What do you think?
Rate this book
The Santa Claus Man: The Rise and Fall of a Jazz Age Con Man and the Invention of Christmas in New York
Before the charismatic John Duval Gluck, Jr. came along, letters from New York City children to Santa Claus were destroyed, unopened, by the U.S. Post Office. Gluck saw an opportunity, and created the Santa Claus Association. The effort delighted the public, and for 15 years money and gifts flowed to the only group authorized to answer Santa’s mail. Gluck became a Jazz Age celebrity, rubbing shoulders with the era’s movie stars and politicians, and even planned to erect a vast Santa Claus monument in the center of Manhattan — until Gotham’s crusading charity commissioner discovered some dark secrets in Santa’s workshop.
The rise and fall of the Santa Claus Association is a caper both heartwarming and hardboiled, involving stolen art, phony Boy Scouts, a kidnapping, pursuit by the FBI, a Coney Island bullfight, and above all, the thrills and dangers of a wild imagination. It’s also the larger story of how Christmas became the extravagant holiday we celebrate today, from Santa’s early beginnings in New York to the country’s first citywide Christmas tree and Macy’s first grand holiday parade. The Santa Claus Man is a holiday tale with a dark underbelly, and an essential read for lovers of Christmas stories, true crime, and New York City history.
The rise and fall of the Santa Claus Association is a caper both heartwarming and hardboiled, involving stolen art, phony Boy Scouts, a kidnapping, pursuit by the FBI, a Coney Island bullfight, and above all, the thrills and dangers of a wild imagination. It’s also the larger story of how Christmas became the extravagant holiday we celebrate today, from Santa’s early beginnings in New York to the country’s first citywide Christmas tree and Macy’s first grand holiday parade. The Santa Claus Man is a holiday tale with a dark underbelly, and an essential read for lovers of Christmas stories, true crime, and New York City history.
320 pages, Hardcover
First published October 1, 2015
56 people are currently reading
1473 people want to read
About the author
Alex Palmer
6 books97 followersAlex Palmer is the author of five nonfiction books including New York Times bestseller The Santa Claus Man and the forthcoming Happiness Hacks. A journalist and excavator of fascinating facts, he is also the author of Weird-o-pedia, Alternative Facts, and Literary Miscellany: Everything You Always Wanted to Know About Literature.
His writing has also appeared in Esquire, Best Life, Slate, Mental Floss, Smithsonian, Vulture, and The Rumpus, among others.
See more at www.alexpalmerwrites.com.
His writing has also appeared in Esquire, Best Life, Slate, Mental Floss, Smithsonian, Vulture, and The Rumpus, among others.
See more at www.alexpalmerwrites.com.
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 30 of 96 reviews
Read
December 27, 2016I came across The Santa Claus Man: The Rise And Fall of a Jazz Age Con Man And The Invention of Christmas In New York in Bas Bleu Catalog, where you can find a myriad of unusual bookish gifts. Bas Bleu’s byline says it all. ”Champion of the odd little book...and wellspring of inspired gifts for readers.”
The title warned me that all would not be merry and bright but it also sparked my curiosity to know who this Santa was and what made him special. Alex Palmer, the author also was intrigued by this Santa but for far different reasons than me. In his author note he explains:
”I first heard about John Duval Gluck, Jr. on Christmas Eve. As my family sat around the Christmas tree after opening gifts, my uncle Dan mentioned a great-granduncle of mine who had been New York’s Santa Claus. My brothers and I peppered him with questions, and he told us what he knew. Hew was fuzzy on the details but dug up a few photos and an old Seagram’s V.O. holiday print ad that featured Gluck, Jr. as a man who’d helped save Christmas”, once upon a time.”
There are three parts to this book. “Once upon a time” rings true in the beginning chapters. At first it’s like reading the best Christmas tale, one of goodness and the spirit of giving to those less fortunate. Gluck, who seems ill suited to step into his father’s shoes in a career of customs work is seeking something more exciting. When he hears that bags and bags of letters to Santa are being sent to the dead letter office and destroyed in New York City because there is no one to read or answer them he brilliantly forms the Santa Claus Association. Enlisting a troupe of volunteers, he not only has all the letters delivered to him for answers but also is able to cull out those of needy children who would receive no presents finding ways to make their wishes come true. This is a simplistic description of the organization Gluck forms. It is easy to see how popular this do-good organization would become and how quickly the letters being sent and delivered to his group would increase and overwhelm all. At first it all seems legit. Perhaps it was for a time. I’m not certain how long, how many years it took from its inception in 1913 for serious questions regarding charity fraud to be asked but sometime in the over a decade and a half of its existence, the Santa Claus Association came under scrutiny.
This first part of the story is fascinating. When I got to the fall, and the possible con of the title, then questions of treason I started to lose interest. I think I wanted a story about children having a merrier Christmas and the people who volunteered their time to make this so. I would have loved to read more of the letters, the gifts given, and experienced a more vivid imagery of the children themselves. This, of course is not the fault of the author who clearly stated his goals in the title. The narrative became overlong for me and I was frustrated by information that seemingly was going nowhere.
”It’s impossible to say who wrote the first Santa letter, but it was almost certainly from the mythical saint, not to him.” A very interesting theory quoted from the book. I honestly never thought about that first Santa letter and the explanation that parents wrote their children letters from Santa, almost as a form of blackmail to keep them in line. This never occurred to me and is not something I ever did though I might have sang ”He sees you when you’re sleeping, he knows when you’re awake, he knows when you’ve been good or bad, so be good for goodness sake” to mine.
In the summary on GR The New York Post called The Santa Claus Man: The Rise And Fall of a Jazz Age Con Man And The Invention of Christmas In New York required reading. I'm glad I read it but it will not make my favorite shelf. Read a few other reviews to make your own decision whether to read it or not.
