Tis the season when professional Santas are in peak demand, but many who choose this line of work often view it as a higher calling and maintain some aspects of the identity all year round—even those who don’t fit the stereotypical popular image of Santa, according to a paper published in the Academy of Management Journal.

BREVARD COUNTY, Fla -- The annual ‘Surfing Santas’ tradition returned to Cocoa Beach Wednesday morning. Around 500 surfers dressed up as Santa Clause hit the beach and waves for Christmas Eve. This unique tradition all started out as a fun family outing in 2009.