beyond these economic stresses, there is a noticeable change in children’s preferences. Many kids show decreasing interest in physical toys, leading to unopened gifts filling bedrooms and playrooms. Tablets and video games seize the attention of children, indicating a shift in engagement toward digital realms where quests and virtual currencies dominate. Parents still stroll the aisles seeking last-minute gifts, but many understand that traditional toys are losing the battle against appealing digital platforms.
Statistics paint a bleak picture for toy sales. The U.S. toy industry saw an 8 percent decline in 2023, amounting to a $2.4 billion drop. The following year hasn’t fared better, with sales stabilizing but remaining below previous peaks. Traditional favorites like action figures and dolls have taken significant hits, while outdoor toys have slumped considerably.
This decline has not only impacted sales figures but also raises concerns about children’s developmental skills. Studies have linked increased screen time to a reduction in engagement with hands-on play. Reports from educators suggest some preschoolers struggle with basic motor skills due to an overexposure to screens. As children’s play trends shift, the traditional toy model has suffered through the closure of retailers like Toys “R” Us.
Despite these challenges, there still appears to be a glimmer of hope for toy sales—at least from the adult demographic. Canadian toy sales surged 18 percent in the first half of 2025, largely fueled by adult purchases of collectibles and games. Adults now constitute a notable percentage of toy sales, driven by nostalgia and the desire for stress relief. This has prompted specialty hobby stores to expand, even while larger chains shrink.
However, this demand among adults hinges on past attachments to toys, raising questions about sustainability. As generations shift and fewer children interact with physical toys, the emotional ties that fuel adult buying may weaken over time.
Social trends indicate a growing secular movement, stripping the Christmas season of religious significance and reducing it to seasonal symbols. As the cultural fabric surrounding Christmas continues to fray, we may witness not just the decline of traditional toys and Santa visits, but potentially the fading of the season itself. In the future, it’s conceivable that shopping mall Santas—and perhaps malls as a whole—could disappear from the holiday landscape.
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