what in the sam hill
People began using the term "what in the Sam Hill?" to describe something they found odd or unusual, just like the inventory found in Sam Hill's store. The original Sam Hill Mercantile building still stands on Montezuma Street in Prescott, Arizona, and is listed on the register of Historic Places.
https://en.wikipedia.org/wiki/Sam_Hill_(euphemism)#:~:text=People%20began%20using%20the%20term,the%20register%20of%20Historic%20Places.