My investigation into a viral news story circulating one year ago this week, about a black mall Santa reportedly deluged with racist hate. It was tragic and sad–and fictional: “The real tragedy is what was done to Larry Jefferson, whose role as the Mall of America’s first black Santa has been tainted by a social media-created controversy. Instead of being remembered for bringing joy to kids he will forever be known for enduring a (fictional) deluge of racist hatred. The true story of Jefferson’s stint as Santa is exactly the opposite of what most people believe: He was greeted warmly and embraced by people of all colors and faiths as the Mall of America’s first black Santa.”

One year ago , amid the encroaching commercialization of Christmas, Black Friday sales, and annual social media grumblings about the manufactured controversy over whether “Merry Christmas” or “Happy Holidays” is appropriate, an ugly episode of racial hatred tainted the beginning of the 2016 holiday season.

It began when the Mall of America hired a jolly bearded man named Larry Jefferson as one of its Santas. Jefferson, a retired Army veteran, is black–a fact that most kids and their parents neither noticed nor cared about. The crucial issue for kids was whether a Playstation might be on its way or some Plants vs. Zombies merchandise was in the cards given the particular child’s status on Santa’s naughty-or-nice list. The important thing for parents was whether their kids were delighted by the Santa, and all evidence suggests that the answer was an enthusiastic Yes. “What [the children] see most of the time is this red suit and candy,” Jefferson said in an interview. “[Santa represents] a good spirit. I’m just a messenger to bring hope, love, and peace to girls and boys.”

The fact that Santa could be African-American seemed self-evident (and either an encouraging sign or a non-issue) for all who encountered him. Few if any people at the Mall of America made any negative or racist comments. It was, after all, a self-selected group; any parents who might harbor reservations about Jefferson simply wouldn’t wait in line with their kids to see him and instead go somewhere else or wait for another Santa. Like anything that involves personal choice, people who don’t like something (a news outlet, brand of coffee, or anything else) will simply go somewhere else–not erupt in protest that it’s available to those who want it.

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