Bite-Sized Insights: Visiting Santa

Each week we ask our trusted Insights panel of parents a key question. This week we were interested in finding out if parents intend to take their kids to visit Santa Claus in the run up to Christmas this year. Take a quick read of this week’s bite-sized insights to find out how parents are feeling about Santa visits in 2021.

Would you like business-transforming insights for your brand? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help your decision making and activate customers. Contact us now to find how we can help.

Recommended reading: COVID Shows Parents that Spending Family Time is More Important than Spending Money

We asked our Insights panel of parents to tell us if they’ll be taking their kids to visit Santa this year. Here’s how they answered:

Comments from our panel members included:

“Looking forward to hopefully a normal Christmas this year.”

“Some places are worth the money they charge, others are way over priced.”

“Not sure about them just yet…my boys don’t ask so it’s not something we do every year.”

“Going to enjoy it this year as my daughter is 7 1/2, so we won’t have many more visits. She is also the youngest in the house.”

“Cost is a big consideration for us (particularly the adult ticket prices!) as well as positive reviews are definitely a driving factor. We are also interested in more experience and green/eco visits, e.g. the Green Santa in Belvedere House Mullingar gifted a plant and seeds instead of a toy and it felt good to us to be consuming less plastic and kids loved it and still have their Santa plants, edible seeds that we still grow so it’s definitely the type of thing we’d look for again.”

“I don’t believe it is safe yet, or will be as fun as previous years due to Covid.”

“They seem to have become super expensive over the last couple of years.”

“I think a lot are overpriced (especially when you have to pay for adults too!). My 8 year old has enjoyed it the last 3 years, we have tried out different places each time. We prefer slightly alternative options. We went to Festina Lente to see Santa as my daughter really wanted to ride a pony (Santa was just a bonus really!), we went to Kilruddery and made clay decorations while waiting for our Santa turn which was nice and rustic and festive. I found Airfield ridiculously overpriced. Another trip to Avondale Forest Park was lovely as the toys the children got were all wooden / eco friendly (no child needs more plastic tat) and we all went on a train trip through the woods to Santa’s grotto with stops on the way to meet elves. I think all in all the “Santa experiences” offered now are often very elaborate and too expensive. Christmas is already an expensive time of year.”

“Extremely expensive! But you tell yourself the kids are worth it. But still. Paying €65 and then a photo isn’t included is steep.”

“Hope the companies don’t overcharge again this year to make up for lost revenue. Not fair on parents.”

“Really loved the Santa experience at the Quay in Wexford… hoping Covid doesn’t spoil it for many, my little one is excited about the parade through town 🥳”

“Hoping we can have a nice experience this year. Last year I had a tea with Santa booked but was cancelled unfortunately.”

Actionable Insights for Santa Claus Visit Providers:

• Many parents feel that Santa visit experiences don’t offer value for money – especially when parents are charged high prices for adult tickets when the benefits of the visit are specifically for their children. Is there a way that you can elevate the experience to offer added value included in the ticket prices? Perhaps something tailored to the parents accompanying their children?
• Parents are seeking out eco-friendly and sustainable family attractions to take their kids to. Is your Santa Claus experience catering to this desire? Swap out plastic toy gifts for wooden ones for example.
• Lots of parents are looking forward to the return of a more ‘normal’ Christmas season in a post-COVID world. Marketing messages promoting Santa visits should emphasise this point, along with the messaging that reflects the fleeting nature of children’s interest in Santa visits.

Would you like business-transforming insights from parents for your business? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help influence consumers to deliver long term profitability. Contact us now to find how we can help.