NIU professor Bethany Cockburn’s recent paper in Academy of Management Journal deconstructs the vocation of professional Santas.
Santa Claus might appear to be the quintessential seasonal worker, starting after Black Friday and ending on Christmas Eve. Yet the Academy of Management Journal finds that for many, it is more than a job — it is a meaningful vocation.
NIU management professor Bethany Cockburn, along with co-authors Christina B. Hymer of the University of Tennessee and Borbala Csillag of Oregon State University, published “Who’s Behind the Red Suit? Exploring Role Prototypicality within Calling Enactment among Professional Santas” in the publication’s November issue.
Through her years of research interviews, Cockburn said her team learned about the complex mindset and “identity-shaping” many professional Santas say come with the job, no matter who they are.
“I was surprised by how committed to being Santa our ‘non-prototypical’ Santas are,” she said. “By most measures, they shouldn’t be Santa. They don’t look or act the part in some important way, but they are even more devoted to the role than some of the people who perfectly represent the part. These Santas give up so much to be in the role and often give their time, money and health to be Santa for the kids who come to see them. They consider it a privilege to make these sacrifices and are honored to be able to work in their calling.”
Cockburn, Hymer and Csillag explored how people who slip into the red suit experience a moral or spiritual purpose more often linked with teaching, nursing or ministry. The
co-authors teamed up with a Santa school leader, analyzing survey archives from 849 professional Santas and gathered reflections from another 382 Santas.
In popular culture, the name Santa conjures up a similar image for many of us — often a jolly, white-bearded bringer-of-cheer. Santa is usually male, white and on the portly side. There are even more assumptions we often make: Santa is real-bearded, extroverted,
able-bodied, heterosexual, Christian and embraces the Christmas holiday. Professional Santa groups, like the Fraternal Order of Real Bearded Santas and the International Brotherhood of Real Bearded Santas, actively uphold this image through training, conferences and community-building.
In short, there is usually a very specific person who would fit the authentic Santa bill. Still, those who do not prototypically fit the description still find meaning in the calling.
“We often think only certain people are the right ones for the job: Maybe it’s based on how they look, where they went to school or who their family is,” Cockburn said. “In this study, we saw a vivid example of how people can get the job, and thrive in it, even if they aren’t who we think fits the ideal prototype for the job. Behind the beards, expensive suits and extensive training were Santas who worked really hard to be a great Santa and made a lot of lives better.”
The researchers found that Santas do not all connect to the role in the same way. They mapped three patterns of “calling enactment”— how Santas express their sense of purpose:
- Prototypical Santas seem perfectly made for the job. With their natural white beards and round bellies, they fit the physical description often associated with Santa and can even adopt it as a full-time identity.
- Semi-prototypical Santas fit parts of the image but deviate in other ways. They may not be overweight or may remain clean-shaven, using costume beards instead of growing them. They often view the role as a part-time gig, stepping in only for the holiday season.
- Non-prototypical Santas fall farthest outside the traditional definition — including women, people of color, LGBTQ Santas and people with visible disabilities — yet they often feel the strongest sense of calling. They may not be welcomed by Santa networks but find creative ways to express their Santa spirit all year long.
In interviews, the depth of professional Santas’ experiences was obvious, as were their sacrifices made to play the part.
“You’re never off,” said one informant, who identified as a prototypical Santa. “You lose a little bit of your identity because you can’t let your hair down and be yourself. You don’t know who’s watching you.”
Another Santa, who identified as semi-prototypical, crafted a backstory to explain his lean physique. “I’m a healthy Santa,” he told parents. “My doctor likes me this way.” The kids, he said, never seemed to mind.
Many non-prototypical Santas discussed their moments of epiphany and joy when they stepped into the red suit.
One female Santa first put on the red suit at age 17 when the scheduled Santa at a community event fell ill.
“My dad said, ‘You think you could put that suit on?’” she recalled. “I got in, and just the joy on these children’s faces — it was one of those textbook Hallmark stories.”
Now a church leader, she links her faith and Santa work through the same core message: love, hope and joy. “It’s a calling for me from God. Because it shows a need and that I can connect with people and remind them they’re loved,” she said.
Cockburn added that she thinks this research translates to the importance of an open mind when hiring for a certain role.
“I think we should keep an open perspective about who we hire for a job, basing the decision on who is committed and willing to work for it, rather than who our first thought is about who fits into the role or looks the part,” she said. “I also think we should be open about the jobs that we pick — we shouldn’t limit ourselves but should follow the things we have passion for and that we are good at.”
When Cockburn started researching the mindsets of professional Santas years ago, she was a self-proclaimed “Christmas Grinch.”
“However, after meeting these Santas and seeing how they truly live their lives as Santa, I have a renewed love of Christmas,” she said. “These Santas talked about how they feel called to be Santa and make financial and physical sacrifices to keep the magic alive for children. They also talked about how portraying Santa has made them better people: They are kinder, more compassionate and more patient as they try to represent Santa throughout their lives. These professional Santas sacrifice a lot to be in the job but feel like they get even more out of it than they put into it.”
And what does Cockburn hope others will take away from the passion these Santas bring to their job?
“Find a way to make the world a better place through volunteering, your work or your hobbies,” she said. “It will make a difference for others — and possibly for yourself!”
The authors suggested that Santa communities have the power to redefine what “authentic” Santas look like. Some networks now encourage diversity and inclusivity, spotlighting women and Santas of color, or challenging the stereotype that Santa must be overweight.
“Our findings suggest that leaders of member communities hold positional power to alter characteristics associated with role prototypes,” the authors wrote. “That can help include called workers who might otherwise be excluded.”
Main Photo by Photo by __ drz __ on Unsplash
