A survey of over 850 professional Santas found that anyone can take on the Christmastime role, even if they look wildly different to how Santa Claus is presented in media and thought of in the collective imagination.
Researchers found that there is a more diverse range of Santas working in the U.S. than previously believed, and that anyone who feels emotionally called to portray Father Christmas—regardless of how well they match the traditional image—can still become a good candidate for the role.
Alongside the survey, the team also conducted interviews with more than 50 professional Santas from across the country.
“There are pretty strong societal expectations around what Santa looks like, but we found that most anybody can be Santa if their heart desires it,” paper author and management professor Borbala Csillag of Oregon State University said in a statement.
The researchers grouped Santas into three distinct categories: prototypical, semi-prototypical and non-prototypical.
Prototypical Santas most closely fit the cultural image. They are usually older white men with full beards and round bellies. These performers tended to describe a year-round connection to the identity of Santa Claus.
Semi-prototypical Santas had some but not all of the stereotypical features, and some cleverly adjusted their character to explain noticeable differences to children, and thus, keep the magic of Christmas alive.
For example, one Santa with hearing loss told grotto visitors that his cochlear implants were, in fact, microphones for speaking to their hardworking elves.
Non-prototypical Santas included people who diverged significantly from the traditional image, such as women, people of color and those with visible disabilities or religious attire. Many of them still described feeling deeply connected to the role all-year round, despite facing more challenges getting there.
All the Santas included in the study reported having successfully carved out space for themselves in their profession, despite how Santa is often visualized through a narrow archetype. Their stories reflect the study’s larger point: that a strong personal sense of calling can help people transcend cultural expectations.
These differences were found in the study to be applied creatively by individual Santas, to expand the lore around them and make them appear more personable to the children who speak with them.
Sadly, some of those interviewed said they had experienced rejection when hoping to become Santas, due to their physical appearance. An African American Santa was told a store “was not ready” for a Black Santa, but he persisted and eventually landed the role.
“These atypical Santas are trailblazers,” Csillag added. “The expectations for playing the role may seem exclusive, but they are surmountable.”
The implications extend beyond holiday hiring. The researchers suggest that other professions marked by high public expectations—such as teaching, nursing, or religious work—might also benefit from rethinking how candidates are perceived and evaluated. For jobs often associated with looks, identity and purpose, internal motivation could outweigh outward appearance and whether that fits the mold.
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Reference
Hymer, C. B., Cockburn, B. S., & Csillag, B. (2025). Who’s Behind the Red Suit? Exploring Role Prototypicality within Calling Enactment among Professional Santas. Academy of Management Journal. https://doi.org/10.5465/amj.2023.1161