The title warned me that all would not be merry and bright but it also sparked my curiosity to know who this Santa was and what made him special. Alex Palmer, the author also was intrigued by this Santa but for far different reasons than me. In his author note he explains:
”I first heard about John Duval Gluck, Jr. on Christmas Eve. As my family sat around the Christmas tree after opening gifts, my uncle Dan mentioned a great-granduncle of mine who had been New York’s Santa Claus. My brothers and I peppered him with questions, and he told us what he knew. Hew was fuzzy on the details but dug up a few photos and an old Seagram’s V.O. holiday print ad that featured Gluck, Jr. as a man who’d helped save Christmas”, once upon a time.”
There are three parts to this book. “Once upon a time” rings true in the beginning chapters. At first it’s like reading the best Christmas tale, one of goodness and the spirit of giving to those less fortunate. Gluck, who seems ill suited to step into his father’s shoes in a career of customs work is seeking something more exciting. When he hears that bags and bags of letters to Santa are being sent to the dead letter office and destroyed in New York City because there is no one to read or answer them he brilliantly forms the Santa Claus Association. Enlisting a troupe of volunteers, he not only has all the letters delivered to him for answers but also is able to cull out those of needy children who would receive no presents finding ways to make their wishes come true. This is a simplistic description of the organization Gluck forms. It is easy to see how popular this do-good organization would become and how quickly the letters being sent and delivered to his group would increase and overwhelm all. At first it all seems legit. Perhaps it was for a time. I’m not certain how long, how many years it took from its inception in 1913 for serious questions regarding charity fraud to be asked but sometime in the over a decade and a half of its existence, the Santa Claus Association came under scrutiny.
This first part of the story is fascinating. When I got to the fall, and the possible con of the title, then questions of treason I started to lose interest. I think I wanted a story about children having a merrier Christmas and the people who volunteered their time to make this so. I would have loved to read more of the letters, the gifts given, and experienced a more vivid imagery of the children themselves. This, of course is not the fault of the author who clearly stated his goals in the title. The narrative became overlong for me and I was frustrated by information that seemingly was going nowhere.
”It’s impossible to say who wrote the first Santa letter, but it was almost certainly from the mythical saint, not to him.” A very interesting theory quoted from the book. I honestly never thought about that first Santa letter and the explanation that parents wrote their children letters from Santa, almost as a form of blackmail to keep them in line. This never occurred to me and is not something I ever did though I might have sang ”He sees you when you’re sleeping, he knows when you’re awake, he knows when you’ve been good or bad, so be good for goodness sake” to mine.
In the summary on GR The New York Post called The Santa Claus Man: The Rise And Fall of a Jazz Age Con Man And The Invention of Christmas In New York required reading. I'm glad I read it but it will not make my favorite shelf. Read a few other reviews to make your own decision whether to read it or not.
Read
May 19, 2015I don't give star ratings to books my company publishes.
This is a crazy story. If you have any interest in how Americans have come to celebrate Christmas as we do, check it out.
This is a crazy story. If you have any interest in how Americans have come to celebrate Christmas as we do, check it out.
November 13, 2015
This book is not just a biography but also a history of NYC and Santa Claus.
Not many people would recognize the name John Duval Gluck but for almost 15 years he was “Santa Claus” to the poor and underprivileged children of New York City. John Gluck started out working in the Customs and Brokerage business his father had founded and although he was good at his job (as he proved to be in all his undertakings) his heart was not in the work. He tried his hand briefly as a Public Relations and Promotions man, but when a bullfight he organized went terribly wrong he gave that up too … temporarily … fundraising and public relations turned out to be his true calling.
When Mr. Gluck heard about all the Santa letters from children first lying neglected in the dead letter office of the post office and then being thrown in the trash he applied to be the person allowed to answer those letters. Approval from the post office came for one reason and one reason only – he was the only person who applied for the position – and with that “The Santa Claus Association” was born. With modest beginnings as a true charity Mr. Gluck used his business aplomb to organize and prove the validity of the letters, bring donors on board and acquiring volunteers to answer letters and distribute gifts. It was a rollicking success, allowing thousands of children to enjoy a happy Christmas that otherwise may not have happened for them. Everyone chipped in; from the mayor to sailors on leave. No one wanted to see children go without especially when letters contained requests for a gift of coal, not because the child had been naughty but because that child was cold. No money changed hands; it was entirely a volunteer operation, with the only cash donations required for the purchase of postage stamps. Mr. Gluck soon became “The Santa Claus Man”, earning the praise and support and rubbing shoulders with the not only the NYC upper crust but with celebrities such as Douglas Fairbanks and Mary Pickford.
He was a hero to the children of NYC, but unfortunately, it turned out that this hero had lead feat. Mr. Gluck also had the unenviable talent of being a first class con man. Plying his trade as a fundraiser to various organizations, among them the gun toting boy scouts of the time, he managed to make a very nice living for himself charging exorbitant fees for his services or, even more easily done, simply skimming money off the top. Despite being investigated several times by various agencies his glib tongue and talent for evasion kept him always ahead of the law. When his less than admirable talents inevitably turned to The Santa Claus Association rather than inviting donors to deliver gifts personally to the children he asked for cash donations the reputation of the organization began to falter resulting in the post office officially revoking his right to answer Santa Claus’ mail. When forced to account for more than $100,000 in donations for which he could not provide receipts or explanations, plans for his lavish Santa Claus Association building were scrapped and Mr. Gluck, with his third wife, quietly left the hustle and bustle of NYC to live an unassuming life of comfortable retirement in Florida.
Although this book is about John Duval Gluck it is also a history of New York City in the roaring twenties. From the restructuring of famous market places to the construction of buildings iconic today it was a time when money seemed to flow freely. New York City was crowded as never before and inventions such as wire cages to allow infants to be suspended from apartment windows flourished. Celebrities were worshipped and money could be made. It was also the time when Santa Claus evolved from being skinny St. Nick, who brandished a twig to punish naughty children to the jolly elf imagined by Clement Moore. The time was ripe for someone with Mr. Gluck’s, shall we say, talents?
This book is certainly an ambitious undertaking for any author, but Mr. Palmer had some connections (Mr. Gluck being his great-granduncle) and access to photos and memorabilia collected by family members to aid him in his research. He gives us a solid history of not only Mr. Guck and the “Santa Claus Association” but expands his research and writing to the history of NYC during the “roaring twenties” and part of the thirties. This was an interesting, well written and excellently planned out book with none of the sugar coating sometimes found in biographies written by family members. Mr. Palmer shares the good, the wonderful and the not so proud moments of Gluck’s escapades.
