Retail Holiday Season Dilemma: Virtual or In-Store Santa?

Elves are doing double duty as part of Santa’s Sanitation Squad at Bass Pro Shops.

One outdoor retailer is putting Santa behind a magic shield. Courtesy of Cabela's/Bass Pro Shops

Department store Macy’s, which pioneered the concept of in-store Santas in 1861, is opting for a virtual Santaland this year, marking 2020 as the first time since Abraham Lincoln was President that there will be no in-person visits with a store-hired St. Nick.

@lisalacy lisa.lacy@adweek.com Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.