Sam launches holiday campaign to credit women for the season's work

Sam has launched “Because Santa is a woman,” a holiday campaign that spotlights the unpaid labor, caregiving and emotional work women carry during the season. The effort also pushes women to seek support for themselves and one another through gifts of expert guidance and private sessions.

Why it matters: - The campaign ties a holiday message to a broader point: women drive much of the emotional, caregiving and planning work in daily life, yet they often do not get recognition or support. - The launch comes as women face rising financial pressure, heavier caregiving loads and uneven access to employer support. - Sam is positioning the campaign as both a cultural statement and a practical offer of help.

What happened: - Sam, The Support Platform for Women™, launched “Because Santa is a woman” on November 12, 2026. - The campaign challenges the familiar holiday story that women make the season magical while a man gets the credit. - Sam is using the campaign to encourage women to prioritize themselves and each other during the holidays.

The details: - National Women's Law Center data cited by Sam show 240,000 fewer women in the U.S. labor force in October 2026 than in January, while men's participation increased. - The same research found 75% of women worry about affording healthcare and 72% are concerned about grocery costs. - AARP and the National Alliance for Caregiving report 63 million Americans are family caregivers, and 61% of them are women. - SHRM's 2026 benefits findings show only 11% of employers offer access to eldercare services and information. - Sam's 2026 research with more than 1,000 respondents found 86% had experienced a destabilizing life event, including job loss, caregiving crises, serious illness or grief. - In the same research, 69% said they were navigating or expecting multiple major life transitions at once. - Only 22% said they had access to personalized expert support through their employers. - Marist Poll research found 55% of women consider the holiday season more stressful than fun. - YouGov research found women are more likely than men to feel stress from holiday gift shopping, at 48% versus 32%, and from cooking and cleaning, at 41% versus 21%. - The campaign highlights kinkeeping, including coordinating family gatherings, maintaining traditions and creating memories. - Sam says the campaign is meant to recognize daughters, sisters, wives, mothers, friends and colleagues who carry that work.

Between the lines: - The campaign is using a light, familiar holiday symbol to draw attention to a serious problem: women are often expected to handle both visible holiday labor and the emotional labor underneath it. - Sam is also linking the seasonal message to a larger argument that women need practical, human support during life transitions, not just appreciation. - The campaign reflects a broader trend in workplace and consumer messaging that reframes holiday gifting around support, not stuff.

What's next: - Through Hello, Mrs. Claus, visitors can write to Mrs. Claus for gift inspiration, access private virtual Sessions with vetted Sam Experts, or gift Expert time credit. - Sam says the credit can be used for support that fits the recipient's needs. - The campaign encourages gifts centered on meaningful conversations, trusted expertise and practical guidance. - More information is available at the company's announcement.

The bottom line: - Sam is using a holiday campaign to argue that women should get more than thanks for making the season work; they should get support, credit and time for themselves.