It is a little early for Christmas, but I am still considering this a Christmas read so solidly four bookish Christmas trees for “The Santa Claus Man”.
* I received this as a free ebook courtesy of the publisher, Rowman & Littlefield, Globe Piquot/Lyons Press via Netgally in exchange for an honest review *
Not many people would recognize the name John Duval Gluck but for almost 15 years he was “Santa Claus” to the poor and underprivileged children of New York City. John Gluck started out working in the Customs and Brokerage business his father had founded and although he was good at his job (as he proved to be in all his undertakings) his heart was not in the work. He tried his hand briefly as a Public Relations and Promotions man, but when a bullfight he organized went terribly wrong he gave that up too … temporarily … fundraising and public relations turned out to be his true calling.
When Mr. Gluck heard about all the Santa letters from children first lying neglected in the dead letter office of the post office and then being thrown in the trash he applied to be the person allowed to answer those letters. Approval from the post office came for one reason and one reason only – he was the only person who applied for the position – and with that “The Santa Claus Association” was born. With modest beginnings as a true charity Mr. Gluck used his business aplomb to organize and prove the validity of the letters, bring donors on board and acquiring volunteers to answer letters and distribute gifts. It was a rollicking success, allowing thousands of children to enjoy a happy Christmas that otherwise may not have happened for them. Everyone chipped in; from the mayor to sailors on leave. No one wanted to see children go without especially when letters contained requests for a gift of coal, not because the child had been naughty but because that child was cold. No money changed hands; it was entirely a volunteer operation, with the only cash donations required for the purchase of postage stamps. Mr. Gluck soon became “The Santa Claus Man”, earning the praise and support and rubbing shoulders with the not only the NYC upper crust but with celebrities such as Douglas Fairbanks and Mary Pickford.
He was a hero to the children of NYC, but unfortunately, it turned out that this hero had lead feat. Mr. Gluck also had the unenviable talent of being a first class con man. Plying his trade as a fundraiser to various organizations, among them the gun toting boy scouts of the time, he managed to make a very nice living for himself charging exorbitant fees for his services or, even more easily done, simply skimming money off the top. Despite being investigated several times by various agencies his glib tongue and talent for evasion kept him always ahead of the law. When his less than admirable talents inevitably turned to The Santa Claus Association rather than inviting donors to deliver gifts personally to the children he asked for cash donations the reputation of the organization began to falter resulting in the post office officially revoking his right to answer Santa Claus’ mail. When forced to account for more than $100,000 in donations for which he could not provide receipts or explanations, plans for his lavish Santa Claus Association building were scrapped and Mr. Gluck, with his third wife, quietly left the hustle and bustle of NYC to live an unassuming life of comfortable retirement in Florida.
Although this book is about John Duval Gluck it is also a history of New York City in the roaring twenties. From the restructuring of famous market places to the construction of buildings iconic today it was a time when money seemed to flow freely. New York City was crowded as never before and inventions such as wire cages to allow infants to be suspended from apartment windows flourished. Celebrities were worshipped and money could be made. It was also the time when Santa Claus evolved from being skinny St. Nick, who brandished a twig to punish naughty children to the jolly elf imagined by Clement Moore. The time was ripe for someone with Mr. Gluck’s, shall we say, talents?
This book is certainly an ambitious undertaking for any author, but Mr. Palmer had some connections (Mr. Gluck being his great-granduncle) and access to photos and memorabilia collected by family members to aid him in his research. He gives us a solid history of not only Mr. Guck and the “Santa Claus Association” but expands his research and writing to the history of NYC during the “roaring twenties” and part of the thirties. This was an interesting, well written and excellently planned out book with none of the sugar coating sometimes found in biographies written by family members. Mr. Palmer shares the good, the wonderful and the not so proud moments of Gluck’s escapades.
It is a little early for Christmas, but I am still considering this a Christmas read so solidly four bookish Christmas trees for “The Santa Claus Man”.
* I received this as a free ebook courtesy of the publisher, Rowman & Littlefield, Globe Piquot/Lyons Press via Netgally in exchange for an honest review *
September 6, 2015
Wonderful read. Exciting, informative, well-written. One of my favorite books of 2015.
July 29, 2023
There is a lot of money to be made in charity work, without a lot of it going to the charity. A very interesting non-fiction book.
June 29, 2015
I love a good story about history, especially when they are about topics I have never heard of before. This book is a good example. I have always wondered what happens to letter sent to Santa. Palmer takes you back in time when one man tries to make everyone's Christmas a little brighter. But with most tales, the best of intentions can lead to trouble. Some of the stories are so heartwarming. Learning how complete strangers help a mother reunite with her son after he was kidnapped by his father. But this book is not all rainbows and sunshine. I think many readers who like history and untold tales will find this book quite enjoyable.
December 21, 2016
A fascinating book from beginning to end. This is not only the story of a marketing con man who fashioned a comfortable living out of appealing to public empathy, but also the story of the creation, growth and marketing of Santa Claus and a merchandising direction for Christmas. A very lively writing style keeps this story engaging throughout. It would be a natural for a motion picture ... are you there, Tom Hanks?
I was amazed to learn how influential New York has been in forming the Christmas holiday known by Americans ... and much of the world ... today. The Reader learns how a desire to keep the Dutch image of St. Nicholas alive is cultivated in a satirical "history" of New York by Washington Irving, and solidified in Clement Moore's poem and Norman Rockwell's illustrations.
I also learned how a European practice of the poor accosting the wealthy for holiday gifts and money grew into a merchandising plan for gift buying with Santa Claus at the center. New York featured the first public Christmas tree lighting, inaugurated the outdoor holiday parade (with Macy's becoming Santa's host), and created the concept of the Christmas tree lot, while Woolworth specialized in making Christmas decorating affordable.
