Department stores, such as Kohl's, have struggled to bring post-Thanksgiving shoppers into their brick-and-mortar locations so far this year. A handful of big-box behemoths, including Walmart, Target and Best Buy, gobbled up the lion's share of the record 190 million shoppers in physical stores during the Friday-to-Monday sales rush, according to the National Retail Federation.
Nicholson said Millennial audiences value spending money on experiences more than purchasing consumer goods. That's why mall Santas and related attractions are some of the few remaining advantages that physical stores have over digital marketplace giants like Amazon.
"The number of Santas we have on the site has grown about 102% over the last four years,' Price said."People come every year and say they want to book a Santa. Usually we run out fairly quickly."Santas earn anywhere from $4,000 to $5,000 total for store and mall appearances during the holidays, according to Santa performer Ed Taylor, owner and operator of the Santa Claus Conservatory, an online school for Santas.
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