Bad Santas?

So along comes Christmastime every year and suddenly TV and malls and department stores are full of fattish guys with beards (some fake, some not) pimping stuff. They must pull in serious cash for a few weeks, like especially the cute ones they put on TV and not the scary ones they have on the street looking kind of bedraggled and vaguely homeless. But these cuddly TV Santas, what do they do the whole rest of the year. Do they go to reffresher Santa classses? Repriming themselves, coiffing their beards, practicing their belly laughs, getting their eyes to crinkle in just that wrinkly roguish manner?