A beloved Macy’s holiday tradition ends after 80 years

When you grow up Jewish, Santa Claus seems a bit absurd.

I mean, religion requires faith, but believing that a magical old man brought toys to all the Christian children in the world, riding in a flying sleigh would make most kids skeptical.

In reality, however, many children believe until a certain age, and others go along with the ritual because it involves receiving gifts on Christmas morning.

Part of the Santa Claus ritual has always been picturing jolly old Saint Nick, sitting on his lap, and telling him what he wants for Christmas.

Some kids do so on privately booked photo shoots, while many others head to the mall.

I think most kids know that Mall Santa is the messenger of a bigger man than a real person. Still, parents take their children to see him, the kids either cry hysterically, or take their pictures and make notes before moving on to gift selections.

More retail:

For nearly 80 years, for people living in San Francisco, that tradition meant taking their children to Macy’s in Union Square. It was a time-honored tradition that had been passed down for generations, but this year, it’s not happening.

Santa Claus, at least for the San Franciscans who enjoy visiting him at Macy’s in Union Square, isn’t coming to town, it seems.

Macy’s has quietly ended its tradition of leading Santa Claus to the store in San Francisco’s Union Square since its Thanksgiving Day parade.

The chain interpreted that decision in a way that suggested it had no choice but to hire multiple Santas to visit different stores.

“This year, Macy’s Santa will not be available at our Union Square location. Instead, after his national arrival in the (New York) Macy’s Thanksgiving Day Parade, he will be going on a national tour to visit stores and communities,” Macy’s officials said in a statement reported by the Chron San Francisco.

Macy’s added that the magic of the holiday season will continue in Union Square with its SF SPCA holiday windows and the Macy’s Great Tree presented by Ripple.

“It looks weird without Santa Claus,” Yvonne Fletcher and her husband Adrian told Yahoo News. “I can’t bring my grandchildren, and that’s what we’ve been waiting for.”

• Almost 80 years of tradition: Santa made an annual appearance at Macy’s Union Square store, the day the store opened. Late 1940s And continuing almost every year until 2025 (except for pandemic years), according to the San Francisco Chronicle.

• Local cultural touch: Families line up each holiday season for visits and photos with Santa, making it a cherished Bay Area tradition, the San Francisco Chronicle added.

• The same Santa for decades: From about 1990 to 2010, the role was played by the beloved “Santa John,” whose presence became iconic in local family photos, Hoodline reported.

• No Santa in 2025: For the first time in nearly 80 years, Macy’s confirms Santa Will not be in Union Square He kicked off a national tour this holiday season after the Thanksgiving parade, ABC7 San Francisco shared.

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Margarita Hernandez, who visited the Union Square Santa as a child, was unaware of the change and brought her daughter.

“I think we’re going to have to find another Santa,” she told reporters, adding, “It’s sad. We’ve been bringing him here since he was a baby.”

Macy actually fired the famous Santa John Toomey.

“This 2010 incident is one of Union Square’s most memorable holiday plays. Toomey was fired after an adult couple complained about a lighthearted joke he had told for decades: When the adults asked why Santa was so funny, he joked that he knew where all the naughty boys and girls lived.”

He was not rehired by Macy’s but was hired by a local restaurant, appearing for a year before his death.

For many families, this is an important tradition.

Leigh Eric Schmitt, author of “Consumer Rights: The Buying and Selling of American Holidays,” explained the evolution of Santa Claus to department stores and malls to Catholic Online.

He said that it reflects a deep cultural truth.

“The tradition of having Santa visit the store is not just a commercial venture – it’s about creating lasting memories and experiencing the joy of the season,” he shared.

• Originated in 1924: The first was held at Macy’s Parade 27 November, 1924Originally called Macy’s Christmas Paradeand special floats, live animals, performers, and Santa Claus, according to NBC.

• Santa’s Central Role: Santa has appeared historically End of the paradeSince the first event marks the symbolic beginning of the Christmas season each year, Encyclopaedia Britannica reports.

• Commencement of Annual Leave: Despite the name change Macy’s Thanksgiving Day Parade (By 1927), Santa’s presence became a key ceremonial moment, ushering in holiday shopping and festivities, added the Encyclopedia Britannica.

• Recent continuous history: The parade is on Every year since 1924 except during World War II (1942-1944).According to NBC, the American holiday is steeped in tradition.

Cultural historians note that Santa’s presence is not merely commercial; This is a ritual.

“Closing with Santa Claus at the end of the parade unveiling the holiday windows on 34th Street,” Valerie Paley, chief historian of the New York Historical Society, told CBS News, explaining how the Macy’s Thanksgiving Day Parade has long served as a symbolic kickoff to the holiday season.

Related: Walmart Sees Shift in Consumer Behavior

This story was originally published by TheStreet on December 20, 2025, where it first appeared in the Retail section. Add TheStreet as a preferred source by clicking here.