Predictions for Christmas 2004 Holiday Decorating Season from Unity Marketing; Traditional Christmas Red & Green Will Be Top Colors.

STEVENS, Pa. -- Holiday and seasonal decorating is a passion for 85 percent of U.S. households with Christmas taking the lead as the single most important decorating holiday. The market for holiday and party decorations topped $14.1 billion in 2003. Christmas generates more than half of all industry sales, $7.6 billion, according to new research from Unity Marketing.

"Today there is a strong home design and decorating shift toward simplicity. People are getting rid of the clutter in their homes and being more selective about purchasing new decor items," says Pam Danziger, president of Unity Marketing and author of Why People Buy Things They Don't Need.

"Holiday and seasonal decorations are the exception to the new 'anti-clutter' decorating rule. People today are expressing a growing desire to use seasonal decorations to create a mood to celebrate 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 2004 decorating shopping to peak in October/November

As early as September, over one-fourth of decorators will have started to shop for Christmas decorations. By October-November 2004 the majority (63 percent) will have begun decorations shopping.

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 also 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, go to www.unitymarketingonline.com.

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 decor 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.