We need to 'broaden our thoughts.' Black Santa inspiring and critical to many communities

There’s a new Santa Claus in town, and he goes by the name of Black Santa.

With shiny black boots that fit no other magical being, a tailored red suit held together by a fancy black and gold belt, an impressive speckled white and black beard, and an immeasurable bag filled with gifts for all ages, he comes just in time for Christmas.

In a world where white Santas are the default, Jackson's Black Santa defies the stereotypes and gives children and adults in other communities a rare opportunity to see a well-known Christmas legend that looks like them.

In Jackson, where 83% of its residents are people of color, the importance of having a Santa who represents the community cannot be overstated.

Rev. Dr. Stephen Cook, district superintendent of the West Jackson District of the United Methodist Church, said it's critical to promote diversity across a diverse Mississippi, even when it comes to wearing a Santa Claus suit.

“When we do that, it shows that we aren’t limited in our thought process as it relates to ‘Oh, it can only be a white Santa or a Black Santa or whatever,’" said Cook, who is Black. "No, it can be anything, because we want to promote diversity and not be unilateral in our thinking and our approach. We all like to see people like ourselves, but we need to be able to broaden our thoughts.”

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Larry "Soulful Black Santa" Williamson said he has more than 13 years of experience being Santa with the luxury of showcasing his expertise in the community. He is rare in the Santa game.

In a national survey of Santas that featured 372 respondents, only two of them were Black.

A Jackson resident, Williamson has participated in the Jackson Christmas Parade, community events and numerous mall Santa gigs.

"I like to consider myself the Soulful Black Santa, which isn't your typical Santa," Williamson said. "Being soulful Santa, I have a God-given gift to appease and gravitate to any ethnicity regardless of the event."

Williamson said he thoroughly enjoys being Santa as he sees how children flock to him with boisterous energy, smiles and hope.

"A lot of people look for a Black Santa each year, but the ratio of actually having one is slim to none, which is why I don't take what I do for granted," he said.

Williamson, 60, said he started his journey doing shows at the Jackson Zoo, which later grew into shows at the welcome center in downtown Jackson, daycares, local schools and churches.

Recently, Williamson made an appearance at Jackson State University during the SWAC championship against Southern University to take pictures with fans.

As a result of being a fan favorite, he said he was asked to be a part of the Celebration Bowl game in Atlanta.

"They were gonna fly me to Atlanta for the Celebration Bowl but changes were made due to financial decisions," he said.

Being a non-traditional Santa can be quite demanding, but Williamson makes the job look all too easy.

"More than 75% of Santas across the nation are white," according to the 2021 version of an annual "Red Suit Survey" by National Santa. The University of Tennessee, Northern Illinois University and Oregon State University conducted this research.Fewer than 1% responded as Black, though nearly 19% of Santas chose not to answer that question.

Sefu Grady, a guidance counselor at Jackson Public Schools, said he believes not having a Black Santa is almost the equivalent of not seeing a Black father in the home. Grady said he would like to see retired teachers and other public figures band together to display Black Santas. 

"Children need to feel the love and joy through the lenses of seeing someone that looks like them ... during the Christmas holidays," said Grady, who is Black.

Jackson-area residents explained the importance of seeing a portion of themselves in the Christmas figure.

Sharon Hopkins, 32, of Jackson, said every year she takes her children to Northpark Mall in Ridgeland to see Santa but she has yet to see one that resembles and is relatable for her children.

"Color doesn't matter but it would be nice to see more diversity and inclusion especially since that is the new norm today," Hopkins said. "Celebrating Christmas is a big tradition in my family, which is why taking my kids to the mall to tell Santa their wishlist is essential.

"From the decorations, the 12-foot Christmas tree, and the music is an experience within itself."

A more diverse view of Santa has permeated in the retail experience of Christmas as well. Big-box stores such as Home Depot sell a Black Santa for home decorations. A Black Mrs. Claus is sold at local CVS stores.

Lynn Davis, 42, of Ridgeland, said having a Black Santa within the community means a lot not only to the kids but the adults as well.

"When I was younger, there wasn't any representation of inclusivity during certain holidays besides the Black Jesus picture my grandmother would hang up in the living room," Davis said. "To see a Black Santa every now and then in the Jackson area is inspiring.

"Moving forward, I would love to see two Santas of different ethnicities host a Christmas event," she said. "I believe that would be a game changer and a start to something great."

Dr. Marquita Smith, assistant professor of communications at the School of Journalism and New Media at The University of Mississippi, said seeing a representation of Black Santa is inspiring for children.

"Growing up as a Black woman, I've seen both Santas, but the Santa that didn't reflect my complexion was the more prominent one," Smith said. "I believe it is important for adults and children to see value in a well-known figure that is relatable."

Staff writer Ross Reily contributed to this report.