Consumer Corner: Why are Santa visits costing over €100 for many families this year?

The costs have been described by the chief executive of the Consumer Association as “unfair” and “unnecessary”.

The value and the magic of the annual Santa visit has very much survived amid the rapid commercialisation of Christmas. The old saying about a picture saying a thousand words can be true when looking back over old Santa pictures. 

The actual visit has changed however from walking into a makeshift room in a shopping centre to experiences which involve making cookies with Mrs Claus and visits to the toy factory with real-life elves.

However, although a Santa visit is a lovely experience many families are feeling aggrieved at the soaring costs involved, especially when it comes to the prices being charged for adult entry. 

Of course, a six-year-old child cannot wander through a Santa experience alone so having to pay for at least one adult to attend is necessary. 

This begs the question - what are they charging the adults for? At least children get a gift from Santa and enjoy the overall experience which is aimed at them. Charging adults high prices seems unfair and unnecessary.

Chief executive of the Consumer Association of Ireland, Dermott Jewell said that it came to be realised last year that, in celebration of post-covid freedom, there was a very mixed approach to what is a very important family visit at this time of year.

He said that a full family visit to Santa begins at €10 and after that, the sky's the limit with variations from free adult admission to extra charges for the photograph and also for adults to enter.

“Last year, and we still hold on to this, we considered that unless there was significant added value for the adult then that additional fee was exceptionally unfair and, arguably, unnecessary. 

The cost for photos had hit an all-time high and it was really that case that the ‘experience’ as it was being headlined, was certainly delivering poor value for money not in all cases but in too many,” said Mr Jewell.

He pointed out that if there is a charitable focus to the offer then there will be understanding, generosity and goodwill as is always the case with consumers in Ireland.

“But, away from that this has become a challenging choice, especially for parents, in trying to teach their children that Christmas, as a time for giving, has sadly, in too many cases been reimagined into a showcase and a time for taking as much money through the till as is possible,” added Mr Jewell.

Sarah Dwyer is a mother of three living in Cork and said she got a big shock recently when she went to book their Santa visit at the Marina Market in Cork.

“The Santa visit at the Marina Market was recommended to me by a friend of mine. When I went to book, however, I ended up paying €24 for myself and my husband just to enter. Then I had to pay €45 for my three and five-year-olds as they will want a gift. I had to pay another €10 for the baby to just be wheeled in and after that I was hit with an extra €15 for a picture of us all with Santa. All in, I ended up paying nearly €100 for the family to visit Santa. And that’s leaving the dog at home because they were charging me €10 for him to come in as well.”

Prices vary from location to location. Of course, the experiences will vary too, with some lasting over an hour and others could be just ten minutes. 

With the rising cost of everything also this year the cost of running the experiences is no doubt up also. Places such as the Cork North Pole Outpost Experience in Cuskinny charge two parents €40 for entry and then add on an extra €15 for the photo. 

However, places like Blarney only charge adults €2 and the picture is an extra €12. Santa’s Magical Cabin at Dunnes Stores charges adults €6 each but one picture will cost €16. 

The Christmas Experience at Malahide Castle charges an adult €20 entry, which is up significantly from the €8 they charged in 2016.

Mark Coan of Moneysherpa.ie said that it appears no one is safe from the rising cost of living, with even the cost of visiting Santa's helpers up considerably this year. 

“Costs are up both per child and even parents are now being charged for coming along in some cases. Given that, it's worth remembering that Santa himself prefers to get his Christmas lists in writing directly. Making and illustrating a Christmas list with your child can be a magical moment and An Post even has a free downloadable template on their website to help.”