Being Santa Claus is a year-round calling

Tis the season when professional Santas are in peak demand, but many who choose this line of work often view it as a higher calling and maintain some aspects of the identity all year round—even those who don't fit the stereotypical popular image of Santa, according to a paper published in the Academy of Management Journal.

Co-author Christina Hymer of the University of Tennessee got the idea for the study during the COVID pandemic, when she spent a lot of time watching Christmas movies with her toddler.