How a retired salesman became the image of Christmas

He ho-ho-ho's his way into our homes each December, leaving a trail of candy canes and laughter. But the iconic Santa Claus, also known as Saint Nicholas or Kris Kringle, that we know and love has a history richer than plum pudding and a journey more fantastical than any flying red-nosed reindeer. Join us on a sleigh-ride through time, exploring the art and evolution of this beloved Christmas figure, from his pious beginnings to his modern, white-bearded, sugar-coated persona.

Our tale begins in Patara, a sun-drenched city, near Myra in ancient Turkey, where a bishop named Nicholas was born sometime around A.D. 280. A man of deep generosity and boundless kindness, Nicholas became the subject of numerous legends, all praising his countless acts of philanthropy. It is said that he gave away all of his inherited wealth and traveled the countryside helping the poor and sick. From tossing bags of gold to impoverished families to the time he saved three poor sisters from being sold into slavery by their father by providing them with a dowry so that they could be married, Nicholas's image as a giver solidified in the hearts of people.

Over the course of many years, Nicholas’s popularity spread and he became known as the protector of children and sailors. His feast day is celebrated on the anniversary of his death, December 6. This was traditionally considered a lucky day to make large purchases or to get married as a result of his remembrance. By the age of the Renaissance, this legend journeyed westward, making St. Nick the most popular saint in Europe. Even after the Protestant Reformation, when the veneration of saints began to be discouraged, St. Nicholas maintained a positive reputation, especially in Holland, where he would get rebranded into Sinterklaas.

Depicted in Eastern European icons as a stern yet benevolent bishop, Sinterklaas dispensed cookies and small gifts on his feast day. His jolly companion, Zwarte Piet (Black Pete), added a touch of whimsy, playing an active part in the festivities. The classic representation of Zwarte Piet includes a character dressed in a Spanish Renaissance costume, with black face, exaggerated red lips, and black curls. In recent years, some people argue that this image perpetuates racist stereotypes, casting a shadow over this early incarnation of Santa.

Across the English Channel, Father Christmas, a jolly giant clad in green robes, presided over winter festivities. With pagan roots deeply entwined with Yuletide celebrations, Father Christmas embodied the feasting and revelry of the season. His image – often rotund and boisterous – was far removed from the pious Nicholas, showcasing the diverse origins of the gift-giving tradition.

In the 19th century, the Atlantic Ocean became a bridge for these disparate figures. Dutch immigrants brought Sinterklaas to America. Washington Irving, the literary mastermind behind Sleepy Hollow, penned "A History of New York," under the pseudonym Diedrich Knickerbocker, a supposed Dutch historian with a very peculiar style of dress that gave the name to the baggy pants style. In his book, Irving... uh... Knickerbocker presented Saint Nicholas as the Patron Saint of Amsterdam, whom his compatriots affectionately called Sancte Claus. He told of this cheerful Dutchman riding a sleigh and bearing gifts on the night of his celebration, further blurring the lines between these legendary figures. The story even gave names to two of his reindeer, Dunder and Blixum.

In 1823, Clement Clarke Moore, a New York poet, published "A Visit from St. Nicholas," aka “’Twas the Night before Christmas” in which he cemented the jolly, rotund Santa Claus we know. Moore's vivid verses, paired with illustrations by various artists, depicted Santa as a twinkle-eyed elf-lord, zipping through the night sky in a reindeer-drawn sleigh.

The modern figure of Santa is based on folklore traditions surrounding Saint Nicholas, the English figure of Father Christmas, and the Dutch figure of Sinterklaas and his iconography evolved over the years. In the early days, he was depicted as a tall, thin man dressed in a bishop’s robe. Later, he was portrayed as a shorter, rounder man with a white beard and a red suit by commercial artists like Thomas Nast. Nast created dozens of Christmas illustrations for Harper’s Weekly magazine in the 1860s-80s where Santa was displayed prominently, further refining his image, giving him the rosy cheeks, white beard, and twinkling eyes that resonate with us today. But perhaps the most impactful artistic intervention came from a rather unexpected source: Coca-Cola.

In 1931, Haddon Sundblom, a Swedish-American illustrator, was commissioned to create Santa Claus for Coca-Cola's Christmas advertising campaign. Inspired by Norman Rockwell's warm, homespun illustrations, and using his good friend Lou Prentiss, a retired salesman with a hearty laugh and a twinkle in his eye as his model, Sundblom painted Santa, as a portly, white-bearded man, wearing a red coat with white fur collar and cuffs, white-fur-cuffed red trousers, a red hat trimmed with white fur, a black leather belt and boots, carrying a bag full of gifts for children, radiating warmth and good cheer. This jolly, approachable Santa resonated with the public in a way that an ad campaign had never done before, becoming synonymous with the Coca-Cola brand and deeply ingrained in our modern image of the Christmas icon. He is popularly associated with a deep, hearty laugh, frequently rendered in Christmas literature as “ho, ho, ho!”

Today, Santa Claus is a global phenomenon, his image adorning everything from mugs to block-buster movie productions. While his physical appearance may have undergone artistic transformations, the spirit of generosity and kindness that first breathed life into St. Nicholas remains at the center of his core.

As this festive season unfolds, let us remember the journey of Santa Claus, a testament to the enduring power of imagination and the timeless message of giving. May the spirit of generosity guide us as we celebrate with loved ones, spreading joy and creating memories that will last a lifetime. Merry Christmas, and to all a good night!

Give the Gift of Art this Holiday Season