Older men are discovering lucrative side hustles – particularly attractive for retirees – as professional Santa impersonators, with some earning up to £7,000 in a single winter season.
These seasonal Saint Nicks are part of a growing cohort of older men who have realised their distinct looks can command premium rates during the festive period.
Mike Facherty, 72, a former financial services worker, has transformed his volunteer Santa appearances into a profitable enterprise, whilst retired headteacher John Roche-Kelly, 71, found himself unexpectedly recruited into the role.
For the past decade, Roche-Kelly has had a side hustle as Santa, spending his festive season between grottoes, functions and living rooms. He will do around 30 gigs this season.
For some, like 50-year-old David Saunders, what began as a charitable act at a children’s hospital has evolved into a substantial side business spanning house visits and commercial work.
All three men explained that being Father Christmas demands significant investment, with authentic costumes costing up to £1,500, but they insist the rewards extend far beyond financial gain.
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All three men explained that being Father Christmas demands significant investment,
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Facherty told The Telegraph: “It’s not like a job, it’s a calling.”
His Santa business brought in approximately £7,000 last year through various festive engagements. His pricing structure reflects the premium nature of personalised Santa visits, charging £140 for home visits lasting 15-20 minutes. The rates increase significantly for special occasions, with Christmas Eve visits making him £350.
For those seeking the ultimate Christmas experience, Facherty offers Christmas Day appearances at £1,500, though other Santa’s suggest this is “ridiculously low”.
It’s not all income as the business requires substantial investment. He added: “A handmade Santa costume costs £1,500. You can get them on eBay for £70 or £80, but that’s really bottom-end stuff.”
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Professionals across the world are topping up their pension pots by becoming Santa each yearGETTYAdditional expenses include boots, bells, a personal driver, and an administrative assistant to manage bookings.
Despite the expenses, Facherty explains the seasonal income provides “a little bonus” to supplement his retirement, though he notes: “The income isn’t the kind to coax you out of a six-figure salary. It’s very seasonal and you’re not making a huge amount.”
However, those who can turn into Santa all year round can earn significantly more. Saunders, from Fairfax County, Virginia earns between £15,739 to £19,674 annually from his festive endeavours.
His commitment to becoming an authentic Santa requires substantial investment, for his custom-made suits, boots, belts, shirts, vests, and hats.
He said: “I buy about 10 beards a year at 400 dollars a pop,” alongside additional expenses for insurance, background checks, and business licences.
Making approximately 150 house visits each year, Saunders balances his Santa duties with his firefighting career, working evenings throughout December.
His Santa portfolio extends beyond seasonal work, including appearances in commercials and Christmas movies, video games and adverts.
Saunders has appeared in three family-friendly Lionsgate films: “Christmas Telethon,” “All I Want for Christmas,” and “A Wonderful Time of the Year.” He is also set to star in “Christmas is Canceled” and “Escape from the Naughty List,” both currently in development.
After 30 years as a firefighter, Saunders plans to transition to full-time Santa work once he retires.
He said: “Being a firefighter has been a great job… but I’ve had a good career. My body hurts, and I’m getting older, so it’s time to move on.”
Craig Gillett and his sister play Santa and Ms Claus every yearSanta’s Grotto Frome/Facebook
Despite the financial success, his primary motivation remains to bring joy: “Honestly, I just like making people happy. I enjoy making people smile.”
Facherty also believes this stating: “It’s just so fulfilling, and you’re helping people to have a better Christmas.”
Modern Santas face evolving challenges, particularly around children’s Christmas wishes.
Facherty added: “When I started doing it, there were no mobile phones, so nobody asked for an iPhone. Nobody came in and said, ‘I’ve still got an iPhone 12, my friends have all got 15s.'”
Traditional requests for Lego and Barbie have remained constant through the years.
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