Overview
- Job postings for mall and store Santas fell about 35% from 2024, according to Revelio Labs’ analysis of online listings.
- Employers now largely require natural whiskers, with roughly 70% of postings calling for real beards versus about 14% in 2022.
- Advertised pay has risen to a median near $25 an hour, with real-bearded Santas averaging $30.84 versus $21.83 for fake-beard roles.
- Researchers describe a composition effect in which lower-paid roles disappear, lifting averages without broad raises for workers.
- The contraction aligns with weaker seasonal hiring and a softer labor market, including a 4.6% November unemployment rate and reduced mall traffic tied to online shopping.