The Origin of the Mall Santa: How James Edgar Brought Santa Claus to Life in 1890
Long before Santa Claus appeared in photo booths and holiday parades, a man named James Edgar changed Christmas forever by becoming the very first department store Santa. In December 1890, Edgar, a Scottish immigrant and owner of Edgar’s Department Store in Brockton, Massachusetts, stepped into a red velvet suit and white beard inspired by the illustrations of Thomas Nast. When he walked onto the store floor dressed as Santa, the effect was immediate and magical. Children and families from across New England traveled for miles to see him in person. It wasn’t just a marketing gimmick. It was a heartfelt effort to bring wonder and joy to the Christmas season.
Edgar’s innovation sparked a trend. By the early 1900s, other department stores across the country had followed his lead, introducing their own in-store Santas to attract families during the busiest shopping season of the year. As consumer culture expanded in the 20th century, Santa became a key figure in the retail world, drawing crowds, increasing foot traffic, and cementing himself as a seasonal icon. Santa wasn’t just a jolly man in red. He was a symbol of kindness, imagination, and generosity during a time when families were looking to reconnect and create lasting memories.
As the tradition gained popularity, the portrayal of Santa became more refined and standardized. In 1937, Charles W. Howard, a farmer and toy maker from Albion, New York, founded the Charles W. Howard Santa Claus School in Midland, Michigan. The school taught aspiring Santas how to embody the spirit of St. Nick with sincerity, storytelling, proper dress, and even reindeer facts. It helped elevate the role from simple costume-wearing to an art form rooted in empathy and performance. The school is still running today, training hundreds of Santas each year.
By the mid-20th century, the idea of visiting Santa at the mall had become a full-fledged tradition in American culture. Elaborate North Pole sets were constructed inside shopping centers, complete with animatronic elves, faux snow, and candy cane lanes. A photo with Santa became a rite of passage, and for many families, it was the centerpiece of the holiday outing. Even today, amid the rise of digital experiences and online shopping, children still line up to whisper their Christmas wishes into Santa’s ear. That tradition started with one man’s joyful idea more than 130 years ago.
From the bustling floors of Edgar’s store to malls filled with twinkling lights, the mall Santa continues to bring smiles to generations of families. He reminds us that sometimes the most magical traditions are the ones that begin with a simple desire to make someone smile.
