Curiously, traditional (Orthodox) Jews cannot use umbrellas on the Sabbath Day. http://wiki.answers.com/Q/Are_orthodox_Jews_allowed_to_use_a...
It's common to see religious people going to the synagogue in raincoats in the Shabbat in neighbourhoods with a large Jewish community.
Anyway, this is not the point of the article.
[1]: http://en.wikipedia.org/wiki/Eruv
EDIT: The guy can sell umbrellas in the religious services in other days which are not holidays or shabbats, there are three religious services each day, the maariv, the shacharit and the mincha.