Coca-Cola's advertising has significantly affected American culture, and it is frequently credited with inventing the modern image of Santa Claus as an old man in a red-and-white suit. Although the company did start using the red-and-white Santa image in the 1930s, with its winter advertising campaigns illustrated by Haddon Sundblom, the motif was already common. Coca-Cola was not even the first soft drink company to use the modern image of Santa Claus in its advertising: White Rock Beverages used Santa in advertisements for its ginger ale in 1923, after first using him to sell mineral water in 1915. Before Santa Claus, Coca-Cola relied on images of smartly dressed young women to sell its beverages. Coca-Cola's first such advertisement appeared in 1895, featuring the young Bostonian actress Hilda Clark as its spokeswoman.

Writing letters to Santa Claus has been a Christmas tradition for children for many years. These letters normally contain a wish list of toys and assertions of good behavior. Some social scientists have found that boys and girls write different types of letters. Girls generally write longer but more polite lists and express the nature of Christmas more in their letters than in letters written by boys. Girls also more often request gifts for other people.

Many postal services allow children to send letters to Santa Claus. These letters may be answered by postal workers and/or outside volunteers. Writing letters to Santa Claus has the educational benefits of promoting literacy, computer literacy, and e-mail literacy. A letter to Santa is often a child's first experience of correspondence. Written and sent with the help of a parent or teacher, children learn about the structure of a letter, salutations, and the use of an address and postcode.