Why Black Santa Matters: The Impact and Evolution in Underserved Communities
For many children, a visit to Santa Claus during the holiday season is a cherished tradition. Yet, for decades, this festive figure often reflected only one image—a white-bearded man in a red suit. The lack of diversity in holiday representation has long been a point of contention and change. As the fight for racial equality persists, the emergence of Black Santa Clauses has become a powerful symbol of inclusion, hope, and representation in underserved communities.
A Legacy of Advocacy and Representation
In December 1969, Reverend Otis Moss Jr., a civil rights leader and head of the Cincinnati chapter of the Southern Christian Leadership Conference (SCLC), walked into Shillito’s department store with a groundbreaking request. Moss urged the store to hire Black employees in all areas of its operations – including one key role: Santa Claus. Moss and his colleagues were met with resistance, but their resolve ignited a local movement to demand equal representation during the holiday season.
“The one that got the most attention was the Black Santa Claus,” Moss recalled. This seemingly simple request sparked larger conversations about racial equity and visibility in public spaces. The refusal of Shillito’s chairman, Fred Lazarus III, to hire a Black Santa only fueled the movement, leading to boycotts and protests. One year later, the first Black Santa Claus greeted children at Shillito’s, marking a pivotal victory for representation.
Why Black Santa Matters
The presence of Black Santa Clauses in malls, community centers, and parades sends a powerful message to children of color: they are seen, valued, and celebrated. “Representation is important. It’s important to be able to know that, yes, Santa Claus can be Black,” said Lana Therese Kennedy White, whose father defied racial norms by dressing as Santa Claus in Bloomington, Illinois, during the 1960s civil rights movement.
For families like the Davises, who travel from Mebane, North Carolina, to visit Black Santa, this representation bridges the gap between imagination and reality. “I want to show our children Black people are in all aspects of life,” said Brittany Macon Davis in an interview with The Assembly. “I didn’t grow up like that.”
A New Era of Inclusion
Today, organizations like Santas Just Like Me bring Black Santas to communities across the country, from local malls to high-end department stores like Neiman Marcus. Stafford Braxton, the founder of Santas Just Like Me, recognized the need for Black Santas in 2011 and has since grown his initiative to include nine Santas serving over 40 events annually.
“People want to see a positive Black image as often as possible,” Braxton said, as quoted by The Assembly. Despite occasional backlash, Braxton believes the growing acceptance of Black Santas is a testament to the nation’s progress toward inclusivity.
Teaching Children the Value of Diversity
Parents and educators recognize the importance of exposing children to diverse role models, not just during the holidays but year-round. “I want my child to see men and women of color in magical roles,” said Mary Escobar, who attended a Black Santa event with her young son. “It’s something we want to normalize for him.”
As Black Santas continue to gain visibility, they remind communities that the holiday season is for everyone, regardless of race or background. More than a figure of joy, Black Santa stands as a symbol of progress, breaking barriers and creating lasting memories for children who finally see themselves in the magic of the season.
The mission of Omega Network for Action (ONFA) aligns closely with the evolution of Black Santa, advocating for representation, economic empowerment, and equal opportunities. By celebrating symbols of inclusion like Black Santa, ONFA continues to champion the advancement of African Americans and underserved communities, ensuring every child can see their potential reflected in all aspects of life.
Photo: Silicon Valley Ques. Xi Nu chapter of Omega Psi Phi Fraternity Inc. San Jose, Ca.
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This article draws from reporting by Allison Griner for Al Jazeera and Katherine Snow Smith for The Assembly.
