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London is the Santa tracker capital of the UK according to new research.

AussieBoots, the company behind the research, analysed online searches across 532 keywords relating to Santa trackers in the United Kingdom. These included terms such as ‘Santa tracker live’, ‘Santa tracker NORAD’, and ‘where’s Santa.’

London topped the UK city list with 1.6 million average searches in December 2023 - a 73% increase from 2021, and an 18% increase from 2022, showing a consistent year-on-year rise

London 1.6 million
Birmingham 398,110
Leeds 221,610
Liverpool 215,640
Bristol 180,320
Manchester 176,560
Edinburgh 172,210
Glasgow 169,450
Belfast 135,970
Sheffield 127,210

People looking up at the night sky at Santa on his sleigh.

Birmingham came second with 398,110 average searches and Leeds was third with 221,610. Sheffield rounded out the top 10 with a still impressive average search volume of 127,210 searches.

Looking at the United Kingdom as a whole, the country recorded an average of 22.5 million monthly searches related to Santa trackers, England carried the majority of these searches, topping the country ranking with 18.3 million. Scotland followed with 1.2 million, and Wales came third with 1.1 million.

England 18.3 million
Scotland 1.2 million
Wales 1.1 million
Northern Ireland 1 million

Speaking on the findings, Pete Bryden from AussieBoots, who conducted the research, said: “It’s incredible to see how the magic of Santa continues to captivate families across the United Kingdom.

“The year-on-year rise in searches shows that even in the digital age, traditions like tracking Santa bring people together in excitement and wonder. London’s record-breaking 1.6 million searches is a true testament to the festive spirit alive in our cities.”

Who’s tracking Santa? Londoners lead the UK’s festive obsession