The sea of red and white above may look like the opposite of a niche strategy but ho-ho-hold on.

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There are niche professions.

And then there’s going niche within a niche profession.

Serious Santa Clauses are a jolly example of both.

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As a profession, being a Santa Claus will find you in rare company and high demand. It’s a highly specific, time-sensitive job, after all, and not everyone can do it.

But before you think Santas are just a commodity — seen one Santa, seen ‘em all — or ‘any Santa will do’, remember that just like any profession, you’ll get what you pay for.

While most mall Santas will make $25-100/hour, there’s data supporting much higher rates for those who invest more in their appearance and demeanor.

Things like manicured beards, $1000 suits and boots, some even dab themselves with peppermint oil for a festive olfactory touch.

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For those super authentic Santas? Perhaps the ones that don’t smell of cigarettes or toss out candy canes indiscriminately — they can net north of $250/hour as Christmas draws near.

One last-minute Santa gig in Manhattan anecdotally fetched $1200.

Get a holiday season contract in a place like Dubai or Hong Kong, where a “Santa type” is demographically even more rare, and you’re talking $45k plus expenses.

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So yes, even in a seemingly commoditized space, there’s opportunity for differentiation and value pricing.

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But the niche sleigh doesn’t stop there. (It never does.)

To climb to the higher end of that Santa scale, the ones that really care about their craft attend one of a few ‘Santa schools’ around the country, prepping newbie Santas, Mrs. Clauses, and elves ahead of their big debut.

Now that’s a nice niche.

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For more on the secret lives of Santas, check out 21 Behind The Scenes Secrets of Mall Santas.

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💡

-Wes