Holiday Interview: Santa Claus on modern gifting, relationships, and smart solutions
Santa Claus is the greatest expert in gifting—there is no doubt about that. This is currently the most demanding time of year for him, yet he still took the time to sit down for an interview with us.
We talked about how gifting has changed, why relationships matter more than gifts, and why even he now chooses smart technological solutions.
Santa Claus, you have been giving gifts for centuries. How do you personally feel gifting has changed over the years?
Ho ho ho!
If I’m completely honest—gifts have changed, but people haven’t. They have always wanted the feeling that someone sees them, understands them, and remembers them. I used to have one big sack of gifts on my sleigh; today, I have smart systems where everything is stored.
Today we have more options than ever before, but also more noise. That’s why good gifting is no longer about the size of the gift, but about attention and the right moment. People no longer want “something,” but something for themselves. And that means knowing who you’re giving to, when, and why.
Even magic needs a little help from technology these days.
What do you consider the perfect gift today? We’ve heard that you’ve also switched to digital gifting.
Of course!
Imagine if I were still writing down by hand who had been good. Today, gifting has to be smart and simple. That’s why gift cards are very close to my heart, and especially e-gift cards—they never miss the size or color and never end up at the bottom of a drawer.
The perfect gift is one that is actually used, brings joy more than once, and creates an experience. That’s why I no longer look only at the gift itself, but at the relationship the gift begins. And this is where loyalty comes into focus—because a true gift lives on even after the holidays.
You often mention loyalty. How do you view loyalty today?
Honestly? I was a “loyalty manager” long before it became a job title.
You behave well → you get a gift.
You write to me every year and behave well → you get an even better gift.
Today, smart systems do this by being able to:
- recognize the visitor,
- understand their habits,
- and surprise them at the right moment.
Pure magic—just digital.
Loyalty doesn’t happen by itself. It doesn’t come from a single campaign or one discount. Loyalty is built through consistent, meaningful, and friendly interactions. Every time someone comes back, they are telling us: “I feel good here.” And those are relationships worth nurturing—with the help of technology as well.
You often talk about the right moment. Why is it so important?
Because a gift without context quickly becomes just an object. A gift at the right moment becomes a message.
When you delight someone during a visit, upon their return, or at a special moment, you’re not just giving a gift—you’re building a relationship. And that’s exactly what systems that understand the entire customer journey make possible today.
I have to admit that I now have more time myself—more time for Mrs. Claus, and with the elves we play more football and chess.
Technology, data, automation… don’t they sound too cold for the holidays?
Automation isn’t cold—forgetting people is.
Technology isn’t meant to replace people, but to help them be more human. If a system automatically sends a gift card, a holiday greeting, or simply a “thank you for being with us,” then technology becomes warm.
And it saves time—and time is the greatest gift of all. Of course, it still takes some effort to stand out and avoid monotony.
If a system takes care of routine tasks, people have more time for attention, conversation, and warmth.
And that is true Christmas magic.
You travel everywhere and see many different places and destinations. Have you heard of the term “smart destinations”? How would you explain it in your own words?
I see truly big differences between places and destinations.
A smart destination isn’t the one with the most screens. A smart destination is one that knows how to connect. It connects providers, visitors, data, and experiences into one meaningful whole.
Everything is organized there: there’s no bad mood, no unmanageable crowds, guests know where to turn for information, they get it, and they can book tours and experiences in advance.
When everything connects—gifting, visits, loyalty, communication—a place becomes more than just a location. It becomes an experience.
Do you work with partners in what you do?
With everyone who understands that technology is not an end in itself.
I work with partners such as SOS – Smart Octopus Solutions, who think long-term and holistically: they connect gift cards, build loyalty, automate communication, and turn places into smart, connected ecosystems.
Such partners make my work easier—and make gifting more meaningful.
If you had to give companies one holiday piece of advice?
I would tell them: “Don’t think only about what you will give. Think about the relationship you want to build. Don’t give just products. Give choice.”
A gift is the beginning of a story, not its end. And a good story always continues.
Now, if you’ll excuse me—the elves are already preparing the next campaign.
It’s time for a little more holiday automation.
Ho ho ho!
This interview was originally published in the Digital Disruptor newsletter #28.
