In the mid-20th century, the civil rights movement placed a significant emphasis on racial equality during the holiday season, highlighting the importance of Black Santa Clauses as symbols of inclusive representation and economic activism in America. This narrative is anchored by the notable experience of Reverend Otis Moss Jr. in 1969 at Shillito’s department store in Cincinnati, Ohio. As head of the local chapter of the Southern Christian Leadership Conference and a colleague of Martin Luther King Jr., Moss sought equitable employment practices within the company by advocating for the inclusion of Black workers in various roles, particularly a Black Santa Claus during the Christmas season.
Despite Shillito’s famed Christmas displays, the idea of a Black Santa Claus was initially met with resistance. Fred Lazarus III, Shillito’s board chairman, argued against the inclusion of a Black Santa, claiming it did not match the traditional image maintained by the store. This resistance was not unique to Shillito’s; the controversy surrounding the representation of Santa Claus continues, with conservative media figures often defending a racially homogenous image of the beloved holiday character. Such defenses have drawn criticism from proponents of representation and inclusion.
The history of racial representations of Santa Claus in the United States is complex and varied. In many segregated regions, Black Santa Clauses were a common and longstanding tradition for Black audiences. For individuals like Reverend Moss, this was not an anomaly but a reflection of their community’s experiences. During his upbringing in segregated LaGrange, Georgia, Moss witnessed both Black and white Santas, with Black Santas appearing at Black churches and schools, while white Santas dominated commercial spaces.
Black Santa Clauses have been powerful symbols against racial stereotypes for over a century. By the late 19th and early 20th centuries, Black communities were reimagining Santa Claus to embody ideals of equality and justice. For instance, a 1917 Black Dispatch cartoon depicted an African American Santa bringing gifts of love, education, and justice, symbolizing the breaking down of racial barriers. Influential individuals such as Henry Gay Sr. and Merlin Kennedy played pivotal roles in challenging racial norms by embodying Black Santa in various public spaces.
The 1960s witnessed a peak in civil rights activism, with economic strategies intersecting with holiday symbols. Reverend Moss drew on his experience with holiday boycotts from his student protest days in Atlanta, applying similar pressure tactics in Cincinnati. Through public protests against Shillito’s exclusion of a Black Santa, Moss and other activists aimed to achieve broader employment equality and economic justice. Their perseverance saw success when Shillito’s eventually displayed a Black Santa in 1970, inspiring other major retailers like Macy’s in New York to follow suit.
Despite these victories, the battle for inclusive representation continues today. Only a small fraction of Santa Claus performers are Black, suggesting ongoing work is needed to foster an inclusive holiday spirit. Digital platforms and public figures have played a role in amplifying these efforts, promoting characters like Black Santa to reflect a more diverse society. The movement for Black Santas symbolizes a wider struggle for racial equality, using the iconic holiday figure to highlight broader socio-economic rights and representation.
The progress made, from Reverend Moss’s efforts to contemporary initiatives, underscores the importance of inclusive representation in all areas of society. Recognizing the significance of these actions serves as a reminder that the fight for equality, though ongoing, has achieved meaningful change and continues to drive forward.