THE FIRST PICTURE WITH SANTA

While most retail stores were content with the extra foot traffic and increased revenue brought in every December from Santa’s visits, it wasn’t until 1943 that one enterprising photographer saw an opportunity to fully monetize the experience. Frederick and Nelson, a popular department store in Seattle, hosted their Santa meet-and-greets in the window displays at the front of the store. Arthur French, a staff photographer for the?Seattle Post-Intelligence, saw the crowds of people gathered, and came up with an idea.

Ironically, the generally grumpy Arthur French was nicknamed Happy by friends and co-workers, but seeing the looks on the children’s faces when they met Santa made him finally earn the nickname. He knew he wanted to capture that moment, because taking a photo with Santa was more than just a picture, it was an experience.?He also knew that parents would pay handsomely for the opportunity to take these memories home with them to cherish forever, or at least store them in a shoebox in the back of the closet.

After discussing his idea with the store owners, they agreed to let him charge for photos with Santa in exchange for a percentage of the profits. Charging $1 per photo, French made $10,000 that December, which was more than he earned the entire year from the newspaper. He quit his job, and founded Arthur and Associates Photography, which is still in the Santa (and Easter Bunny) photo business today. Much like the meet-and-greets themselves, word quickly spread about the success, and there were countless imitators snapping away the following year.

Excerpt From Tis The Shopping Season – A History of Mall Santas

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