By 1900, many department stores across America featured a live Santa Claus during the holiday season. Children typically sat on his lap and whispered their Christmas wishes into his ear. The Omaha Daily News on Dec. 18, 1909, published an interview with an Omaha man, Gust Schommer, “who plays Saint Nick at the Brandeis stores.”
yet kindly voice, chubby, rosy cheeks and twinkling brown eyes complete the popular image of Santa Claus. . . .
“Three weeks of every year are spent by Mr. Schommer in being Santa Claus. He began his impersonation 16 years ago for J. L. Brandeis & Sons. He missed only one Christmas season in that time, and that was being San Nicola to the Parisian children. outside his cottage in the Brandeis stores, ready for service in case the airship breaks down.
“‘When I get on my Santa Claus clothes and whiskers, I forget myself and feel I am Santa Claus,’ says Mr. Schommer. He is enthusiastic over his holiday work, enjoying every minute among the children as Santa Claus. For each child he has some expression to increase their faith in Santa Claus, and also a present.
“When not playing Santa Claus, Mr. Schommer is a regular employee at the Brandeis stores. He is a native of Luxemburg, and is quite a linguist, speaking German, French and Swedish of the foreign languages.”