Through all of this, there are several other intriguing stories. The prolonged public battle between two scouting organizations (one of which carried firearms) was incredible.
Of course, the heart of the story is how a con man bilked charitable givers for years under the auspices of answering children's Christmas letters to Santa Claus ... a process officially sanctioned by the Postal Service. This initially seemed to have started with good intentions. However, when the opportunity came for publicity and elevated recognition, it was too tempting not to reap the benefits at the expense of others. (At one point, this also involved a not-so-subtle case of blackmailing German Americans into become "givers" or risk being investigated as un-American during the First World War.)
The writer packs an amazing amount of fascinating information without ever becoming pedantic. The pictures provided were very worth the time to study. Ultimately, this was a view of American culture infrequently explored ... which is unfortunate since the impact of this time is still readily felt to this day.
I highly recommend this book.
I was amazed to learn how influential New York has been in forming the Christmas holiday known by Americans ... and much of the world ... today. The Reader learns how a desire to keep the Dutch image of St. Nicholas alive is cultivated in a satirical "history" of New York by Washington Irving, and solidified in Clement Moore's poem and Norman Rockwell's illustrations.
I also learned how a European practice of the poor accosting the wealthy for holiday gifts and money grew into a merchandising plan for gift buying with Santa Claus at the center. New York featured the first public Christmas tree lighting, inaugurated the outdoor holiday parade (with Macy's becoming Santa's host), and created the concept of the Christmas tree lot, while Woolworth specialized in making Christmas decorating affordable.
Through all of this, there are several other intriguing stories. The prolonged public battle between two scouting organizations (one of which carried firearms) was incredible.
Of course, the heart of the story is how a con man bilked charitable givers for years under the auspices of answering children's Christmas letters to Santa Claus ... a process officially sanctioned by the Postal Service. This initially seemed to have started with good intentions. However, when the opportunity came for publicity and elevated recognition, it was too tempting not to reap the benefits at the expense of others. (At one point, this also involved a not-so-subtle case of blackmailing German Americans into become "givers" or risk being investigated as un-American during the First World War.)
The writer packs an amazing amount of fascinating information without ever becoming pedantic. The pictures provided were very worth the time to study. Ultimately, this was a view of American culture infrequently explored ... which is unfortunate since the impact of this time is still readily felt to this day.
I highly recommend this book.
September 22, 2015
This is a wonderful non-fiction book that reads like fiction. John Duval Gluck was a charity promoter in the 1920's who agreed to take the letters that children wrote to Santa Claus and fulfill their wishes. It is a great portrait of the rise of Christmas and Santa Claus in New York during the 1920's. The author is a relative of Gluck's so there are some great photos in the book.
Read
November 21, 2024Well I found this book incredibly interesting being so soaked in history there's just still something so sad to an individual who would use children and hopes and dreams for personal profit with next to no repercussions.
December 18, 2015
Originally published on my blog at: http://www.literaryfeline.com/2015/12...
Review copy provided by publisher for an honest review.
The Santa Claus Man: The Rise and Fall of a Jazz Age Con Man and the Invention of Christmas in New York by Alex Palmer
Rowman & Littlefield Publishers, 2015
Nonfiction; 320 pgs
In my holiday-themed book craze mood, I decided to add The Santa Claus Man to my list of books to read this Christmas season, wanting something to break up the more sentimental and traditional fiction fare. It proved a good choice. Oh, to have lived and breathed in New York City in 1913, particularly around the holiday season! It must have been quite a year.
David Duval Gluck, Jr., is not well known today, although at one time he was a household name. Once in the family business working in customs and brokerage, Gluck longed for something more. Like many, he wanted recognition and to do something worthwhile with his life. His early attempts were not quite successful, but he was as persistent as he as charismatic, and eventually his efforts paid off.
Nineteen thirteen was a year of change. The United States Postal Service was about to have its busiest Christmas season ever adding parcel shipping to their list of duties. Their past efforts to find someone to play Santa Claus and answer all the letters that came in addressed to the famous Christmas icon had failed, but that year the young and ambitious David Duval Gluck, Jr. stepped up to the plate. The thought of the letters ending up in the Dead Letters section or destroyed was publicly abhorrent, after all. Gluck had the perfect plan designed to connect donors with the letters' recipients, keeping costs down and Christmas spirits high. He worked out a method to ensure no one took advantage of the service, giving to children and families in need being the priority. Gluck's plan worked well on all fronts, although it was not flawless. He formed the Santa Claus Association to give more credence to the cause. He and his volunteers were high from their success and the popularity of the program. It garnered attention far and wide, drawing in celebrities, the wealthy, and powerful figures. The program would bring happiness to children for years to come, bringing people together from all walks of life, all in the name of the Christmas spirit.
Gluck's story is told alongside that of New York's City's growing pageantry of the holiday season, from the evolution of St. Nicholas to Santa Claus and how he is portrayed today. I found myself swept up in the excitement of the times as I read Alex Palmer's nonfiction account of events as they unfolded--the lighting of the Christmas tree in Madison Square Garden and the way it brought together the community--to the efforts to help the needy and poor, especially the children. Business in the City was booming and on the rise during those years. There was new construction, the restructuring of the market district, and small businessman were becoming big ones. Business and life seemed to be flourishing.
Underneath that holiday cheer and well meaning, lay something darker, as it sometimes does when ambition and positive recognition get a taste of success. In Gluck's case, and that of others around him, it was no different. Especially when they realized just how much money could be made all in the name of charity. Charities, after all, were not well regulated at the time.
A lot is said about the United States Boy Scout group, an adversary group to the Boy Scouts of America, a group well respected and still around today. The United States Boy Scout may have begun with pure intentions, but the management's practices were shifty and not above board. Gluck aligned himself with the United States Boy Scout early on in his career with the Santa Claus Association. And, well, you can imagine how that played out.
Alex Palmer packs a lot into this book, which I found both fascinating and informative. While some of the broader historical facts I was aware of, there was much I hadn't known before. Gluck was well liked and loved by many, and no wonder. I could not help but be drawn to Gluck to some degree, even knowing how everything would turn out. He obviously made several bad choices, lied, manipulated, and stole from those less fortunate. And yet I don't think that was his original intention. Does it excuse his behavior? Of course not.
