SANTA’S HELPERS: Zady, the shopping platform and lifestyle destination for conscious consumers has partnered with Vespa to launch “Operation: Santa” in New York. This holiday season union will offer Zady customers the opportunity to purchase last-minute gifts for Christmas — even on Christmas Eve — with deliveries from couriers dressed as Santa Claus riding on Vespas throughout New York City. Typically, once the window has closed for overnight shipping on Dec. 23, consumers are left with no options for 11th-hour online shopping.

However, Zady cofounder Soraya Darabi says Santa has ditched the sleigh and reindeer and is coming to the rescue for last-minute shoppers in his new transportation of choice: a state-of-the-art Vespa.

“With ‘Operation: Santa,’ as well as our holiday pop-up store, we are [pleased] to have the opportunity to experiment with other avenues for establishing a multichannel presence as we grow our brand. We are [pleased] to have Piaggio Group [makers of Vespa] as our partner in this endeavor.”

Melissa MacCaull, vice president of Piaggio Group Americas, said Vespa’s first-time venture with Zady reflects the e-tailer’s strategy of connecting customers, both online and offline, to global brands they would not otherwise have access to.

“Operation: Santa” is available for orders placed on between noon EST on Dec. 23 and noon EST on Tuesday, Dec. 24 for deliveries within Brooklyn and Manhattan. Deliveries will take place between 8 a.m. and 4 p.m. EST on Dec. 24 — just in the (nick) of time.

“Operation: Santa” comes on the heels of Zady’s launch in August, and a holiday pop-up retail shop currently located in the Delta Terminal at New York’s LaGuardia Airport. The pop-up is open until Jan. 4.

Sizing up the holiday initiative, Maxine Bédat, cofounder of Zady, said, “Being able to interact with our customers directly is something that is important to us, especially as we continue to share the stories of the brands that we sell on Zady.” 

Five percent of proceeds of any purchase on will be donated to its nonprofit partner, The Bootstrap Project, which works to promote and retain centuries-old crafts and customs from around the world.