Macy’s has officially concluded its long-standing tradition of featuring Santa Claus at its Union Square store in San Francisco, a practice that has been in place for over 80 years. Instead of visiting the iconic location after the Thanksgiving Day Parade, Santa will embark on a national tour to connect with various communities across the country. This shift was confirmed by Macy’s officials in a statement reported by the San Francisco Chronicle.
The announcement highlighted that Santa will not be present at the Union Square location this holiday season. “This year, Macy’s Santa will not be available at our Union Square location. Instead, he will be going on a national tour to visit stores and communities he hasn’t had a chance to appear in before, following his national arrival at the Macy’s Thanksgiving Day Parade,” the statement read.
The decision has sparked disappointment among shoppers in San Francisco, many of whom have cherished the annual visit to see Santa. Yvonne Fletcher and her husband, Adrian, expressed their sadness, stating, “It seems weird without Santa Claus. I can’t bring my grandkids, and that’s what we were waiting for.”
Another local shopper, Briseyda, shared her sentiments with ABC 7 News, emphasizing the importance of this tradition to her family. “It’s a tradition. That’s what we look forward to. It’s heartbreaking. I have kids of my own. The one thing they look forward to is Santa. The fact they’re not going to have that, it’s not tradition at all. Christmas is all about traditions and memories. Santa brings everyone together.”
Santa Claus has been a fixture at the Macy’s Union Square store since the late 1940s, providing families with the opportunity to capture memories through photographs and share their Christmas wish lists. The only exception to his annual appearances came during the pandemic in 2020. From approximately 1990 to 2010, the beloved role of Santa was portrayed by “Santa John,” who became a local favorite.
As Macy’s moves forward with its new approach, the decision reflects a broader trend of adapting traditions to engage with a wider audience, but it remains to be seen how this will resonate with loyal customers who have come to expect Santa’s presence in San Francisco during the holiday season. The change may have lasting implications for community engagement and the cherished holiday experiences families have come to anticipate.
