Poll: In a changing nation, Santa endures

Santa's commercial value
Now the mother of three grown children, Ross said she brought her kids up to focus on Jesus, at the expense of Santa. Now she sees Santa as a symbol of giving, but also one of superheated commercialism.

In Louisville, Ky., Ron Montgomery agrees with that downside. “Now if you are using Santa Claus to push a $100 robotic dinosaur, then that’s a problem,” he said. But the 64-year-old grandfather counts himself as a Santa believer to this day.

“It’s the whole atmosphere,” he said. “Santa Claus is the spirit. The trees, the church, the whole works. You actually see more of your neighbors.

“It’s a feeling. It’s not like a ghost. It’s an attitude.”

Believing for the parents' sake
Reaching deep into memory, Margaret Klumpp, 88, of Windsor, N.Y., recalled hiding her Santa doubts from her parents. “I think probably I pretended I believed so my parents would keep doing it,” she said. “I don’t know if I was that smart at 5, but I did later.”

Now she sees Santa through the eyes of five great-grandchildren, the oldest 6, and considers him a complement to the Christian celebration.

“When you are a little child you go to Santa and after that you move over to Jesus,” she said. “I think it kind of goes together.”

Anderson shared his historical expertise with an elite group this summer in Missouri, addressing the international convention of the Amalgamated Order of Real Bearded Santas.

At the Dallas mall, he knows the faces looking up at him will be clouded by questions before long. But for many kids, the letdown also comes with an upside.

“They see themselves as more grown up,” he said through that beard. “They’re on the other side now.”

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