Macy’s has announced the discontinuation of its long-standing tradition of hosting Santa Claus at the Union Square store in San Francisco, California, a practice that has been a fixture since the late 1940s. Instead of greeting children at this iconic location, Santa will embark on a national tour, visiting various stores and communities across the country following his appearance at the annual Macy’s Thanksgiving Day Parade.
The company’s decision has garnered mixed reactions, particularly from San Francisco shoppers. According to a statement reported by the San Francisco Chronicle, Macy’s officials confirmed that Santa will not be available at the Union Square location this year, emphasizing that the national tour aims to bring the festive spirit to new places. The statement read, “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.”
Many local residents expressed their disappointment at the change. Yvonne Fletcher and her husband, Adrian Fletcher, shared their feelings with Yahoo News, stating, “It seems weird without Santa Claus. I can’t bring my grandkids, and that’s what we were waiting for.”
Another shopper, identified as Briseyda, told ABC 7 News that the absence of Santa at the Union Square store represents a significant loss. “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,” she lamented.
Historically, families flocked to Macy’s Union Square to take pictures with Santa and share their Christmas wish lists. The role of Santa at this location became especially beloved during the years when it was filled by the well-known “Santa John,” who delighted children from approximately 1990 to 2010.
The decision to replace the local tradition with a national tour reflects broader trends in retail as companies seek to engage with a wider audience, particularly in a post-pandemic landscape. While Macy’s aims to innovate and reach new customers, the emotional impact on families who have cherished this experience for generations cannot be overlooked.
As the holiday season approaches, the shift in tradition serves as a reminder of the evolving nature of community and retail experiences.