I am glad I added The Santa Claus Man to my reading list this season. I enjoyed the addition of the photos throughout, bringing the time period to the forefront even more so. There was a good balance between being an inspirational read while also being a cautionary tale. Whoever says real life isn't as interesting and entertaining as fiction should take a closer look at history.
Review copy provided by publisher for an honest review.
The Santa Claus Man: The Rise and Fall of a Jazz Age Con Man and the Invention of Christmas in New York by Alex Palmer
Rowman & Littlefield Publishers, 2015
Nonfiction; 320 pgs
In my holiday-themed book craze mood, I decided to add The Santa Claus Man to my list of books to read this Christmas season, wanting something to break up the more sentimental and traditional fiction fare. It proved a good choice. Oh, to have lived and breathed in New York City in 1913, particularly around the holiday season! It must have been quite a year.
David Duval Gluck, Jr., is not well known today, although at one time he was a household name. Once in the family business working in customs and brokerage, Gluck longed for something more. Like many, he wanted recognition and to do something worthwhile with his life. His early attempts were not quite successful, but he was as persistent as he as charismatic, and eventually his efforts paid off.
Nineteen thirteen was a year of change. The United States Postal Service was about to have its busiest Christmas season ever adding parcel shipping to their list of duties. Their past efforts to find someone to play Santa Claus and answer all the letters that came in addressed to the famous Christmas icon had failed, but that year the young and ambitious David Duval Gluck, Jr. stepped up to the plate. The thought of the letters ending up in the Dead Letters section or destroyed was publicly abhorrent, after all. Gluck had the perfect plan designed to connect donors with the letters' recipients, keeping costs down and Christmas spirits high. He worked out a method to ensure no one took advantage of the service, giving to children and families in need being the priority. Gluck's plan worked well on all fronts, although it was not flawless. He formed the Santa Claus Association to give more credence to the cause. He and his volunteers were high from their success and the popularity of the program. It garnered attention far and wide, drawing in celebrities, the wealthy, and powerful figures. The program would bring happiness to children for years to come, bringing people together from all walks of life, all in the name of the Christmas spirit.
Gluck's story is told alongside that of New York's City's growing pageantry of the holiday season, from the evolution of St. Nicholas to Santa Claus and how he is portrayed today. I found myself swept up in the excitement of the times as I read Alex Palmer's nonfiction account of events as they unfolded--the lighting of the Christmas tree in Madison Square Garden and the way it brought together the community--to the efforts to help the needy and poor, especially the children. Business in the City was booming and on the rise during those years. There was new construction, the restructuring of the market district, and small businessman were becoming big ones. Business and life seemed to be flourishing.
Underneath that holiday cheer and well meaning, lay something darker, as it sometimes does when ambition and positive recognition get a taste of success. In Gluck's case, and that of others around him, it was no different. Especially when they realized just how much money could be made all in the name of charity. Charities, after all, were not well regulated at the time.
A lot is said about the United States Boy Scout group, an adversary group to the Boy Scouts of America, a group well respected and still around today. The United States Boy Scout may have begun with pure intentions, but the management's practices were shifty and not above board. Gluck aligned himself with the United States Boy Scout early on in his career with the Santa Claus Association. And, well, you can imagine how that played out.
Alex Palmer packs a lot into this book, which I found both fascinating and informative. While some of the broader historical facts I was aware of, there was much I hadn't known before. Gluck was well liked and loved by many, and no wonder. I could not help but be drawn to Gluck to some degree, even knowing how everything would turn out. He obviously made several bad choices, lied, manipulated, and stole from those less fortunate. And yet I don't think that was his original intention. Does it excuse his behavior? Of course not.
I am glad I added The Santa Claus Man to my reading list this season. I enjoyed the addition of the photos throughout, bringing the time period to the forefront even more so. There was a good balance between being an inspirational read while also being a cautionary tale. Whoever says real life isn't as interesting and entertaining as fiction should take a closer look at history.
December 21, 2016
*****A captivating and brilliant historical account about Christmas and a hustler.*****
I thought "The Santa Clause Man" was an amazingly well researched story peppered with interesting photographs and facts about a man, John Duval Gluck Jr., who, with the best of intentions, tries to rekindle the spirit of Christmas by answering Santa's "dead" letters.
Author, Alex Palmer, has written a very captivating and brilliant historical account about the resurrection of the spirit of Christmas and Santa Clause in New York City during the first few decades of the 1900's, a time of flag-waving, budding movie stars, the boy scouts and a booming commerce-all playing a crucial role in the conniving game plans of John Duval Gluck Jr., a.k.a. the Santa Clause Man. This book is an amazing read, one which highlights the reasons why New York is the epicenter of the Christmas spirit. Recommend it to anyone who loves a great true story.
I thought "The Santa Clause Man" was an amazingly well researched story peppered with interesting photographs and facts about a man, John Duval Gluck Jr., who, with the best of intentions, tries to rekindle the spirit of Christmas by answering Santa's "dead" letters.
Author, Alex Palmer, has written a very captivating and brilliant historical account about the resurrection of the spirit of Christmas and Santa Clause in New York City during the first few decades of the 1900's, a time of flag-waving, budding movie stars, the boy scouts and a booming commerce-all playing a crucial role in the conniving game plans of John Duval Gluck Jr., a.k.a. the Santa Clause Man. This book is an amazing read, one which highlights the reasons why New York is the epicenter of the Christmas spirit. Recommend it to anyone who loves a great true story.
October 26, 2015
Palmer does a great job of delivering narrative that brings the reader into the context of Manhattan at the time the story takes place. The story has several layers to it and several threads throughout, and Palmer expertly weaves them into the fabric of the story. There's a lot here for a reader to take in, so if you love reading history and true crime The Santa Clause man will be sure to please. As a former Boy Scout, I was particularly fascinated about the competition between the BSA and United States Boy Scout groups. A fun and textured read!
December 22, 2025
Recommended by Jocelyn
My fear of being scolded always leaves me baffled when people just…lie, boldly.
