In 2020, a leading mall operator partnered with Ready to Launch Research to rethink the traditional Santa Claus experience in light of COVID-19 safety concerns. With social distancing protocols in place, the client sought an innovative approach that would eliminate physical contact while preserving the holiday magic and emotional connection of the Santa visit. The goal was to use consumer experience research to inform safe and joyful alternatives.
Ready to Launch Research conducted qualitative research using two methods: focus groups with parents and in-depth interviews with parent-child dyads. The research explored perceptions of the Santa tradition, emotional expectations, and safety concerns amid the pandemic. Parents and children were asked to describe their ideal visit in a socially distanced environment and to evaluate a series of concept prototypes.
Findings helped the client design a reimagined Santa experience that retained core elements—photos, storytelling, and holiday ambiance—while incorporating masks, Plexiglas barriers, and alternative seating formats. This retail market research directly informed operational decisions that balanced public health with family tradition. The final activation received national media attention and was featured in CNN Business:
🔗 https://www.cnn.com/2020/10/07/business/santa-mall-pandemic/index.html
This case exemplifies how agile research and consumer insight strategies can lead to rapid innovation in experiential retail during times of disruption.
