For many parents, taking their child to meet Santa at the mall is an essential part of the holiday season.

But one Ontario mother says she was shocked at the high cost of getting a photo with the big man in red on a recent trip to Cambridge Centre Mall.

Danielle Howlett of Bayham took her nine-month-old daughter to the mall for her first photo with Santa on Dec. 8. She opted not to get a photo after seeing the cost of a package.

“I couldn’t really spend $40 on one photo for my daughter,” she said. “I felt terrible because I wanted to do this for my daughter.”

CBC News compared prices across Waterloo region and found, depending on where people go and the package they choose, a picture with Santa in the region would cost someone between $15 to $50. Some packages offer printed photos and others only provide digital copies.

Local prices were:

• Cambridge Centre: $40 for a photo collection.

• Conestoga Mall and Stone Road Mall in Guelph offer packages ranging from $15 to $56.

• Fairview Park Mall charges $15 for five digital photos.

People can see Santa for free without getting a photo taken, but they have to wait in a stand-by line until there’s an opening and people with appointments for photos get priority. As well, some mall rules state people cannot take their own photos of their children with Santa.

CBC News reached out to Cambridge Centre Mall for comment on the cost of Santa photos but did not receive a response.

Mother ‘disheartened’ by prices

Howlett admits that the visit and photo are more important to her than they are to her child, who at nine months wouldn’t remember the experience, but she worries about less fortunate families.

“I also felt even more disheartened for parents who could not afford this at all. The chance to see Santa is more important than anything for the children,” she said.

Two parents who visited Fairview Park Mall in Kitchener on Wednesday afternoon said they went there after seeing the prices for photos at other locations.

“I think $40 is a little ridiculous, especially because everyone is struggling now,” Emma Pearsall said.

Melissa Sudemince also opted to go the Kitchener mall because of the price.

“It’s very expensive and you can’t just come in and say hello,” Sudemince said of the Cambridge Santa display.

High cost for Santa set-ups

Jason Weiler has worked as a mall Santa for the past 25 years and told CBC News in an interview the prices are simply a result of the many expenses Santa displays have. He pointed out it’s more than just a chair and Santa. Many of the malls have elaborate displays to create more of an experience.

“They have to pay the Santas, they have to pay photographers, and even a backdrop. Everything’s expensive,” he said.

Weiler says he has been paid as much as $65 an hour to be a mall Santa.

Frank Fenn owns Holiday Studios in Ottawa, which operates mall Santa displays. Fenn declined an interview, but pointed CBC News to the company’s website, which lists some of the expenses involved in running a display.

Those costs include:

• Photographers and staff.

• Software to upload photos to a website or email it to the customer.

• Dedicated internet connection at the malls where they operate.

• At least two professional-grade cameras with dual slots for backup memory cards.

• Lighting.

• Computers.

• Decorations that make up the display.

Santa labour shortage?

Saurabh Rawalm, an assistant professor of marketing at Wilfrid Laurier University in Waterloo, says the price of meeting Santa could be on the rise due to the nature of the job itself.

“Fewer people are interested in seasonal and temporary jobs. Also, this is a job which requires pure goodness and love for children,” he said. “It’s a very small talented pool of people we are talking about. Shortage of labour increases the cost.”

Rawal added companies will continue to charge these prices because they’re a business and there are still many people willing to pay that amount to line up to meet Santa.

For those looking for a free chat with Santa, and who don’t want to wait for an opening at the mall, local events often have an appearance by Santa. That also includes post-parade events, craft markets, special events at local businesses and other events planned by the cities and townships.

For example, Wilmot Township is holding a swim with Santa event on Saturday, where parents pay $20 for their child to swim for an hour with Santa and get a photo and gift. As the days tick down to Christmas, though, the opportunities to see Santa are becoming fewer.

LISTEN | Meeting Santa comes at a cost these parents say they can’t afford:

Howlett says she would like to see more opportunities for people to see Santa for free at the mall.

“No child should feel less important because of how much income their parents or guardians generate or what their parents are willing to pay,” she said.

“Santa is supposed to represent equality for all children, rich or poor, as well as joy, generosity, and the spirit of giving. The model that has been created for this sort of ‘experience’ in the mall, is anything but that.”