I imagine the actual profit mostly comes from increased traffic and shoppers. People show up to see the Santa show, and spend while they are there. Increased sales, means happy stores, otherwise stores are leaving malls in droves. The only malls that seem to be keeping stores, here, are malls that are putting forth a great effort to keep bringing people in. Malls are suck a 1980's thing. New commercial architectural store designs here lean towards the outdoor malls, with transit systems. So, traditional malls are having to work hard to keep the stores inside them.