Dozens of Santas have returned to school desks in London, but this time not to teach maths or languages, but to prepare for the Christmas season. At a special training workshop, held on 12 November in south London, they learned how to communicate with children, deal with unexpected questions and create a special experience for young visitors. Dressed in their characteristic red costumes, the participants temporarily left the role of Santa to become students again.
During the training, they also practiced sign language, learning how to wish “Merry Christmas” to children with communication difficulties. They were also introduced to the latest toy trends and received guidance on how to answer difficult or unexpected questions they might receive during meetings with children.
The program is organized by the Ministry of Entertainment, while the Santa School celebrates its 28th anniversary this year. It aims to prepare professionals who work as Santas in shopping malls, stores and festive events across the United Kingdom and beyond.
An important part of the training is also devoted to emotional and sensitive situations. Grandparents learn how to react when a child asks for their separated parents to be reunited or expresses a wish for a sick family member to get well. In these cases, the main instruction is to show kindness, empathy, and listen carefully, without making promises that they cannot fulfill.
During the seminar, the annual report of the Ministry of Entertainment, titled "The State of Santa Claus", was also presented, which highlights changes in Christmas traditions and customs.
The data shows that reservations for Mrs. Claus have increased by 32%, while 60% of children continue to write letters to Santa by hand. Traditional sweet mince pies also remain the most popular choice for Christmas Eve, appearing on 77% of festive tables. Meanwhile, kombucha is a much less popular choice, present on just 2%.
The report also reveals that an average encounter between a child and Santa lasts just 3 minutes and 45 seconds. This short time makes their training all the more important, as they need to create a memorable moment for each child.
For Santas, the challenge is not simply to know the most requested toys of the year, but to make every child feel heard and special, while preserving the magic of Christmas.
