It appears that Santa's image as a sacred icon of American popular culture and childhood lore is a bit shopworn. One reason, say those who have observed the changing role of Santa in the culture, is that children, exposed to an overwhelming array of consumer goods and products, know at increasingly young ages that presents come not from the North Pole but from the mall or the FedEx guy. Nor do many of them view shopping and the receiving of gifts as a rare experience, or as a reward, but as a ritual practiced almost daily. Child, to Mom: "Toy shopping? Again? Do I have to?" Santa Needs an Image Expert | 
