Press
Release
Americans
Will 'Deck the Halls' to the Tune of $8 billion
Inflatables are the hot new outdoor decoration this holiday season;
indoors the trend toward multiple Christmas trees encourages decorators
to explore new color schemes
Stevens,
PA November 28, 2004—'Black Friday,' the day after Thanksgiving,
not only ushers in the official start of the holiday shopping season.
It also is the date when people turn on their annual outdoor Christmas
lighting displays, according to research from Unity Marketing.
This year Americans will spend $7,966 million on Christmas and Hanukah
decorations, up 5 percent from the $7,587 million spent last year. "Christmas
is the pinnacle of the annual decorating season. About two-thirds of
American households will purchase new decorations this holiday season,"
says Pam Danziger, president of Unity Marketing and author of Why
People Buy Things They Don't Need.
"New holiday decorating concepts give people a reason to buy each
season. This year the hot new decorations for outside are lighted inflatables
that depict various Christmas-themed and licensed characters as oversized
vinyl ballons.
"For inside, the new looks are traditional ornaments rendered in
new gem-like colors. While traditional Christmas red and green still
dominates, decorators are experimenting with different color schemes,
such as burgundy, blue, sage green, purple, pastels, and pinks, on one
of their multiple Christmas trees.
"Many families today are going for multiple trees, with an old-fashioned
family tree in the den, but more fashion-forward decorative trees in
the living room, dining room, foyer, and other public spaces. And more
families are spreading the holiday cheer to the bedroom too, with personal
trees placed in each bedroom," Danziger says.
Ultimately there is only one reason why people decorate their home for
the holidays: Decorations gives an emotional lift and stimulate a mood
for celebration. Danziger explains, "People today are expressing
a growing desire to use seasonal decorations to create a mood to enhance
their enjoyment of different holidays. This represents a bright marketing
opportunity for companies that bring innovation and creativity to enhance
people's holiday celebrations."
To learn more about consumers' passion for decorations and how marketers
and retailers can maximize their opportunities to sell to this market,
Unity Marketing conducted a survey among 1,000 U.S. households that
decorate their home for different holidays. Included in the survey were
questions about their decorating plans for the coming Christmas 2004
season. Highlights follow.
Majority of households will buy new Christmas decorations for the
2004 season
Over two-thirds of the decorating households will purchase new decorations
for the Christmas 2004 season and expect to spend $115 buying decorations,
about the same as last year.
Decorating gets you in the mood to celebrate, while favorite decorations
bring back memories
People decorate for the holidays to get them in the mood for a happy,
memorable celebration. Nearly three-fourths of decorators agree with
the statement, "Decorating my home gets me in the mood for celebrating
and having fun."
While decorating looks into the future, it is also nostalgic. Bringing
out decorations from yesteryear rekindles fond memories. Nearly 70 percent
of decorators agree, "I love to bring out my favorite decorations
from years gone by; they are like old 'friends' and bring back wonderful
memories."
Christmas decorations shoppers will turn first to discount department
stores
Nearly all decorations shoppers (89 percent) expect to shop at discount
department stores for new holiday decorations. Trailing far behind in
second place are craft and hobby stores, where 49 percent of shoppers
expect to look for new decorations.
Candles are top inside decoration for Christmas 2004
Number one on decorators' indoors decorations shopping list are candles
and accessories, followed by: 2) paper and party decorations; 3) garlands,
roping, swags, ribbons; 4) live poinsettia plants; and 5) collectible
Christmas tree ornaments. Christmas lights, the most purchased indoor
decoration last year, didn't make the top of the planned purchase list,
suggesting that lights are an impulse item.
About one-third of Christmas decorators expect to buy a live Christmas
tree this year; 11 percent will purchase an artificial tree.
Outside Christmas lights will brighten this year's celebrations
More than half of the decorators plan on purchasing more regular or
miniature outdoor Christmas lights this year; 40 percent plan to buy
the new icicle or special feature outdoor lights. Ribbons and bows are
also at the top of the outdoor decorators' shopping list.
Traditional Christmas Red and Green is favorite decorating color
Nearly 70 percent of decorators plan to decorate with traditional Christmas
red and green. Gold will be the top metallic accent color, while white
and silver will also be popular. Burgundy red will be chosen by one-third
of decorators.
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.
About Pam Danziger and Unity Marketing
Pamela N. Danziger is a nationally recognized expert specializing in
consumer insights with special emphasis on the luxury market. She is
president of Unity Marketing, a marketing consulting firm she founded
in 1992. Advising such clients as Lenox, Cartier, Herend, Crystal Cruises,
Spring Air, Sears, The World Gold Council, The Conference Board and
American Express, Danziger taps consumer psychology to help clients
navigate and master the changing luxury marketplace. She is the author
of the recent book, Why People Buy Things They Don't Need: Understanding
and Predicting Consumer Behavior (Chicago: Dearborn Trade Publishing,
2004). Her new book, Let Them Eat Cake: Marketing Luxury to the Masses—as
well as the Classes, (Dearborn Trade Publishing, $27, hardcover)
will be in book stores January 2005.
She has appeared on CNN's In the Money, NBC's Today Show, CNBC, CNNfn,
CBS News Sunday Morning, Fox News, NPR's Marketplace and is frequently
called upon by the Wall Street Journal, New York Times, American
Demographics, Women's Wear Daily, Forbes, USA Today, Associated Press,
Los Angeles Times, Chicago Tribune for commentary and insight. Unity
Marketing publishes market research and consumer insight studies on
the luxury market, jewelry, garden, pet accessories, home furnishings,
gifts and collectibles, greeting card and stationery, tabletop, art
and wall décor markets, as well as the Luxury Business
newsletter.
For media, Unity Marketing can make tables, charts and graphs available
about luxury consumer confidence upon request.
Contact: Pam Danziger, 717-336-1600
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