As December rolls around and festive cheer spreads across the United Kingdom, a familiar sight returns to garden centres, stately homes, and bustling retail parks: Father Christmas, resplendent in his red suit, ready to hear the wishes of children. But behind the jolly façade, a new report reveals that many Santas may be feeling a pinch in their pockets this season.
According to recent findings by Incomes Data Research (IDR), an independent research organisation specialising in pay and employment, the average hourly pay rate for Father Christmas roles in the UK remains frozen at £15, unchanged from the previous Christmas. The report, published on December 17, 2025, paints a picture of stagnation for those donning the white beard and red hat. As IDR’s data shows, Santas will earn a median of £15 per hour for the second year running, offering little festive uplift for those hoping for a seasonal bonus.
While the pay freeze may disappoint some, there is a spot of good news for Santa’s helpers. Elves—those tireless ushers of Christmas magic who guide excited children through grottos and keep spirits high in long queues—have seen their median hourly pay increase. This year, elves will earn an average of £12.48 per hour, up from £11.60 in 2024. That’s a 7.8% rise, a welcome bump for those often on their feet, bedecked in festive attire, and sometimes braving the winter chill outdoors.
The IDR report is based on a sample of 37 Santa vacancies, a number that, while small, reflects a broader trend: a decline in Father Christmas roles in recent years. Cuts to festive positions have made competition stiffer, and the data, as IDR cautions, "may need to be taken with a bucket of seasonal salt." Still, the numbers offer a telling snapshot of the holiday job market in 2025.
Pay for Father Christmas roles varies considerably depending on the venue. Some Santas are paid at the minimum wage of £12.21 per hour, while a lucky few at select venues can command as much as £27.59 an hour. Dobbies, a well-known garden centre chain, has set its rates at £17 per hour for starters—those for whom it’s “the first time leaving the North Pole”—and £20 per hour for experienced Santas, according to IDR.
Hundreds of tourist attractions and retail sites across the UK host Christmas events each December, offering not just the chance to meet Father Christmas but also a range of festive experiences: Christmas markets, light shows, and winter wonderland trails. These events are big business, drawing families from miles around. The role of Father Christmas is central to these experiences, and the job requirements are as demanding as they are unique.
What does it take to be a successful Santa? According to the BBC, typical qualifications include experience working with children, a stocky build, and—naturally—a big, white beard. But there’s more. Infinite patience, improvisation skills, and a high tolerance for repetition are essential. After all, Santa must field countless requests, often for the same toys, and maintain his jolly demeanor through it all. As one seasoned Santa put it, “A strong constitution also helps, faced with the hacking coughs and snotty noses of a particularly bad flu season.”
Santa may have the advantage of sitting indoors, but it’s the elves who shoulder much of the hard work. Tasked with keeping the festive spirit alive during the long waits, elves are frequently on their feet for extended periods, often outdoors or in chilly conditions, dressed as forest creatures or in elaborate costumes. Advertisements for elf roles typically ask for candidates with a love of Christmas, but some go further. For instance, one position for Head Elf at Santa’s Secret Forest in Liverpool required “knowledge of Christmas lore (North Pole geography, elf hierarchy and reindeer etiquette).”
The pay gap between Santas and elves, while still present, has narrowed slightly thanks to the elves’ pay bump this year. Yet, the disparity in working conditions remains. Elves are more likely to work outdoors and endure the elements, while Santa, for the most part, remains comfortably seated, shielded from the worst of winter.
Despite the challenges, the magic of Christmas continues to draw people to these seasonal roles. The chance to make a child’s day, to see eyes light up with wonder, is a powerful incentive. As for the most popular toy requests this year? According to those on the front lines, Hot Wheels, slime, Transformers, and unicorns are still topping the wish lists—a testament to the enduring appeal of both classic and quirky gifts.
It’s not all fun and games, though. The flu season has been particularly harsh this year, and Santas must be prepared to greet a steady stream of sniffling, coughing children. The job requires vigilance and, at times, a bit of luck to avoid catching whatever bug is making the rounds. Still, the rewards—both emotional and financial—can be significant, especially at the higher end of the pay scale.
For those considering donning the red suit or donning elf ears, the market remains competitive. With fewer roles available and a growing pool of applicants, the pressure is on to stand out. Whether it’s a convincing “Ho, ho, ho!” or encyclopedic knowledge of reindeer etiquette, every little bit helps.
Looking ahead, it remains to be seen whether pay rates for Father Christmas will thaw in coming years or remain stuck in a seasonal freeze. For now, elves can celebrate a modest victory, while Santas may have to tighten their belts—just a notch. But as long as there are children dreaming of Christmas magic, there will be a need for those willing to bring that magic to life, whatever the pay.
The festive season may bring its share of challenges for the UK’s Santas and elves, but the spirit of Christmas endures. In the end, it’s the smiles, the laughter, and the memories made that truly matter—at least, that’s what those who wear the suit would have us believe.
