Birmingham is the Santa tracker capital of the West Midlands according to new research.

AussieBoots - https://www.aussieboots.co.uk/ , 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.’

Birmingham topped the West Midlands city list with 398,110 average searches in December 2023 – a 42% increase since 2021 and an 16% rise from 2022, showing a consistent year-on-year increase.

Birmingham 398,110
Coventry 95,390
Wolverhampton 82,550
Stoke On Trent 44,340
Hereford 38,040

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

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

Coventry came second with 95,390 average searches and Wolverhampton was third with 82,550. Hereford rounded out the table with a still impressive average search volume of 38,040 searches.

Looking at the UK city list, Birmingham came second with its high average searches. London came first with 1.6 million, and Leeds came third (221,610).

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

Taking into account 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 - https://www.aussieboots.co.uk/ 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. Birmingham’s 398,110 searches are a true testament to the festive spirit alive in our cities.”