Store Santa job listings have fallen 35% versus 2024, according to Revelio Labs, with postings declining each year since 2022. Although pay for Santas has risen slightly, bookings are scarcer as shoppers move online and malls lose foot traffic. Broader labor-market weakness — including a 4.6% unemployment rate and about a 37% drop in job openings since 2022 — is contributing to the squeeze on seasonal hires.
Santa Gigs Dry Up: Store Santa Listings Fall 35% as Retail Hiring Slumps
Santa Claus with kids
Santa impersonators are finding it harder to secure seasonal work this year as demand at shopping malls and holiday events falls amid a tightening labor market. Data from Revelio Labs shows job listings for store Santas are down 35% compared with 2024, and postings at malls, shops and other venues have declined every year since 2022.
Fewer Bookings Despite Slight Pay Increases
While hourly pay for Santas has edged up modestly, available assignments are shrinking.
"The numbers paint a grim picture. Santa job postings have declined every year since 2022, according to Revelio Labs' analysis of hiring data,"the research firm said.
"The number of people reaching out to us [to hire Santas] is down compared with last year — and last year was down compared with the year before,"said Mitch Allen, head of staffing agency Hire Santa. "That's really due to the economy. People are still having Christmas celebrations, but they are not having as big of an event at their home or office. They might not have entertainers."
Why Demand Is Falling
Analysts point to a broader shift away from in-person shopping: many malls are closing or seeing reduced foot traffic as consumers increasingly buy gifts online. That decline in retail footfall reduces the need for seasonal attractions, including store Santas and holiday displays.
Labor-Market Headwinds
The trend in seasonal hiring mirrors wider labor-market pressures. The Bureau of Labor Statistics reported the unemployment rate rose to 4.6%, a four-year high. In response, President Donald Trump attributed the uptick to reductions in the federal workforce, saying, "the only reason our Unemployment ticked up to 4.5% is because we are reducing the Government Workforce by numbers that have never been seen before." The administration also highlighted private-sector job growth, though overall job openings have fallen roughly 37% from their 2022 peak.
Bottom line: Stagnant hiring and the move to online shopping are squeezing niche seasonal roles such as Santas. For many performers who rely on holiday bookings, the market looks tighter this year and may require diversifying into other seasonal or event work.