My fear of being scolded always leaves me baffled when people just…lie, boldly.
November 10, 2015
Far be it from me to be part of "Christmas creep"; I'm as nauseated as anyone to see holiday decorations dominating stores and Christmas-themed commercials cropping up on tv. But this book was published in, and I read it in, October, and – well, after all, this is how it all began…
I roll my eyes at sentimental movies. That part in the Two Towers film where the whole theatre was filled with the sound of sniffling found me sitting in a boiling fury at the ridiculous schmaltz of it all. I cry at Hallmark commercials, and cannot bear to watch an ASPCA commercial or listen to Kathy Mattea's "Where've You Been". I am basically a hard, cynical shell over a soft and squishy center, simultaneously all kinds of jaded and a huge ball of mush.
So is this book.
It is the tale of what is simultaneously one of the best and worst things, one of the the happiest and most cynicism-inspiring things, about the Yule season in modern times: Yes, Virginia, it's Santa Claus. Herein is the complete evolution of the jolly old elf, from skinny Dutch saint to corpulent reindeer-wrangler, and that's tremendous fun to follow. It’s sad to think that just about a hundred years ago no one would have dreamed of putting Christmas merchandise in a store in September… Can you imagine? No commercials targeting children (no commercials, period!), and no commercialization – Christmas treated as a family celebration. A religious holiday! Remarkable.
As a sidebar to the main story, The Santa Claus Man depicts the death of that mindset.
It also depicts the death (sorry: spoiler) of the United States Boy Scout. Not the Boy Scouts of America, mind you – they're alive and well. No, a hundred years ago there were two organizations, and the one you've probably never heard of, the one whose boys used to carry guns, the USBS was the one who became involved with the Santa Claus Association – and with whom John Duvall Gluck became more and more involved, leading to the downfall of all of the above.
It's a fascinating story, a portrait of New York City in the teens and 20's, of philanthropy and greed, of goodwill to all blended with casual racism, of propaganda and duplicity and heartfelt sentiment, the greatest wealth and the deepest poverty and the interaction between the two. It's an absolute validation for all the cynicism the most world-weary cynic can bring to bear … but there's also a fair amount to feel warm and fuzzy about. Funny old world, isn't it, where the two are so inseparable? The beginning of the story, as this one man decides to do something about all those children's letters to Santa Claus which landed in the dead letter office every year, actually brought a lump to my throat.
The end did too, but by then it was nausea.
Something that bothered me all through the book – due to that squishy center, I guess – was this sort of sentiment: “There are thousands of folk willing and anxious to help make the Yuletide happy for children". That's wonderful, I kept thinking, but – where are those thousands of folk the rest of the year? Isn't there a certain terrible irony to the idea that impoverished children might receive a toy they wished for – but not have enough blankets on their beds?
Gluck received a letter from the personal secretary of William Kissam Vanderbilt, inheritor of $55 million from his father, Grand Central Railroad owner William H. Vanderbilt. Gluck likely tore open the envelope with excitement, curious what the rich man might be offering the association. “Dear Sir,” read the letter. “Mr. Vanderbilt requests me to send you the enclosed check amounting to $10, his contribution towards your Santa Claus fund.”
This is a terrific read, very well-written and meticulously researched, never pulling a punch no matter whose relation Gluck was. But be warned: despite the title and the topic, this isn't really a cozy Yuletide read, not the sort I've always looked for to read by the light of the Christmas tree.
This was received from Netgalley for an honest review - thanks!
I roll my eyes at sentimental movies. That part in the Two Towers film where the whole theatre was filled with the sound of sniffling found me sitting in a boiling fury at the ridiculous schmaltz of it all. I cry at Hallmark commercials, and cannot bear to watch an ASPCA commercial or listen to Kathy Mattea's "Where've You Been". I am basically a hard, cynical shell over a soft and squishy center, simultaneously all kinds of jaded and a huge ball of mush.
So is this book.
It is the tale of what is simultaneously one of the best and worst things, one of the the happiest and most cynicism-inspiring things, about the Yule season in modern times: Yes, Virginia, it's Santa Claus. Herein is the complete evolution of the jolly old elf, from skinny Dutch saint to corpulent reindeer-wrangler, and that's tremendous fun to follow. It’s sad to think that just about a hundred years ago no one would have dreamed of putting Christmas merchandise in a store in September… Can you imagine? No commercials targeting children (no commercials, period!), and no commercialization – Christmas treated as a family celebration. A religious holiday! Remarkable.
As a sidebar to the main story, The Santa Claus Man depicts the death of that mindset.
It also depicts the death (sorry: spoiler) of the United States Boy Scout. Not the Boy Scouts of America, mind you – they're alive and well. No, a hundred years ago there were two organizations, and the one you've probably never heard of, the one whose boys used to carry guns, the USBS was the one who became involved with the Santa Claus Association – and with whom John Duvall Gluck became more and more involved, leading to the downfall of all of the above.
It's a fascinating story, a portrait of New York City in the teens and 20's, of philanthropy and greed, of goodwill to all blended with casual racism, of propaganda and duplicity and heartfelt sentiment, the greatest wealth and the deepest poverty and the interaction between the two. It's an absolute validation for all the cynicism the most world-weary cynic can bring to bear … but there's also a fair amount to feel warm and fuzzy about. Funny old world, isn't it, where the two are so inseparable? The beginning of the story, as this one man decides to do something about all those children's letters to Santa Claus which landed in the dead letter office every year, actually brought a lump to my throat.
The end did too, but by then it was nausea.
Something that bothered me all through the book – due to that squishy center, I guess – was this sort of sentiment: “There are thousands of folk willing and anxious to help make the Yuletide happy for children". That's wonderful, I kept thinking, but – where are those thousands of folk the rest of the year? Isn't there a certain terrible irony to the idea that impoverished children might receive a toy they wished for – but not have enough blankets on their beds?
