This year, kids will need an appointment to sit on Santa's lap at Macy's flagship store on 34th Street in New York.
"Santa's a popular guy, so the wait times to meet him have been quite long in previous years, especially on our busiest days," the company said on its website.
"The new reservation system is designed to minimize this by scheduling visitors to join the line at a time of your choice, allowing for the best possible holiday experience."
Families can go online to sign up for a time slot from 30 minutes to five days in advance.
Reservations are free and run from the day after Thanksgiving through Christmas Eve.