Children might have also seen Krampus running through the street during a Krampuslauf—literally, a “Krampus run.” If Krampusnacht was a way to scare kids into behaving themselves, the Krampuslauf, which isn’t tied to a specific day, was a way for grown men to blow off steam while probably still scaring kids. Austrian men would get drunk and run through the streets dressed as the fearsome creature. Like Krampusnacht, the Krampuslauf tradition continues to the present day. For over a century, most Americans probably never saw a Krampus card or even knew who Krampus was. That changed in 2004, when art director and graphic designer Monte Beauchamp published a book of Krampus cards and helped organize an art show inspired by the cards. The introduction of mass visual media couldn’t help but sweep the charismatic Krampus up in its wave. When the postcard industry experienced a boom in Germany and Austria in the 1890s, it opened the way for Krampuskarten.

Whether or not Beauchamp is primarily responsible for introducing Krampus cards to the U.S., Krampus has since become a sort of ironic icon in America. Etsy has a whole section of items inspired by classic Krampus cards. And if you don’t have time to send cards, you can buy an ugly Krampus sweater to wear to your local Krampus party or Krampuslauf. Krampus’ popularity in the U.S. arguably peaked with the 2015 feature film Krampus, which shouldn’t be confused with the many other low-budget Krampus movies.