For the first time in nearly eight decades—save for a pandemic pause in 2020—Union Square will celebrate the holidays without one of its most cherished traditions. Macy's Union Square has announced that Santa won't be setting up his throne on the sixth floor this year, marking an unprecedented shift in a ritual that has defined San Francisco Christmases since the 1940s.
The decision has left generations of local families grappling with disappointment. Eight-year-old Adriana Hernandez, who has visited Santa at the iconic department store for as long as she can remember, learned the news during a recent shopping trip with her mother Margarita. This year, Adriana wanted to tell Santa about her wish for a robotic turtle. According to the San Francisco Chronicle, Margarita Hernandez—herself raised on Union Square Santa visits—hadn't known about the change. "I guess we'll go find another Santa," she told reporters, adding, "It's sad. We've been bringing her here since she was a baby."
An 80-Year Legacy Interrupted
The tradition appears to stretch back to Macy's opening in the late 1940s, when the New York retail giant acquired the O'Connor, Moffatt & Co. department store that had already established Santa visits at the location. According to the Chronicle, historical photos from the 1940s show Santa was already a fixture before Macy's even took over the property.
From around 1990 to 2010, the role was filled by the same beloved figure: John Toomey, known affectionately as "Santa John." His gentle manner, authentic white beard, and practiced "ho, ho, ho" became synonymous with the San Francisco holiday experience. SFGate reported that Toomey's face appeared in countless cherished Christmas photos before his controversial firing in 2010.
The Santa John Controversy
That 2010 incident remains one of Union Square's most memorable holiday dramas. Toomey was dismissed after an adult couple complained about a lighthearted joke he'd told for decades: when adults asked why Santa was so jolly, he'd quip that it's because he knows where all the naughty boys and girls live. The firing sparked outrage, with thousands of calls flooding Macy's from families demanding his return. One customer described driving "through rain, snow or fog" for over a decade to see Santa John, calling it her family's "most treasured tradition."
Macy's refused to reverse course, but Toomey landed on his feet. He appeared on "The Tonight Show with Jay Leno" and was quickly hired by Lefty O'Doul's restaurant, which doubled his salary and gave him a lifetime contract with a clause explicitly allowing him to tell jokes. Tragically, KQED reported that Toomey died the following year at age 69.
Why No Santa This Year?
Macy's explanation for this year's absence centers on a "national tour" strategy. According to the Chronicle, spokesperson Orlando Veras stated that "Macy's Santa will not be available at our Union Square location" because "he will be going on a national tour to visit stores and communities he hasn't had a chance to appear in before." The 12-stop tour begins in Boston and ends in Canoga Park in Los Angeles County—pointedly skipping San Francisco.
When pressed on the obvious question of how Santa manages to appear at multiple locations nationwide every year, Macy's officials declined to elaborate. Veras added that the Union Square store "remains filled with holiday spectacle including our traditional SF SPCA windows and Great Tree in Union Square."
The timing is notable. Macy's announced nearly two years ago that it would close and sell the Union Square location as part of a broader downsizing strategy. But just three weeks ago, the Chronicle reported that the company reversed course, announcing a partnership with San Francisco-based developer TMG Partners to explore redevelopment options including housing, while keeping the store open indefinitely.
Community Reaction
The news has resonated across San Francisco's neighborhoods. Bayview residents Yvonne and Adrian Fletcher told ABC7 News, "It seems weird without Santa Claus. I can't bring my grandkids and that's what we were waiting for." Another parent, identified only as Briseyda, called it "heartbreaking," explaining that "Christmas is all about traditions and memories. Santa brings everyone together."
Lisa Sammon of Santa Clara shared memories of taking her daughter Emily, now 15, to see the same Santa at Macy's for about a dozen years. "The city means so much to me," Sammon said, tearing up at the loss of tradition.
Alternative Santa Options
Families seeking Santa visits this season have options beyond Union Square. The Hernandez family was assured that Santa would be available at Stonestown Galleria and Pier 39, according to the Chronicle. In fact, a Chronicle Black Friday report noted that a for-hire Santa at Stonestown had booked the gig three months in advance and maintains a TikTok following of 76,400.
Union Square won't be entirely Santa-free, however. "Spun Santa," a local entertainer who has been spinning around Union Square for the past five years, will continue his performances. "I love San Francisco and I love people from all over the world," he told ABC7.
The Broader Context
The absence of Santa comes as Union Square continues its post-pandemic recovery. While the area has struggled with retail vacancies—with major departures including Old Navy, Gap, Nordstrom, and Saks Fifth Avenue—there have been recent positive developments. SFGate reported that new tenants like Pop Mart, Moscot, and chef Michael Mina's Bourbon Steak have recently opened, while Uniqlo and Zara are returning to the area.
Meanwhile, other holiday traditions continue. The SF SPCA Holiday Windows—featuring adoptable puppies and kittens—debuted last week for their 39th year at Macy's corner of Stockton and O'Farrell streets. The beloved display, which has helped over 10,000 animals find homes since its inception, will run through December 31st and can be viewed Wednesday through Sunday from noon to 5 p.m.
The 83-foot Macy's Great Tree continues to shine in Union Square, and the Safeway Holiday Ice Rink offers skating through mid-January. But for families like the Hernandezes, these attractions can't quite replace the magic of whispering Christmas wishes to Santa on Macy's sixth floor—a ritual that has defined San Francisco holidays for generations.
