Selma
A nine-year old girl who lost her parents six years ago, and has since been living with Ruth, who was only meant to look after her until a suitable foster family is found. She wants to find a family of her own, and ends up writing a letter to Santa Claus, ultimately leading her to travel to Snøfall where she meets her grandfather, Julius.
She returns in the second series, now sixteen and while she has a much happier life now, a part of her strongly longs to return to Snøfall.
Ruth
A stern woman who has been looking after Selma since her parents died. When she unexpectantly inherits an old bookstore, and when Selma is later transported to Snøfall, Ruth has to sort out how she truly feels about Selma and maybe learn to take things a bit easier.
She returns in the second series, where we end up learning more about her past, which puts certain things about her in a new light.
- Teen Pregnancy: We learn in the second series that she had a daughter when she was seventeen, who she was forced to give up for adoption.
- Used to Be More Social: Implied in the first series and confirmed in the second series, where an old friend of hers tells Selma how Ruth was quite popular in her youth.
Julius
The current Santa Claus, who in the first series learns that he has a granddaughter when Selma's letter reaches him. However, he suddenly goes missing shortly after Selma arrives in Snøfall, leading her and her new friends Pil and Frida to try to figure out what really happened to him.
In the second series, he goes to search for the Oracle after she goes missing, only to eventually end up trapped himself by the shadows.
- Unwitting Instigator of Doom: In both series, he unintentionally ends up doing something that leads to someone else being influenced by the Darkness.
- When he learns from the Oracle who the next apprentice is, the way he talks about it to Winter leads to Winter mistakenly assuming he's the new apprentice. When Julius realizes the misunderstanding and has to clear it up, it ends up being the final drop that causes the frustrated Winter to become susceptible to the Darkness.
- In the second series, noticing that Winter is overworking himself with archiving letters, suggests he hire someone to help him out, leading to Luna getting volunteered for the job, even if she's not really all that interested in the job and she ends up neglecting it. When she burns the letters she hasn't archived to prevent Winter from finding out, she ends up unwittingly giving Dunkel the power to start sending out his shadows to trap the oracle.
Pil
An energetic young boy who likes to play catch. He has a bit of a rivalry with Frida, but the two of them later set their differences aside in order to help Selma locate Julius.
In the second series, Pil is undergoing training as Julius' apprentice. However, when Pil has to fill in for Julius after he goes off to search for the Oracle, things don't go as well as he had hoped.
Frida
The daughter of Stål and Yndis, a smart little girl who likes to spend her time reading. She has a bit of a rivalry with Pil, but the two of them later set their differences aside in order to help Selma locate Julius.
In the second series, we see she has taken up a teaching position at the nisse school, putting her knowledge to good use.
Ole Winter
Julius' secretary, who feels dissatisfied with his job because he feels he doesn't get enough respect. When a misunderstanding causes him to reach his breaking point, he becomes corrupted by the Darkness and decides to take over Julius' position and do everything he can to keep it.
In the second series, Winter tries to help Pil prepare for his apprentice exam, as well as investigating the strange events unfolding in Snøfall when letters suddenly stop coming.
Håkon
A young boy who moves into the same apartment building Selma and Ruth live in alongside his father. He believes in the existence of Santa, and wishes to uncover the mystery of how he manages to visit everyone in the world in one night. He inspires Selma to write her own letter to Santa.
In the second series, he and Kjell have become acquainted with Elise and Noah after they moved in to the apartment. Håkon is planning to study abroad for a year, leading Selma to wonder if she could spend a year in Snøfall as well. When it becomes apparent that something is wrong in Snøfall, Håkon decides to look into whether there's a way to bring back the aurora.
- Calling Parents by Their Name: Always calls his father by his name, Kjell. Selma initially finds it a bit odd, but Kjell himself doesn't seem to mind.
Kjell
Håkon's father, a fairly laid-back and cheerful guy. While Ruth initially finds him a bit annoying, she gradually warms up to him as he and Håkon spend more time at the bookstore with her after Selma is sent to Snøfall.
In the second series, he and Håkon have become acquainted with Elise and Noah, and he agrees to look after Noah while Elise is in the hospital.
- Cassandra Truth: Runs into this in the final episode, when he tries to explain to Elise that Noah is in Snøfall and won't be returning until later that night (unaware that Noah had actually returned the night before). It's not until seeing Julius, Pil and Selma flying by the hospital window and Noah shows off the magic wish ornament he made while in Snøfall that she realizes Snøfall actually exists.
Noah
A ten-year old boy who only wants his sick mother to recover enough before Christmas so they don't have to spend it in the hospital. After learning about Snøfall from Selma, he tries writing a letter to Santa, but when it doesn't reach him, Noah ends up finding a way into Snøfall, hoping to find Julius and tell him his wish.
Elise
Noah's mother, who has been undergoing treatments for cancer. When another tumor is discovered, she must return to the hospital for surgery. She is also later revealed to be Ruth's biological daughter.
Luna
The librarian in Snøfall. Having an interest in becoming a writer, she writes her own novel, which becomes a surprise hit among the people of Snøfall. However, when she is recruited to be Winter's assistant in archiving letters, she ends up slacking on her new position to work on the sequel to her book, and ends up unwittingly problems for everyone when she tries to cover up that she hasn't been doing her job.
- Deal with the Devil: Ends up making a deal with Dunkel when she can't bring herself to admit to everyone that she burned the letters she was supposed to help archive. It isn't made entirely clear what the deal entails, but as long as it is in effect, the shadows continue to spawn until Luna is finally convinced to call off the deal.
Amina
Pil's younger sister, who feels neglected by her older brother as he has to start preparing for his exam and seems to be one of the few people who knows the rumored "naskenisse" really does exist. She later becomes friends with Noah after his arrival in Snøfall.
- Cassandra Truth: While the other children toy with the idea of a naskenisse being responsible for things going missing, Amina seems to be the only one who actually knows it exists and has interacted with it despite it refusing to actually show itself even to her. She doesn't have much luck convincing Pil or anyone else it exists, though. Noah is also skeptical at first, but eventually witnesses evidence it does exist and apologizes to Amina for not believing her at first.
