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Seasonal Decorations Act as a Low-cost, Non-prescription Anti-depressant for Americans

Typical U.S. household spent just under $20 buying seasonal and holiday decorations in 2006

Stevens, PA May 22, 2007 - 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 research 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 all-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, 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 of holiday and seasonal decorations by holiday and type of decoration;
Holidays and Events that Stimulate Decorations Purchases: what holidays consumers decorate for; whether they focus their decorations inside and/or outside of the home;what holidays they purchased decorations for in 2005 and 2006; and the types of items they bought;
Types of Decorations consumers use for each holiday and events, including Valentine's Day, Easter, Halloween, Christmas and other major holidays, as well as parties and other events;
Spending: How much they spent buying decorations for each holiday;
Where They Shop for decorations;
Personalities of five different decorators;
Trends in the decorations market and key opportunities for marketers now and in the future.

To order a copy or to learn more about the study, use this link http://www.unitymarketingonline.com/cms_christmas/

For media: Charts, tables and graphs are available on request.

About Pam Danziger and Unity Marketing
Pamela N. Danziger is an internationally recognized expert specializing in consumer insights, especially for marketers and retailers that sell luxury goods and experiences to the masses or the �classes.' She is president of Unity Marketing, a marketing consulting firm she founded in 1992.

Advising such clients as Cartier, PPR, Diageo, Stearns & Foster, Waterford/Wedgwood, Prudential Fine Homes, Ritz Carlton, Orient-Express Hotels, The World Gold Council, The Conference Board and American Express, Danziger taps consumer psychology to help clients navigate and master the changing luxury consumer marketplace.

In recognition of her ground-breaking work in the luxury consumer market, Pam received the Global Luxury Award presented by Harper's Bazaar for top luxury industry achievers in 2007.

Her latest book is Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience, published by Kaplan Publishing in October 2006. Her other books include Let Them Eat Cake: Marketing Luxury to the Masses-as well as the Classes, (Dearborn Trade Publishing, $27, hardcover) and Why People Buy Things They Don't Need: Understanding and Predicting Consumer Behavior (Chicago: Dearborn Trade Publishing, 2004).

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