With Santas arriving in shopping centres months before Christmas, major retailers across NSW are planning to ensure they never leave.

“Santa is a closer,” one retailer said. “Having him in-store year-round will really put the pressure on shoppers to perform at their best every month.”

The NSW Department of Commerce has backed the move, noting that Christmas in July had gained traction in recent years.

“Why not go all in by also having Christmas in January, February, March, April, May, June, August, September, October and November?” a statement reads. “Add Santas to this idea and you’ve got a world-first retail innovation that has the potential to save bricks-and-mortar stores.”

The reaction from Santas has been mixed.

“I do this for the children,” one Santa said. “So if I can find time between my Cub Scout and priesthood duties, I’m in.”

Others described the move as “greedy” and “sad”, noting that the move was “turning Christmas into some kind of commercialised money grab”.