A Silent Night in Union Square: Macy’s Santa Tradition Takes a Decades-Long Hiatus
The magic of the holiday season in San Francisco’s Union Square is going to sound a little different this year. For the first time in nearly 80 years—save for a brief, pandemic-related pause—Macy’s flagship store will not host a traditional in-person visit with Santa Claus. It’s a move that marks the end of a cherished holiday ritual for generations of Bay Area families.
For decades, a trip to the historic department store to sit on St. Nick’s lap has been as essential to the San Francisco Christmas experience as the annual Great Tree lighting just outside the doors. The news that Santa’s seat will be conspicuously empty this year has landed like a lump of coal in many a stocking.
Santa’s National Tour Takes Center Stage
Macy’s officials stated that the decision to skip the Union Square location this year is part of a “broader plan” to bring the Santa experience to communities that haven’t had the opportunity before. Following his iconic appearance in the Macy’s Thanksgiving Day Parade in New York, the Jolly Old Elf is reportedly embarking on a 12-stop national tour. The tour, however, will be bypassing San Francisco altogether, with his last stop in California scheduled for Canoga Park in Los Angeles.
A spokesperson for Macy’s confirmed that the company is looking to spread the seasonal cheer to new locations. While this may be a joyful surprise for the lucky cities on the new route, it leaves a noticeable void in the Bay Area’s holiday itinerary. The tradition had been a steadfast part of the Union Square calendar, even surviving a major controversy in 2010 when a long-time, beloved Santa was famously fired.
More Than Just a Santa-Sighting
It’s difficult to separate this change from the broader context surrounding the historic retail location. Macy’s has been embroiled in an uncertain future, having announced plans to close and sell the Union Square store nearly two years ago, though some recent reports have indicated a potential change of plans to stay and redevelop the site. Regardless of the long-term future, this holiday season will feel like a turning point.
Fortunately, not all beloved San Francisco traditions are disappearing. The store remains committed to its other marquee holiday events. Visitors can still enjoy the dazzling spectacle of the Macy’s Great Tree, which continues to shine brightly in Union Square Park. Perhaps even more importantly to locals, the endearing SF SPCA windows, a 38-year-old institution that finds homes for adorable puppies and kittens, will also return to anchor the holiday spirit.
While families will need to find a new spot for that annual Santa photo, the city’s heart of holiday commerce will do its best to keep the festive cheer alive. The message seems to be: The magic is still here, even if the man in red is on a new route this year.
