Women make the magic. Put them on the list, too.
SAN FRANCISCO, November 12, 2026 — Sam, The Support Platform for Women™, today announced the launch of “Because Santa is a woman,” a holiday campaign challenging one of the season's most familiar stories: women make the holidays magical, yet a man gets the credit.
The campaign arrives at a pivotal moment for American women. Following the 2026 midterm elections, a record number of at least 160 women are expected to serve in the incoming Congress, while at least 17 will serve as governors. Yet these historic gains stand in stark contrast to mounting economic insecurity, caregiving demands, and obstacles to women's personal and professional progress.
The Growing Pressures Facing Women
According to the National Women's Law Center, 240,000 fewer women were participating in the U.S. labor force in October 2026 compared with January, even as men's participation increased. AARP and the National Alliance for Caregiving report that 63 million Americans are family caregivers, 61% of whom are women, yet only 11% of employers offer access to eldercare services and information according to SHRM's 2026 benefits findings. The National Women's Law Center's research also found that 75% of women worry about affording healthcare and 72% are concerned about grocery costs.
Research conducted by Sam in 2026 involving more than 1,000 respondents reinforces this disconnect. Among respondents to the relevant questions, 86% reported experiencing a destabilizing life event, including job loss, caregiving crises, serious illness, or grief, while 69% reported navigating or anticipating multiple major life transitions simultaneously. Yet only 22% reported access to personalized Expert support through their employers, highlighting the need for trusted, human-centered solutions.
The Women Behind the Holiday Magic
Despite these challenges, women are still expected to make the holidays magical. A Marist Poll found that 55% of women consider the holiday season more stressful than fun, while research from YouGov revealed that women are significantly more likely than men to experience stress from holiday gift shopping (48% versus 32%) and cooking and cleaning (41% versus 21%).
Beyond these visible tasks lies the often-unrecognized work of kinkeeping—coordinating family gatherings, maintaining traditions, and creating lasting memories. From daughters and sisters to wives, mothers, friends, and colleagues, women are the ones making the magic happen.
And yet, every December, Santa still gets the credit.
Because Santa is a woman
Sam's “Because Santa is a woman” campaign is changing that narrative, recognizing women's contributions while encouraging them to prioritize themselves and one another.
Through Hello, Mrs. Claus, visitors can write to Mrs. Claus for thoughtful gift inspiration, give private, virtual Sessions with vetted Sam Experts, or gift Expert time credit, allowing recipients to choose the support most relevant to them.
The campaign encourages women to give themselves and one another something beyond conventional holiday gifts: meaningful human conversations, trusted expertise, and practical guidance across different areas of life.
“It's just a fact: Santa is a woman. Even with the odds stacked against us, we're the ones making the magic happen. This year, let's care for ourselves and put ourselves on the list, too.” — Abby Nydam, Founder and CEO of Sam
About Sam
Sam is The Support Platform for Women™, connecting women with vetted Experts for private, one-hour Sessions that offer personalized guidance and practical support across life's challenges and transitions. Sam also provides a dedicated Navigator, expert-led tools and events, and custom group Sessions.
Sam supports women across career, caregiving, personal growth, relationships, and life's major transitions.
Learn more at wearesam.co.
Media Contact: hello@towardbetter.me
Sam Communications Team