Gluck received a letter from the personal secretary of William Kissam Vanderbilt, inheritor of $55 million from his father, Grand Central Railroad owner William H. Vanderbilt. Gluck likely tore open the envelope with excitement, curious what the rich man might be offering the association. “Dear Sir,” read the letter. “Mr. Vanderbilt requests me to send you the enclosed check amounting to $10, his contribution towards your Santa Claus fund.”
This is a terrific read, very well-written and meticulously researched, never pulling a punch no matter whose relation Gluck was. But be warned: despite the title and the topic, this isn't really a cozy Yuletide read, not the sort I've always looked for to read by the light of the Christmas tree.
This was received from Netgalley for an honest review - thanks!
October 22, 2015
The Santa Claus Man by Alex Palmer Before the charismatic John Duval Gluck, Jr. came along, letters from New York City children to Santa Claus were destroyed, unopened, by the U.S. Post Office. Gluck saw an opportunity, and created the Santa Claus Association. The effort delighted the public, and for 15 years money and gifts flowed to the only group authorized to answer Santa’s mail.
This book is not only about John Gluck and the Santa Claus Association but also about New York City history. There are stories involving stolen art, phony Boy Scouts, a kidnapping, pursuit by the FBI, a Coney Island bullfight, the country's first citywide Christmas tree and Macy's first grand holiday parade.
This seasonal read is perfect for Santa Claus lovers and history buffs.
This book is not only about John Gluck and the Santa Claus Association but also about New York City history. There are stories involving stolen art, phony Boy Scouts, a kidnapping, pursuit by the FBI, a Coney Island bullfight, the country's first citywide Christmas tree and Macy's first grand holiday parade.
This seasonal read is perfect for Santa Claus lovers and history buffs.
November 23, 2015
Following the rise and fall of John Duval Gluck, Jr., aka The Santa Claus Man, Alex Palmer’s new book offers a unique behind-the-scenes look at some of the people who first organized the kinds of Christmas celebrations we’ve all come to know and love.
From humble beginnings, operating out of a back room in Henkel’s Chop House, Gluck first took on the task of responding to hundreds of letters addressed to Santa by area children with a sense of pride and the Christmas spirit. But, as with all tales of power, corruption lurks beneath the surface, and it’s only a matter of time before Santa’s Secretary becomes enmeshed in a web of deceit.
To read the rest of my review, check out my blog post at Buttontapper Press: http://buttontapper.com/2015/11/23/ch...
From humble beginnings, operating out of a back room in Henkel’s Chop House, Gluck first took on the task of responding to hundreds of letters addressed to Santa by area children with a sense of pride and the Christmas spirit. But, as with all tales of power, corruption lurks beneath the surface, and it’s only a matter of time before Santa’s Secretary becomes enmeshed in a web of deceit.
To read the rest of my review, check out my blog post at Buttontapper Press: http://buttontapper.com/2015/11/23/ch...
October 25, 2015
The Santa Claus Man is an excellent accounting of both how Santa became an intricate part of the American Christmas Scene and also was great telling of the story of the first Santa Claus of New York with the ups and downs of the charitable organization he built to bring Santa to New York in the 1920s. The story is well written. The book is filled with pictures procured from newspapers and organizational filfilesI found The Santa Claus Man to be well worth the read. This book received a FOUR STAR rating from this humble reviewer.
A copy of the book was provided to me by Net Galley in exchange for a fair and honest review.
A copy of the book was provided to me by Net Galley in exchange for a fair and honest review.
December 30, 2015
Alex Palmer hit a home run with his book The Santa Claus Man. His focus is primarily on John Duval Gluck, the man who created (and ruined) the Santa Claus Association in New York, though he does provide context to other areas of Christmas traditions and the history of Santa Claus. The book it witty, suspenseful and it makes you both empathize and dislike Gluck for his actions. Even though Palmer is related to Gluck, he writes it in such a way as to be neutral and let the character take care of himself. He is neither apologetic nor sympathetic to his uncle but instead treats him fairly. Palmer has definitely earned a 5-star rating for this work.
January 2, 2017
I've had this book for months and months as an ARC from NetGalley and I'm finally finishing it now. Once I got into the actual story about the Santa Claus Association, MY interest was piqued. Full review to come.
+++++++++
See my full review on my blog at http://allthebookblognamesaretaken.bl... or www.facebook.com/AllTheBookBlogNamesA...
+++++++++
See my full review on my blog at http://allthebookblognamesaretaken.bl... or www.facebook.com/AllTheBookBlogNamesA...
December 15, 2015
This is a must read for the Christmas season! This fit my interest and passion for learning about early 20th century New York, and a little known character of questionable objectives. The Santa Claus Man highlights the life of
John Duval Gluck jr. who created The Santa Claus Association. I will leave it up to my fellow readers if "Santa's secretary" belongs on the naughty or nice list.
John Duval Gluck jr. who created The Santa Claus Association. I will leave it up to my fellow readers if "Santa's secretary" belongs on the naughty or nice list.
September 30, 2015
Very crazy stuff that nowadays could never happen. There is no more whimzy crime now that technology has evaded our lives. Its even worse stuff that happens now!
July 8, 2019
What could be more innocuous than a letter to Santa? And then for such letters to be used by this man to further his own agenda. I had no sympathy for this man Gloch in hearing his sometimes hilarious and other times tragic story. But what did keep me reading was the evolution of Christmas as at first a German holiday that was trying to make in-roads into the American culture. The fact that it succeeded is witnessed every year at Thanksgiving with the onset of not just a holiday that takes place one day a year but now has evolved to last an entire season Beginning roughly with Halloween and continuing on until the Super Bowl or in some areas of the U.S. on toward Mardi Gras. Gloch is almost single-handedly responsible for the way we all celebrate Christmas today whether it was an institution that he suggested or practices that developed in response to something he did or said.
This book gives us a clear look at the time he practiced his malfeasance, other things going on at the same time, such as the first world war (in which Christmas almost died because of its association with Germany) and the invention of Clement Moore's famous book "The Night Before Christmas" aka "A visit from St. Nick" which he wrote while on his way to the old mass market in New York City. It paints a much different picture than a recent cartoon rendition of how that famous poem came about.
