Why Are Black Santas Important?

Source: Dragos Condrea / Getty

The question of whether we should have a Black Santa is a powerful one, as it touches on issues of representation, cultural identity, and historical context. In recent years, there has been a significant push by Black parents and communities to introduce and normalize the idea of a Black Santa, especially for children. The idea is not just about providing an alternative version of the holiday figure but also about ensuring that children from all backgrounds can see themselves reflected in the stories, myths, and celebrations that shape their world.

The Historical Context

Santa Claus, as we know him today, is rooted in a long history that includes elements from various cultures, including the Dutch tradition of Sinterklaas and the popularized imagery created by artists like Thomas Nast in the 19th century. Nast’s depictions in Harper’s Weekly, starting in 1863, helped cement the modern image of Santa: a chubby, jolly man with a white beard who delivers gifts to children around the world. The image became closely associated with the holiday, continuing to be iconic even after Christmas was declared a federal holiday in 1870.

However, this image of Santa Claus as a bearded white man became ingrained in mainstream culture, and for generations, children from communities of color were largely left out of that representation. Santa Claus became another symbol of the broader issue of racial representation in American culture. For many children, seeing Santa as only white reinforced the idea that their culture, identity, and presence were secondary or invisible in the grand narratives that define American life.

Representation Matters

For Black parents, the push for a Black Santa is an effort to counteract that invisibility. Representation is important for self-esteem, especially for children. Studies have shown that when children of color see people who look like them in positive, empowering roles—whether in books, movies, or even holiday traditions—it can enhance their sense of self-worth and their belief in what is possible for them.

Source: Dragos Condrea / Getty

In a December 2023 article for The EveryMom, author and journalist Daizha Rioland reflected on the power of Black Santa. She shared how seeing a Black Santa figurine in her grandmother’s living room—something she described as “rare” during her own childhood—filled her with joy. Inspired by that experience, Rioland expressed her desire to ensure her children could share in that same sense of joy and representation.

“Seeing a Black Santa was rare during my childhood, but I could always count on that one decor item to remind me that Santa didn’t have to be pale as snow, with blue eyes and rosy cheeks,” she penned. “ In fact, it was one of the few decor items that made me feel like Santa Claus might actually see me, know me, and stop by my house on Christmas Eve.”

Rioland added, ‘When I became a mom three years ago, I knew that even though diversity, representation, and inclusion were on the rise, I had a mission—no, a duty—to show my daughters that Black Santa Claus is the real deal and he’s everywhere in our household. From the mugs to the plates to the pillows we buy for Christmas, there will only be pictures of Black Santas in all their shades and ranges to show my daughters that their skin is beautiful here and in the North Pole.”

Erin Carpenter, founder of Nude Barre, told NBC News in 2023 that she feels fortunate her daughter attends the Harlem School of the Arts in New York City, where holiday programming highlights Black Santas, giving her the ability to see herself in the famous holiday character. 

“We’ve been fortunate to have pretty easy access,” she said. “I’m hoping that I can curate more experiences for my children that don’t feel so labored,” the entrepreneur added. “Look, we’ve come a long way in the world, but there’s still a lot more work to do.”

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