It’s nearly a week before Christmas, and throughout Atlanta, Santa Claus is busy making holiday wishes come true.
D. Sinclair, who at 61 goes by the name The Real Black Santa, has been putting smiles on children’s faces for over two decades through a series of events, sometimes totaling up to 50 per year.
And it’s become a joyous family affair with his mother having played Mrs. Claus, his father running marketing, his wife overseeing tech support, and his adult children, grandchildren, and nieces and nephews pitching in at events as well.
It was the song, “Santa Claus Is Coming to Town,” that first sparked Sinclair’s interest in launching a holiday business while he was working as an insurance salesman. During a work seminar, the man teaching the course had a holiday ringtone that went off repeatedly. When Sinclair asked the man about it, he told him that he worked as Santa Claus and was making nearly $30,000 over the course of about six weeks. Intrigued, Sinclair knew Black Santas were in high demand, so he started growing out his beard and launched his company.
Now, 25 years later, his love of the season, the smiles he and his family put on kids’ faces, and seeing many generations get into the holiday spirit make the job worth more than the money.
“If I had the opportunity to not worry about making money, I would do every event for free,” Sinclair told Capital B Atlanta after returning from an event for the Selma school district in Alabama earlier this month. “Watching the faces of the kids light up when they see Santa walk in the room … it does something to you.”
In addition to spreading joy at private events where he reads stories, sings songs, plays games, and takes photos, he also works with corporate clients like Church’s Chicken, the Atlanta Falcons, the Georgia Aquarium and MARTA. The jolly gift giver also recently shot a Sprite commercial with NBA star Anthony Edwards.
But the sneak-and-peeks, where he comes to the home so parents can let their kids “catch” Santa putting presents under the tree, is a really special moment.
For Sinclair, who also does a lot of events in the community for free, this work is his mission.
“God told me to come out and help and share the word of Christ,” he said. “The thought of Santa is not about the guy in the red suit; I’m a faith-based Santa. You can’t have Christmas without Christ.”
Santa on why representation matters
“It doesn’t matter if you’re 5 or 50, the fact that you can see yourself in Santa makes life happy. When we see our own, it makes a difference in how we see the world.
“In 2008, I was sitting at the Galleria in South Dekalb mall. An 88-year-old woman was there with her grandkids and she looked at me and said, ‘I could die; I’m able to see my first Black president and my first Black Santa.’ Representation matters.”
Santa on why he suits up all year
While Sinclair may attend 45 to 50 events between November and December, he’s committed to the role throughout the year with Christmas in July events and birthday parties.
“I’m Santa 365 days a year. I’ve been in weddings as Santa. I’ll be a cowboy Santa for corporate clients. It’s just about when somebody needs Santa.”
Santa on spreading Black joy around the country
“I’m the founder and president of Santas of Color Coalition. We have over 300 members located in nine to 15 states. Our members are licensed and insured with background checks. They all go to school to learn how to do the job correctly.”
Santa on why this work matters to him
“My biggest thrill is seeing the kids grow; and seeing generational growth. We recently did a photo session, and it was the most emotional session we had. I had a young man who came to me at 6 months and now he’s 17. He’s autistic. I’ve stayed involved in his life.
“I have another young man who is now 14. We have a date to go kayaking. I stay involved in their lives. One of the pastors at my church came to me when he was a kid, and now his kids sit on my lap. I’d love to be here one day to see three generations or more.”
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