When It Comes to Seasonal Decorations, American Consumers Have a New Priority
Decorating the Outside of their Homes for the Year's Holidays
A new Unity Marketing report explores Americans' seasonal decorating traditions, including Christmas and other holidays throughout the year, and the decorations they buy to enhance their holiday celebrations
People's passion for holiday and seasonal decorating is moving outdoors. In 2009 Americans spent nearly 40 percent of their annual seasonal decorations budget on new outdoor decorations, up from only 22 percent back in 2004, according to a recently released report from Unity Marketing, Christmas and Seasonal Decorations Report 2010 UPDATE.
Overall sales of outdoor seasonal and holiday decorations rose 18.9 percent from 2008 to 2009, while sales of indoor decorations were off by 4 percent. This is based upon the results of a new survey among 548 seasonal decorations consumers completed early this year in order to capture purchases for the 2009 sales year. Throughout the first nine months of 2009, Unity Marketing found consumers held back on buying new holiday decorations. They didn't start shopping for new decorations until the fourth quarter.
"For all 2009 holidays up until Halloween, consumer spending on seasonal decorations were off from 2008 levels. That all changed at Halloween, with spending for Halloween decorations rising over 18 percent from 2008 to 2009. Sales of Christmas decorations in 2009 rose more modestly, with much of that growth attributed to increased purchases of outdoor decorations," explains Pam Danziger, president of Unity Marketing and lead researcher on the new seasonal decorations survey.
Predicting trends in seasonal decorations for 2010 and beyond
Danziger explains, "This study provides marketers and retailers the latest information about American's seasonal decorating traditions and new purchases. While the seasonal decorations market is notoriously volatile with decorating trends going rapidly in and out of favor, for 2010 we see clear signs in the data that Americans will invest more in seasonal decorations. Outside decorating will remain the focus this year, with consumers starting earlier to celebrate the Fourth of July, followed by new outside decorations to welcome in the fall holidays. For autumn decorators will emphasize natural floral accessories and nature themes throughout the inside and outside of the home. Halloween celebrations will go more sinister, with the growing popularity of vampires and werewolves becoming popular themes for costumes and decorations."
"Assuming the economy continues to improve, Americans are likely to return to the stores to buy new Christmas decorations for their outdoor areas and especially their Christmas trees. This is likely to be a good year for marketers and retailers offering ready-lit Christmas trees which seemed too pricey during the recession. They also are likely to make the investment this year toward more energy-efficient lights to replace the old electricity-hogging models."
Danziger concludes, "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 and design new product lines that will give today's careful shopper a reason to buy.
"Insights in 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, marketers should have an Internet strategy in place for Christmas 2010 as the research found the Internet and non-store retailers are among the fastest growing retail category for these items.‰
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 2010 UPDATE, a comprehensive report designed to help marketers understand and target the seasonal decorations consumer. The report presents the results of a quantitative surveys conducted among 1,049 consumers who recently bought any seasonal decorations in the 2008 sales year and supplimented with a new survey among 548 decorations buyers in 2009, this report helps decorations marketers and retailers tap into the psychology of people who buy their goods in order to find opportunity to grow their share of the decorations market.
This research study explores the consumer market for seasonal decorations, including indoor and outdoor decorations for Christmas and other holidays throughout the year. The study places a special emphasis on the needs, desires and passions of the decorating consumers, specifically those who bought any seasonal decorations in the past year. Companies that design and develop seasonal decorations products, as well as retailers that sell these products, including internet and direct marketers, will benefit from the new insights presented in this report into the seasonal decoration customers' purchase behavior and mindset.
This report will help marketers and retailers understand their consumers better. In this way, they can discover new marketing strategies and opportunities that will help them reach their target consumers more effectively and more productively.
With a focus on consumers and their buying behavior, needs, desires and preferences, this research study will include research data and statistics about:
- Seasonal Decorations Market Size and Growth: What is the size of the seasonal decorations market, including the key product segments in the market, including indoor and outdoor decorations? How is the market segmented by type of product and channels of distribution? How rapidly is it growing? What are future growth trends in the seasonal decorations market?
- Demographics of the Seasonal Market: What are the demographic characteristics that distinguish the prime target market for seasonal decorations marketers? What are the key demographic differences found among and between buyers of the different products and service segments (e.g., gender, age, generation, HHI, size, composition, ethnicity/race, education, etc.)?
- Buying and Shopping Behavior of Seasonal Decorations Consumers: What are the primary characteristics of the consumers' buying behavior related to seasonal decorations? Where do consumers shop for the different types of products and services? What kind of shopping experiences do consumers crave and what kind do they disdain? What motivates them to buy seasonal decorations and how can marketers tap these motivators through branding and marketing communications initiatives? What factors influence their decision making in product purchase? How much do they spend buying each of the products and across the entire category? What are the popular price points for key products within the seasonal decorations market? What is the role of brand in product and services selection and shopping choices? How do different demographic segments differ in their shopping and buying behavior?
- Favorite Seasonal Decorations Brands, Licenses & Stores: A major thrust of the research is to understand the brand preferences of seasonal decorations customers in both their product selections and retail shopping choices. What are the top product brands based upon usage and brand awareness in this category? How do these competing brands rank in terms of consumer awareness and usage? What retailers do consumers favor for seasonal decorations purchases? And what licensed properties are most popular with decorations consumers?
- Psychographic Profile and Segmentation of the Seasonal Decorations Markets: A psychographic profile of the seasonal decoration consumers is presented in this study. The profiles identify different types or personalities of consumers of these goods. These profiles identify each personality‚s drives and motivations in purchasing decorating products. By understanding the psychology of different types of shoppers, marketers will discover what factors are more or less important in driving each personality‚s purchasing decisions and how consumers' different attitudes and motivations influence what they buy and how much they spend. These insights will help seasonal decorations marketers and retailers better understand the hearts and minds of their consumers.
The average age in the seasonal decorations survey sample was 44.2 years; household income was $75.500 with 49 percent of the sample falling in the low-or-middle-income range of $35,000-$74,999 and 51 percent falling in the upper-middle-to-affluent income range over $75,000. The gender split of the general survey sample was 71 percent female and 29 percent male.