1. Check whether other people have written about it (google 'goth santa')
2. Estimate the prevalence of this odd idea ("Results 1 - 10 of about 1,460")
3. Find illustrations to convey concept to others (my pick from Google Images)
In previous decades, this would've taken several months of intensive library research, a letter-writing campaign, and a commissioned artist. Today, thanks to the Miracle of the Internet, it takes only a few minutes' work to convey my holiday horrors, all with a minimum of fuss and bother.