In days gone by, visiting Santa at the mall was a cherished tradition, where children could climb onto his lap and share their Christmas wishes without any fuss. However, in today’s world, Santa has become a marketing sensation, and malls are eager to capitalize on his popularity. Unfortunately, parents are not falling for it.
This week, the Cherry Hill Mall in New Jersey faced significant backlash after introducing an admission fee for families to see Santa Claus. Historically, these visits were free, even for those who chose not to buy photos or other extras. This year, however, the mall decided to follow a more profit-driven approach, reminiscent of Ebenezer Scrooge, by placing Santa behind a windowless enclosure. Families were only allowed entry if they pre-purchased a photo package, which ranged from $35 to $50.
The mall attempted to justify the hefty price tag by highlighting that it is one of 12 locations across the country offering the Dreamworks Adventure to Santa attractions. Before meeting Santa, families go through a 15-20 minute “experience” that includes interactive iPads for designing virtual gingerbread houses, singing elves, and a simulated sleigh ride. The catch? Families who simply wanted to see Santa without the extras couldn’t do so without paying. This policy was a stark departure from last year’s offering, which didn’t require any prior purchases.
As soon as parents caught wind of this new policy, they took to the mall’s Facebook page to voice their discontent. Many argued that if the mall wanted to charge for the additional activities, they should still provide a free option for families who couldn’t afford to pay. One frustrated parent commented, “It’s sad that it costs a minimum of $35 just to see Santa! This takes away the joy for kids whose families can’t afford it. We should all boycott this event.”
The outcry was loud enough that the mall reconsidered its decision. An official spokesperson stated, “We received feedback from our shoppers, and many were unhappy with our decision to charge a fee. They expressed that this isn’t what the holiday spirit is about. So, we listened.”
The holidays are a time of joy, but they can also be financially taxing for many families. However, a visit to a friendly mall Santa has always been a cost-free way for children to share their wish lists and experience the magic of the season.
While an interactive experience may seem enticing, it shouldn’t be a prerequisite for simply meeting Santa. After all, Santa is not a pop star; he symbolizes generosity and goodwill and should be accessible to everyone.
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In summary, the Cherry Hill Mall’s attempt to monetize the Santa experience backfired, leading to a swift reversal of their policy. Families deserve the opportunity to enjoy holiday traditions without financial barriers, reminding us that the spirit of the season should be about giving, not charging.