It's Krampus, The anti Santa!
In Norse Mythology Krampus is believed to be the son of Hel. While Santa rewards the good little boys and girls with presents, Krampus would punish the bad ones by beating them with a bundle of sticks and dragging them to his demon layer or eat them depending on which version you believed in. For whatever reason some people thought Santa teaming up with a child eating demon was a little scary and so Krampus was replaced with lumps of coal. But Krampus is rising, with rise of hipster culture, there is increased desire to celebrate christmas in unusual ways. krampus is becoming more and more popular and in a few years mabby he will walk the earth again. You better be really good this year!