As the cost of living crisis bites this Christmas, this feels a more relevant issue than ever. Scheibe believes that one way to combat this is to share out Santa's gift giving responsibilities. "There are some families in which all the gifts come from Santa. Personally I think that's a mistake," Scheibe says. She argues that children should be more involved in the process of gift giving at Christmas. "Have Santa Claus be a piece, but also it's about more than that, it's about giving and receiving and you can get kids involved in that pretty early."