Why did Macy's in New York start taking reservations for meeting Santa Claus?

[DodgerGirl]

Ever since it started in the 2010's I've never figured out when and why Macy's in New York started taking reservations to meet Santa Claus and to me if you are in New York this doesn't seem right for Macy's to do. Was this system created to save time for families to get their kids Santa Claus photos in a timely manner or was it created to save time waiting in line? When I first heard about Macy's taking reservations to meet Santa Claus I was surprised and shocked at this news. It used to be that when you took your kids Santa Claus photos at malls or at Macy's in New York there was no reservation system and once Macy's in New York started taking reservations for Santa Claus photos malls began doing this trend every year. All I can say is when Macy's in New York did debut reservations to meet Santa Claus people no longer started taking their kids to see Santa Claus while on New York trips. And what is so special about Macy's Santa Claus that even makes a reservation worth it to get a photo?. I think this system was created by Macy's to save money and Macy's in New York was trying to gain a bigger audience to their store