The Elf on the Shelf began as a self-published children’s book in 2005 by Carol Aebersold and her daughter Chanda Bell, with illustrations by Coë Steinwart. The book tells the story of a scout elf sent by Santa Claus to watch over children during the Christmas season. Each night, the elf returns to the North Pole to report on the child's behaviour, then reappears in a different spot in the house the next morning.
The story quickly gained traction through word-of-mouth and clever marketing, growing into a major holiday tradition in many US households. Beyond the book, the brand has expanded into a franchise that includes dolls, animated specials, clothing and even accessories for the elves themselves.
As quoted in a Piper Castillo piece for the Tampa Bay Times in 2017:
“The idea really just came out of a moment when Chanda was at my house,'' said Aebersold. "She looked up at our elf that we have had for years, and she said, 'Mom, we should write a book and share our elf tradition with the world.' All of a sudden, I said, 'Okay.' I don't think she or I knew it would become what it has, but I think my other daughter [twin sister Christa Pitts] knew we had something people would want, a ready-made tradition.''
Unlike the long-established figure of Santa Claus, who has centuries-old roots in folklore and religious tradition, The Elf on the Shelf is a relatively recent commercial invention. While Santa represents the joyful, generous spirit of Christmas, the elf acts more as a behavioural monitor – part playmate, part surveillance tool. Santa visits once a year, bringing gifts in accordance with a child’s general behaviour. The elf, however, is an everyday presence throughout December, explicitly tasked with observing and evaluating conduct. Watch the Saturday Night Live parody clip for an example of the downside associated with elf not being able to shut its eyes. [Ed Hint: Both naughty AND nice.]
This paradigm has drawn both praise and criticism. On the positive side, many parents find the elf to be a fun and engaging way to build anticipation for Christmas. Children delight in waking up to discover the elf in a new position, often doing something silly or mischievous. For many families, it has become a creative bonding activity, and social media is flooded each December with elaborate elf setups and staging ideas.
However, critics argue that The Elf on the Shelf sends troubling messages. Some educators and psychologists have expressed concern that it normalises surveillance, teaching children that being watched constantly is acceptable – even desirable. Others see it as manipulative, using the threat of lost gifts to enforce obedience. The elf is also criticised for placing an extra burden on parents, who must remember to move it each night and often feel pressured to outdo others in the creativity of the elf’s antics. There’s also a commercial aspect. Critics argue that it encourages consumerism and adds unnecessary stress to an already hectic holiday season.
In contrast, Santa Claus – although also used as a behavioural incentive – tends to embody a more abstract, mythic figure. He is distant and magical, appearing only once a year, and his judgment is often vague or forgiving. The elf, by contrast, is ever-present, literal and operates more like a miniature corporate spy than a jolly old saint.
Despite the criticism, The Elf on the Shelf has become a modern holiday tradition, combining storytelling and imaginative play. It represents the evolving nature of Christmas culture in the digital age.
Story Idea: Chris Kirtley
_____________________________
References
wikipedia.org/wiki/The_Elf_on_the_Shelf
tampabay.com/features/books/-Elf-on-the-Shelf-co-author-Carol-Aebersold-keeps-her-Bible-handy
theguardian.com/commentisfree/2016/dec/18/elf-on-the-shelf-isnt-real-christmas-tradition-post-truth-doll-intimidation
Images
1. The Elf on a Shelf in a Christmas tree. Photo by 🪷 🍄 on Unsplash
2. Chanda Bell with Carol Aebersold in 2016. Credit: Good Housekeeping
3.
The Elf on a Shelf book, 2005
4. Elf Ideas Super Set. Credit: Amazon.com
5. The Elf on the Shelf during the 2012 Macy’s Thanksgiving Day Parade
6. Elf drank too much tequila
7. Video: Elf on the Shelf - Saturday Night Live, 2018
8. Do what Santa says: Shop at REMO
