Brent Bailey as Target's new "weirdly hot" Santa Claus.
Target, in a playful departure from its traditional holiday advertising, dropped new ads for the holidays featuring Brent Bailey as Target employee "Kris Kringle."

It may only be late October, but Target’s "weirdly hot Santa" is back.

A video on Target's official Instagram page shows a buff, "charasmatic store team member" dressed as Santa, lifting weights (two red baskets filled with store items) inside one of the retailer's locations.

"Been missing Kris K. from Target? Well, your holiday wish came early. HE’S BACK!!!" Target posted on its official Instagram page on Monday, Oct. 27 with a video of a man dressed as Santa Claus inside a store.

"I don't know if you remember Target's 'weirdly hot Santa from last year,' an unidentified person says in the video. "I'm obsessed. I'm at Target now and look what I am seeing."

Target confirmed the viral holiday figure's return in a news release on its website.

"After capturing hearts with his holiday charm last winter, Kris K. from Target is back to deliver magic, mischief and must-have gifts this holiday season," the statement reads. "Last year, consumers fell in love with Kris K. from Target, a charismatic store 'team member' who starred in Target’s 2024 holiday marketing campaign."

Last year, Target identified the impersonator as Brent Bailey.

"He’s a football fanatic, avid traveler and amateur DJ who embodies the joyful, witty and effortlessly cool spirit of the holidays," the retailer said online.

'He reads!' Target Santa seen bench holding book

The clip Target shared online ringing in the 2025 season shows a woman walk by the Santa impersonator – who is spotted holding an open book in an aisle.

"And he reads," the woman says.

'A charismatic store 'team member'

According to Target's news release, last year, more than 70 million people viewed a previous video on TikTok of #TargetSanta inside a store. Shortly after, his fanbase dubbed him “Hot Santa."

"We’re thrilled to bring him back for round two," Target said. "He embodies the playful joy, ease and inspiration that define the Target experience — helping you find the perfect gifts, celebrate every moment and make the season shine a little brighter. This year, we’re giving you even more Kris K. — more fun, more humor and more of the magic that only Target can deliver."

'Hey, baby hey!!!!'

After only four hours of being online, the post had garnered nearly 3,000 likes and dozens of comments.

The post drew hysterical reaction from viewers.

"YASSSSSSSSS DADDY!!!!!!!" one social media user posted.

"Will there be one in every store?" another questioned.

A third user wrote, "i'm dead this is the best way to announce christmas is coming"

Natalie Neysa Alund is a senior reporter for USA TODAY. Reach her at nalund@usatoday.com and follow her on X @nataliealund

This article originally appeared on USA TODAY: Yes, weirdly hot Santa is back at Target. See him bicep curl baskets.

Reporting by Natalie Neysa Alund, USA TODAY / USA TODAY

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