Seasonal Decorations Report 2007 Update:

The Who, What, Where, How Much and Why of Seasonal and Holiday Decorating

Holiday decorations exist for one reason only:  they are fun and give people pleasure.  And given their relatively low price, they are 'cheap thrills' for almost everyone.  In 2006 the typical American household spent just under $20 buying seasonal or holiday decorations, according to a new consumer insights study by Unity Marketing about the holiday and seasonal decorations market. That contributed to a 5.9 percent increase in the market for seasonal and holiday decorations in 2006 as compared to 2005.  

Commenting on the results of the new seasonal decorations consumer insights study, Pam Danziger, president of Unity Marketing and author of the new book Shopping:  Why We Love It and How Retailers Can Create the Ultimate Customer Experience, says, "Decorations are a perfect example of things we buy that we don't need, yet we desire them because they add immeasurably to our enjoyment of holiday and family celebrations.  Since boosting our mood is their primary function, decorations are really a low-cost, non-prescription alternative to anti-depressants." 

While Christmas accounts for the largest share of the total decorations market, some 48 percent overall, the fastest growing holidays for decorating the home were July 4th; Halloween, Thanksgiving, Labor Day/Back-to-School and summer seasonal decorations. 

"With more Americans buying decorations for their summer and fall celebrations, the decorations market is rapidly expanding beyond its fourth quarter emphasis to be a truly year-round market.  Savvy retailers and manufacturers should take note of this important shift, since they continue to remain focused on Christmas as the main focus of seasonal decorating.  As usual, consumers have a lot to teach marketers about what they want," Danziger says.  

Introduction to Seasonal Decorations Report, 2007

The objective of this study is to help decorations marketers and retailers better understand the market for holiday and seasonal decorations.  Based upon research among active holiday and seasonal decorators, including surveys among more than 2,000 consumers each in 2005 and 2006 and an in-depth study conducted in 2004, this report focuses on market opportunities available to product manufacturers and retailers to help consumers with their holiday and seasonal decorating needs.

With a focus on the consumer, their needs, desires and preferences, this research study includes research data and statistics about:

• Market Size and Growth -- The report breaks down sales in the $19.3 billion retail industry by holiday and season, by type of indoor and outdoor decorations and channels of distribution.  It also provides growth statistics from 2003 to 2006 and sales projections through 2015.
• Holidays and Events that Stimulate Decorations Purchases -- Provides details about decorations buyer demographics, the holidays they decorate for, attitudes about decorating, what decorations they purchased and how much they spent.  
• Types of Decorations -- Reports on details concerning what consumers use for each holiday and event, including Valentine’s Day, Easter, Halloween, Christmas and other major holidays, as well as parties and other events.
• Top Brands and Competitors --  The report profiles key competitors in the holiday and decorations market, including:
• American Greetings and Carlson Cards;
• Boyds Bears/Boyds Collection;
• Bronner's;
• Walt Disney Company;
• Demdaco, including Silvestri;
• Enesco;
• Hallmark;
• Kurt Adler;
• Lenox Group, including Department 56;
• Midwest of Cannon Falls;
• Old World Christmas;
• Pacific Rim;
• Precious Moments;
• Rauch Industries including Christopher Radko;
• Things Remembered; and
• Yankee Candle.  
• Where They Shop -- Which stores they favor and the  key factors that influence shoppers in their store selections for decorations shopping.
• Personalities --  Provides profiles of five different types of seasonal decorators and provides guidance to marketers in how to use these psychographic insights to sell more.
• Trends in the Market for Decorations -- Identifies five key opportunities for marketers now and in the future, as well as an important marketing vulnerability marketers must be careful to avoid.