Make him sit on Santa's lap.
I kid you not I've never felt more of a worse/guilty parent in my life. I vow never to put a screaming child on Santa's lap. (Max wasn't screaming. He was actually super cooperative and didn't cry at all, he was just as hunched over as much as possible trying to stay as far away as possible from this guy. His face got more sad and more scared as the seconds passed by. I felt so terrible watching.)