If you are interested in the history of New York, or the history of Christmas, or just want to gasp at how hideously manipulative some people can be, then read this book. Otherwise, skip it. It's not that good!
This book gives us a clear look at the time he practiced his malfeasance, other things going on at the same time, such as the first world war (in which Christmas almost died because of its association with Germany) and the invention of Clement Moore's famous book "The Night Before Christmas" aka "A visit from St. Nick" which he wrote while on his way to the old mass market in New York City. It paints a much different picture than a recent cartoon rendition of how that famous poem came about.
If you are interested in the history of New York, or the history of Christmas, or just want to gasp at how hideously manipulative some people can be, then read this book. Otherwise, skip it. It's not that good!
September 25, 2017
The Santa Claus Man, John Gluck, Jr., was a fraud. He was also a distant relative of the author who goes easy on him in this book. Mr. Gluck had delusions of greatness. He persuaded the New York City post office to deliver children's letters to Santa directly to his organization, formed for the purpose of fulfilling wishes of the underprivileged. For 15 years he continued lining his own pockets with the donations of kindly New Yorkers. He also had other schemes going. In the early twentieth century there were two rival boy scout associations. One focused on building character. The other was an armed militia with shady goals and even shadier finances. Guess which one Mr. Gluck was involved with. The book highlights a period when America was awakening to the economic power of Christmas before it became a retail juggernaut. I wish we could return to those days.
December 17, 2018
Not quite 4 stars, but definitely more than 3, and even more than 3.5, so 4 stars it is.
I picked this up in The Strand, NYC's famous bookstore, because I was looking for a book to do with the city's history. This seemed like a good option.
This is a non-fiction account of the public relations guy who got the NYC post office to give his "charity" all the Santa letters that were going to the Dead Letter Office. Starting with noble intentions, and a genuine desire to help poor kids, his legitimate charity soon turned into everything he initially hated: a money-grubbing sham that helped no one.
I loved all the extra historical information that the author included about the city, including information on the Macy's parade and Blackwell Island. The book was well-researched and definitely gave me insight into a heretofore unknown nugget of local color and history.
I picked this up in The Strand, NYC's famous bookstore, because I was looking for a book to do with the city's history. This seemed like a good option.
This is a non-fiction account of the public relations guy who got the NYC post office to give his "charity" all the Santa letters that were going to the Dead Letter Office. Starting with noble intentions, and a genuine desire to help poor kids, his legitimate charity soon turned into everything he initially hated: a money-grubbing sham that helped no one.
I loved all the extra historical information that the author included about the city, including information on the Macy's parade and Blackwell Island. The book was well-researched and definitely gave me insight into a heretofore unknown nugget of local color and history.
March 16, 2022
This was a very interesting history of New York from 1913 to 1927. I’ve always wondered how Santa Claus and the Christmas as we know it developed over the years. This was the story of John Duval Gluck who founded the Santa Claus Association in New York. Maybe his intentions were honorable when he first began, but Gluck liked being in the media and on people’s tongues too much as time went on. He was a boaster, inflated his education/status and spent much more of the organization’s money than advertised. Basically, he was a con man who started many non-profit organizations, draining them all for himself. I enjoyed the history, but it read a little slow. Took almost a month for me to get through it.
This entire review has been hidden because of spoilers.
November 21, 2025
This begins just before WWI and continues to the end of the 1920s. John Gluck wanted to do something important and noteworthy. He seems to have started with good intentions, and when he "went bad" he hadn't gotten in with a bad crowd. He just decided he wanted more. More money more recognition, more opportunities to mingle with the elite, movie stars, politicians, the wealthy of early 20th century New York. And it worked for him for more than a decade.
Interesting history of Santa Claus in New York, the traditions that grew up around him including the Santa Claus Association. Also interesting stuff about the Boy Scouts and early competition with a more militant group of Scouts.
Audio read by Eric Michael Summerer. Audie Award nominee and Audio file Earphones Award winner.
Interesting history of Santa Claus in New York, the traditions that grew up around him including the Santa Claus Association. Also interesting stuff about the Boy Scouts and early competition with a more militant group of Scouts.
Audio read by Eric Michael Summerer. Audie Award nominee and Audio file Earphones Award winner.
December 1, 2018
Fascinating slice of plum pudding that breezes through the exploits of a shrewd marketeer during the birth of New York City’s commercialization of Christmas. Palmer’s fluid writing is a breezy read, yet still exhaustively researched. He keeps the narrative entertaining and, although he is exposing the antics of a distant relative, manages to remain unbiased in his chronicle of his great-granduncle’s often nefarious exploits. A fine holiday addition to the stories and history of NYC’s most amazing decades.
December 28, 2021
I definitely learned some interesting facts, but ultimately it was a bit of a slog to listen to, and I didn't really enoy the narrator's voice. There was more detail than I wanted especially about Gluck's dealings with the United States Boy Scouts. I was interested to learn about their existence (versus the BSA) but didn't need all the details. Ultimately I was hoping for more of a history of how our modern Christmas has come to be as it is, and while much of that was in there, I think I would have enjoyed the information in a long, illustrated internet article, versus an entire book.
December 15, 2024
My Christmas 2024 reading began with this nonfiction tale of a fraudster who ran a high-profile Christmas charity in New York City. A couple of factual errors at the beginning (South African cannibals? Pretty sure that was supposed to be South American.) and some bad mispronunciations by the audiobook narrator had me worried at first, but things settled down.
I'm always happy to learn anything about life in NYC in the first half of the 20th century, so this filled the bill on that. Plus a little Christmas cheer among the bad behavior.
I'm always happy to learn anything about life in NYC in the first half of the 20th century, so this filled the bill on that. Plus a little Christmas cheer among the bad behavior.
December 20, 2020
While I did get some interesting facts from this book, I think I'd only give it 2.5 stars. I just found it kind of jumped around from time to time and was sluggish at points. I learned some things, but it wasn't the most enjoyable read for me. However, people who knew about the con man before reading this would possibly enjoy it more than I did as it is a deep dive into a subject that I'm sure interests some.
Displaying 1 - 30 of 96 reviews