Americans Will 'Deck the Halls' to the Tune of $8 billion, according to Unity Marketing.STEVENS, Pa. -- Inflatables Are the Hot New Outdoor Decoration This Holiday Season; Indoors the Trend toward Multiple Christmas Trees Christmas tree Evergreen tree, usually decorated with lights and ornaments, to celebrate the Christmas season. The use of evergreen trees, wreaths, and garlands as symbols of eternal life was common among the ancient Egyptians, Chinese, and Hebrews. Encourages Decorators to Explore New Color Schemes '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 according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. 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 o·ver·size n. 1. A size that is larger than usual. 2. An oversize article or object. adj. o·ver·size also o·ver·sized Larger in size than usual or necessary. vinyl ballons. "For inside, the new looks are traditional ornaments Ornaments are a frequent embellishment to music. Sometimes different symbols represent the same ornament, or vice versa. Different ornament names can refer to an ornament from a specific area or time period. 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 Noun 1. sage green - the color of sage leaves green, viridity, greenness - green color or pigment; resembling the color of growing grass , 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. For more information about the study, follow this link http://www.unitymarketingonline.com/reports2/christmas/ or visit www.unitymarketingonline.com 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 Noun 1. consulting firm - a firm of experts providing professional advice to an organization for a fee consulting company business firm, firm, house - the members of a business organization that owns or operates one or more establishments; "he worked for a 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 American Express (NYSE: AXP), sometimes known as "AmEx" or "Amex", is a diversified global financial services company, headquartered in New York City. The company is best known for its credit card, charge card and traveler's cheque businesses. , Danziger taps consumer psychology to help clients use consumer insights as their competitive edge. 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 CNBC Center for the Neural Basis of Cognition (artificial intelligence) CNBC Consumer News and Business Channel CNBC Congress of National Black Churches, Inc. , CNNfn, CBS News Sunday Morning CBS News Sunday Morning is an early morning news program CBS airs on Sunday mornings. The typical time is from 9:00 to 10:30 a.m. ET, though west coast stations often air it earlier due to conflicts with sports programming later in the day. , Fox News, NPR's Marketplace and is frequently called upon by the Wall Street Journal, New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of Times, American Demographics The attributes of people in a particular geographic area. Used for marketing purposes, population, ethnic origins, religion, spoken language, income and age range are examples of demographic data. , Women's Wear Daily Women's Wear Daily (WWD) is a fashion-industry trade journal sometimes called "the bible of fashion."[1][2] It is the flagship journal of Fairchild Publications, Inc.[3] WWD's publisher is Ralph Erardy, Sr. , Forbes, USA Today USA Today National U.S. daily general-interest newspaper, the first of its kind. Launched in 1982 by Allen Neuharth, head of the Gannett newspaper chain, it reached a circulation of one million within a year and surpassed two million in the 1990s. , Associated Press Associated Press: see news agency. Associated Press (AP) Cooperative news agency, the oldest and largest in the U.S. and long the largest in the world. , Los Angeles Times Los Angeles Times Morning daily newspaper. Established in 1881, it was purchased and incorporated in 1884 by Harrison Gray Otis (1837–1917) under The Times-Mirror Co. (the hyphen was later dropped from the name). , Chicago Tribune Chicago Tribune Daily newspaper published in Chicago. The Tribune is one of the leading U.S. newspapers and long has been the dominant voice of the Midwest. Founded in 1847, it was bought in 1855 by six partners, including Joseph Medill (1823–99), who made the paper for commentary and insight. Unity Marketing publishes market research and consumer insight studies on the luxury market, jewelry jewelry, personal adornments worn for ornament or utility, to show rank or wealth, or to follow superstitious custom or fashion. The most universal forms of jewelry are the necklace, bracelet, ring, pin, and earring. , garden, pet accessories, home furnishings furnishings the extra type or quantity of hair on the head, tail, ears or legs, specified for a particular breed. For example, the feathers in setters, the beard in Bearded collies, the eyebrows in Schnauzers. , gifts and collectibles, greeting card and stationery, tabletop, art and wall decor markets, as well as the Luxury Business newsletter. For media, Unity Marketing can make tables, charts and graphs available about consumer holiday decorating and spending upon request. |
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