A cherished Santa Claus who delighted children for years at a Midlands shopping park has announced he won't be returning this Christmas, while strongly criticising price increases for visiting his replacement.
Beloved Santa's Surprise Departure
Mike Ashcroft, who has portrayed Father Christmas for approximately 40 years through the Round Table organisation, revealed he won't be appearing at the McArthurGlen Designer Outlet West Midlands near Cannock this festive season. The Fradley parish councillor explained that the shopping centre had chosen to use "their own Santa" for 2025.
Mr Ashcroft highlighted the significant price difference between previous years and the current offering. Under his stewardship, families paid just £5 for a grotto visit that included a photograph and a chocolate gift, which he described as providing "decent value" for money.
Substantial Price Increases Spark Concern
This year, however, the cost has risen dramatically to between £10 and £15 per child. Mr Ashcroft expressed his frustration on Facebook, noting the new price was "about four times what it was" previously.
He particularly emphasised the impact on families facing financial challenges, stating: "If you're a struggling family with three or four kids, by definition, you'd struggle to find that." The long-standing Santa added his personal disappointment at missing "seeing all those beautiful little faces and the wonder in their eyes."
Parent Backlash and Alternative Arrangements
The announcement prompted dismay among local parents who had appreciated both Mr Ashcroft's authentic Santa portrayal and the previous affordable pricing. One parent commented: "My children absolutely loved you, their faces lit up. As parents it was great, real value for money... I looked at going back a few weeks ago and had seen how much it had increased and was appalled."
Meanwhile, McArthurGlen defended its position, insisting that every penny raised from the grotto would go to charity. A spokesperson confirmed that this year's proceeds would support Kids' Village, which helps families with children facing serious illness, while Pretty Pots will donate £10 from every painting with Santa booking to Lichfield Festival.
The shopping centre stated it was "committed to making visits to Santa financially accessible while ensuring the best experience for everyone" and looks forward to "creating magical festive memories while making a meaningful donation" to their charity partner.
Mr Ashcroft will instead be operating a grotto at Cannock Shopping Centre, where he will raise money for charity and offer free visits to schools and nurseries. The McArthurGlen grotto is scheduled to open on November 27.
