Without any innovative, must-have decorations for Christmas 2007, cautious consumers will have little reason to buy
Retailers and marketers are hunkering down for a less than stellar Christmas gift shopping season. Now there is one more reason to add to their gloom -- There is no trendy Christmas decoration that people absolutely must buy to add to their holiday displays. As a result, Christmas decorations sales are expected to remain about the same as last year at $9.3 billion. This according to the last study of the seasonal decorations market from Unity Marketing.
"Innovation drives the seasonal decorations market and this year there is nothing really new to capture people's imaginations and compel them to buy," says Pam Danziger, president of Unity Marketing and author of Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience.
"Last season the must-have item was the outdoor balloon inflatables which contributed to the 9.5 percent growth in sales of Christmas decorations from 2005 to 2006. This year the stores have little to offer that will generate that kind of excitement and stimulate such strong sales."