New Study of the Seasonal Decorations Market Identifies Opportunities in the Current Market
This New Report Explores Americans' Decorating Traditions, Including Christmas And Other Holidays Throughout The Year, And The Decorations They Buy To Enhance Their Holiday Celebrations
The $18 billion seasonal decorations market is no longer just about Christmas. People's passion for holiday decorating has gone year-round, according to a new report from Unity Marketing. For more Americans, decorating their home for Halloween, Easter, Valentine's Day, and Fourth of July is now a family tradition.
But marketers and retailers may be missing out on this opportunity to sell new decorations to the prime market of people who decorate their homes for the various holidays, as the actual percentage of households that purchased decorations for specific holidays declined from 2004 through 2008, according to the results of the latest survey among 1,049 individuals who recently bought holiday decorations.
Explaining the apparent dichotomy between the growing interest in seasonal decorating but the declining sales of decorations, Pam Danziger, president of Unity Marketing and author of the new Christmas and Seasonal Decorations Report 2009 says, "People tend to collect decorations from year-to-year and reuse them with each passing season. Marketers must give the best potential customers -- people who passionately decorate their homes -- a compelling reason to buy new decorations every holiday and each passing season. This new study of the decorations market identifies key opportunities for marketers to innovate their product lines and marketing strategies by understanding the desires and drives of their potential customer. Ignoring this can be a costly mistake for marketers and retailers who present the same-old product year-in, year-out," she concludes.
Among the latest trends examined in the new report are what's popular for Christmas and other holidays throughout the year, outdoor decorating trends, energy efficient lighting, and floral accessories and natural themes used both inside and outside the home.
"This research study shows that product innovation is key to marketing success. The latest consumer insights can guide marketers to uncover what consumers desire in new decorating fashion in order to design new product lines that will give today's careful shopper a reason to buy," Danziger says.
"This report will also help marketers learn about new patterns in where people shop for decorations, so that they can maximize the sales opportunity in each of the different retail channels. For example, the report shows which types of stores sell the most decorations and which are the fastest growing in attracting new shoppers," Danziger concludes.
For media: Charts, tables and graphs are available on request.
Marketers can discover new marketing strategies and opportunities through this study of the seasonal decorations consumer market
Danziger's comments are based on the new Christmas and Seasonal Decorations Market 2009, a comprehensive report designed to help marketers understand and target the seasonal decorations consumer. The report is based upon a new survey with over 1,000 recent buyers of seasonal decorations and compares the results with a similar survey conducted in 2004.
With a focus on consumers and their buying behavior, needs, desires and preferences, this research study includes research data and statistics about:
- Seasonal Decorations Market Size and Growth
- Demographics of the Seasonal Market
- Buying and Shopping Behavior of Seasonal Decorations Consumers
- Favorite Seasonal Decorations Brands, Licenses & Stores
- Psychographic Profile and Segmentation of the Seasonal Decorations Markets