Fourth of July Is Top Holiday for Outdoor-Only Decorating

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The "Fourth" is the fifth most important holiday for decorating

Stevens, PA June 25, 2004 - Christmas may be tops in all-around home decorating, but when it comes to outdoor displays alone, the Fourth of July is the most important decorating holiday, according to a new study about holiday and seasonal decorating from Unity Marketing. (www.unitymarketing.com)

Out of the $14.1 billion spent on seasonal and party decorations in 2003, consumer spending on the Fourth of July accounted for $640 million in total sales.

"This year we expect about 40 percent of American households to show their patriotic spirit on the Fourth of July. While the focus of their decorating will be outside, just over 10 percent of the Fourth of July decorators also show their colors inside the home as well," says Pam Danziger, president of Unity Marketing and author of Why People Buy Things They Don't Need.

Decorating gets people in the mood to celebrate

Decorating one's home for the holiday or season stimulates a mood of celebration. Nearly three-fourths of the 1,000 active seasonal decorators surveyed agree with the statement, "Decorating my home gets me in the mood for celebrating and having fun."

"Decorating our homes for a holiday gives us an emotional boost. That is why more and more people are taking time out of their busy schedules to hang flags and banners, string lights and make centerpieces to get them into the mood for a party," Danziger explains.

Purchases of new decorations for the Fourth predicted to go up

In the Unity survey some 18 percent said they purchased new decorations for last year's Fourth of July celebrations, while 24 percent indicated they were very or somewhat likely to buy new decorations this year. When they shop, they are most likely to look for flags and banners, as well as ribbons and bows and outdoor lights to add to the festive mood. They turn first to discount department stores for their holiday decorations purchases.

Unity Marketing's new study, Holiday Decorating Report, 2004: The Who, What, Where, How Much, and Why of Holiday and Seasonal Home Decorating, studies the decorating and purchase behavior of consumers. It reveals details about which holidays they decorate their homes and what kind of decorations they use. It also provides detail data about purchases for 11 major decorating holidays, as well as party decorating. Attitudes about why people decorate for their home are also included.

A special 'future vision' section profiles Christmas 2004 decorations buying plans. Did you know that about 10% of decorations buyers are already shopping for new holiday decorations? Or that traditional Christmas red and green will be the 'hot' new/old color for this year's holiday celebrations?

For more information about the study, follow this link, or visit Unity Marketing Online.

About Unity Marketing
Founded in 1992, Unity Marketing (www.unitymarketingonline.com) is a marketing consulting firm that specializes in consumer insights for luxury marketers. Pam Danziger is the company's founder and author of Why People Buy Things They Don't Need ( Chicago : Dearborn Trade Publishing, 2004) which uncovers the motivations, desires and emotional needs that drive consumers to buy. Unity also publishes market research studies on the luxury market, jewelry, garden, pet accessories, home furnishings, gifts and collectibles, greeting card and stationery, tabletop, art and wall d�cor markets, as well as the Luxury Business newsletter. Pam is currently working on her second book, Let Them Eat Cake: Marketing Luxury to the Masses - as well as the Classes, to be published in 2005.

For media, Unity Marketing can make tables, charts and graphs available about consumer holiday decorating and spending upon request.

Contact: Pam Danziger, 717-336-1600

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