10 / 29

When we visited, Pierre’s big business was Santa suits, complete with Naugahyde-bound belts, nylon gloves, pom-pom hats, zippered coats, boots, and pants. “The majority of our guys are regulars,” says Williamson. “They’ll spend two grand with us to get a custom Santa suit, and people say, ‘Wow, that’s a lot of money.’ But the reality is, it’s an investment. It’s like a carpenter buying his tools. These guys will make about $40,000 in six weeks being Santa Claus.”