For many families in San Francisco, visiting Santa at Macy’s in Union Square has been a holiday tradition for generations. But this year, for the first time in nearly 80 years — except during the pandemic in 2020 — Santa will not be appearing at the iconic store.
A Holiday Tradition Comes to a Pause
Eight-year-old Adriana Hernandez has visited Macy’s Santa every Christmas since she was a baby. This year, she hoped to tell Santa she wanted a robotic turtle for Christmas. But the seat where Santa usually sits will be empty.
Macy’s confirmed that instead of staying in San Francisco, Santa will be traveling across the country.
Macy’s Says Santa Is Going on a National Tour
In a statement, Macy’s explained:
“This year, Macy’s Santa will not be available at our Union Square location. Instead, he will be going on a national tour to visit stores and communities he hasn’t had a chance to appear in before.”
The national tour starts in Boston and will include 12 stops across 10 states. The final stop will be in Canoga Park, Los Angeles — but San Francisco is not on the list.
No Clear Answer on Why S.F. Was Excluded
Macy’s did not directly answer why Santa could not still appear in San Francisco. When pressed, a spokesperson said the company wanted to bring the Santa experience to places that haven’t had the opportunity before.
Still, the Union Square store will be decorated as always with the famous SF SPCA holiday windows and the large Christmas tree in the plaza.
A Complicated History Behind Macy’s Union Square Location
The decision comes as Macy’s is in the middle of major changes regarding its Union Square property. Nearly two years ago, the company announced plans to close and sell the building once a buyer was found.
However, earlier this month, Macy’s revealed a new plan: the store will stay open, and the property will be redeveloped rather than sold.
Santa Has Been Part of the Store Since the 1940s
Santa’s history at the site dates back to the late 1940s, when Macy’s bought the former O’Connor, Moffatt & Co. department store. Photos from the 1940s show Santa greeting kids even before Macy’s took over.
For decades, families lined up on the sixth floor for photos, often waiting for hours as children in holiday outfits tried to catch a glimpse of Santa.
The Story of the Most Famous Macy’s Santa
From 1990 to 2010, one Santa became a local legend: John Toomey, known as “Santa John.” His warm smile and iconic white beard appeared in countless family photos.
But in 2010, Toomey was fired after an older couple complained that he made a joke they found inappropriate. The backlash was immediate — thousands of families called Macy’s begging for his return.
Macy’s stood by its decision, and Toomey moved to Lefty O’Doul’s, where he continued bringing joy to kids (and helped the bar break its holiday toy collection records).
Families React to the News
Adriana and her mother, Margarita Hernandez, were shocked to learn Santa won’t be there this year. Margarita, who grew up in San Francisco, also visited Santa at Macy’s every year as a child.
“My mom would always bring me here,” she said while shopping for holiday ornaments. “We’ve been bringing Adriana since she was a baby. It’s sad.”
They were relieved to hear Santa will still be available at other Bay Area locations, including Stonestown Galleria and Pier 39.
“I guess we’ll go find another Santa,” Margarita said with a smile, looking at her daughter.
Conclusion
Macy’s Union Square skipping Santa for the first time in decades marks a big change for many Bay Area families. While the beloved tradition won’t happen at its iconic location this year, the store will still offer festive decorations and holiday windows. Families can still visit Santa at other local spots — but the absence at Union Square leaves a sentimental gap during this year’s holiday season.
