Ala Moana Center’s new Big Santa, built from fiberglass and resin, made his debut the day after Halloween and now looms large over the holiday shopping season.

Yes, it’s not even Thanksgiving. But for local retailers struggling in this coronavirus economy, the sooner the better. This already crucial time of year could make or break them.

And note that Big Santa sports a colorful hibiscus- design mask. It makes him look more wary than jolly, but he’s sending an important message: Wear a face covering and shop local. After all, you don’t want to end up on his naughty list.