Santa Claus services in Nghe An are bustling during the Christmas season.

"C"Emotional connection" on Christmas Eve

On the evening of December 23rd, in a small house in Trung Thanh neighborhood, Vinh Hung ward, the two sons of Mr. Dau Dinh Quang eagerly awaited the familiar sound of the doorbell. When Santa Claus appeared in his bright red suit, white beard, and bag of gifts, the whole house lit up with a festive atmosphere. Santa Claus called each child by name, inquired about their studies, and then handed out carefully prepared gifts.

“The children are studying STEM, so I chose to give them two robot assembly kits and Lego sets so they can play and learn at the same time, developing their logical thinking. The gifts aren't too big, but they're meaningful. I just need to buy the gifts, wrap them up at the store, and then hire a Santa Claus service for 100,000 VND to deliver them to the children on the evening of December 23rd,” Mr. Quang shared.

For many families, Christmas is not just a holiday, but also a time to encourage children before final exams and acknowledge their academic efforts throughout the year. Giving gifts through the image of Santa Claus makes the gift more surprising, lively, and emotionally rich.

This trend isn't just popular in urban areas. In Dai Dong commune, Ms. Trinh Thi Thuan said that for the past two years, her children, who work far away, have chosen the Santa Claus service to deliver gifts to their grandchildren living with them. "The three grandchildren have lived with their grandparents since they were little. Their parents work far away, so every holiday, having Santa Claus come to their house to give them gifts makes them very happy. Santa also tells them to eat well and play nicely, so the children are very excited," Ms. Thuan recounted.

Not only families, but many preschools and primary schools also consider Santa Claus the "central character" in their holiday activities. Schools often hire Santa to organize interactive games and group activities right in the schoolyard. This type of service requires not only a costume but also a humorous personality, good communication skills with children, and knowledge of lively games. The service price ranges from 500,000 to 2 million VND per session, yet many schools still choose it to create a joyful Christmas atmosphere for their students. From simply delivering gifts, the Santa Claus service is gradually becoming an "emotional bridge," contributing to creating memorable childhood memories for children every Christmas season.

Flexible pricing and innovative services are key to maintaining appeal.

Where there's demand, there's supply. In recent years, Santa Claus services have boomed, with the participation of event organizers, gift shops, bookstores, and even students and delivery drivers taking advantage of the Christmas season to increase their income. According to Mr. Pham Khanh Thinh, the owner of a professional Santa Claus service in Thanh Vinh ward, customer preferences are now quite clearly divided: about 50% are concerned with price, and the other 50% focus on the content of the service. "Parents not only want to receive gifts, but also require Santa Claus to call their children by their correct names, state their wishes, inquire about their studies over the past year, organize small games, quizzes, and even communicate in English to create excitement for the children," Mr. Thinh said.

Currently, service packages are divided into two main groups: those for schools and businesses, and those for individuals. For schools and businesses, popular packages cost 300,000 VND and 400,000 VND. The basic package includes Santa Claus delivering gifts, sending greetings, and taking photos; the advanced package adds games, interaction, singing and dancing, and fulfilling specific customer requests. For families, the price ranges from 120,000 to 150,000 VND per visit, not including gift costs and surcharges for out-of-town events.

“This year, although customers tend to book services later than in previous years, many service providers were fully booked in the days leading up to the holiday, especially on the evenings of December 23rd and 24th. On the evening of December 24th alone, we had to turn away many customers to ensure service quality,” Mr. Thinh added. To meet the increasing demand and compete in the market, service providers are constantly innovating their methods. From implementing online registration via forms, assigning staff to arrange schedules scientifically, to adding more gift options for customer convenience. The service process is also emphasized to create a friendly atmosphere, helping children feel less bewildered or scared when meeting Santa Claus.

Not wanting to be left out, many toy stores and bookstores are also integrating Santa Claus services to stimulate consumer demand. Ms. Nguyen Lam Phuong, owner of a children's toy store in Do Luong, said: "Customers who buy toys for Christmas receive a free Santa Claus home delivery service within a 5km radius. For longer distances or for delivery on the night of December 24th, an additional fee is charged. Thanks to this, sales during the Christmas season have steadily increased in the last two years."

In the small-scale segment, many students and delivery drivers are also quick to seize opportunities. Nguyen Hong Thanh, a student at Vinh University, said that his group received nearly 30 orders in just over 10 days after posting ads on social media. “The night of December 24th was the busiest; each person worked continuously from early evening until midnight, averaging 7-10 orders and earning around 400-500 thousand dong,” Thanh shared.

From a seasonal service, Santa Claus gift delivery is gradually becoming a vibrant market where flexible pricing, service quality, and creativity determine customer retention. In a context of increasingly affluent living standards, the need to bring warm, surprising moments to children still has much room for growth. And that's why every Christmas season, the sound of Christmas bells rings out more joyfully in every home.