SOURCE: Unity Marketing

October 07, 2010 07:50 ET

'Tis the Season for Decoration Purchases

Unity Marketing's Pam Danziger Gives Predictions for Fall and Winter Holiday Decorations Market

STEVENS, PA--(Marketwire - October 7, 2010) -  The economy may still be frightful, but marketers of holiday decorations may find the fourth quarter delightful. With consumers poised to make an increased numbers of purchases of decorations for Halloween, Thanksgiving, and Christmas, the marketer offering the right product in the right place may find the fall and winter a welcome opportunity for sales.

According to The Christmas and Seasonal Decorations Report 2010 Update, a new report from Unity Marketing, purchase of decorations for fall and winter holidays has been on the upswing. "This year as last Halloween will see the biggest increase in consumer spending," Danziger predicts. "Halloween celebrations will go more sinister with a boost from the growing popularity of vampires and werewolves which will be favored themes for both costumes and decorations."

Also expected to post strong growth in the coming months are outdoor Christmas decorations and Thanksgiving decorations which this year will emphasize natural floral accessories and nature themes throughout the inside and outside of the home.

For Christmas 2010 celebrations, Americans are likely to return to the stores to buy new Christmas decorations for their outdoor areas and especially their Christmas trees. Danziger says, "This is likely to be a good year for marketers and retailers offering ready-lit Christmas trees which seemed too pricey during the last two years. They also are likely to make the investment this year toward more energy-efficient lights to replace the old electricity-hogging models."

Decorations market expected to grow 3-5 percent in 2010

"Overall the market for decorations grew 3.8 percent between 2008 and 2009, and we anticipate it will grow another 3 to 5 percent in 2010," says Pam Danziger, president of Unity Marketing and author of the new report. "This expansion is good news for those in the decorations market, but not all types of decorations or retail channels are expected to expand equally."

Danziger predicts that the biggest growth in type of decoration purchased will come from outdoor decorations, reflecting consumers' increasing interest in the outdoor areas of their homes. Likewise, decorations with a natural look and feel will also be popular, reflecting consumers' interest in the more organic options in their lives. "Even though consumers will be buying more decorations, this isn't the Christmas for gaudy displays. Rather, consumers will want more subtle holiday displays using items that complement their existing outdoor decor," Danziger says.

Additionally, Unity's research predicts that consumers will be shopping for their holiday decorations in some very specific retail locations. While more consumers will be shopping online and through other non-store sources (such as catalogs and home shopping shows), the big winners will be home improvement and building supply stores. "Retailers like Lowes and Home Depot are poised to see a strong fourth quarter in the decorations department, and they are gearing up to maximize sales."

"Other retailers will need to be on their toes to compete effectively with these large home improvement stores, which turn what was the summer outdoor gardening area into a winter wonderland of decorations. But by stocking items that emphasize the holidays and decorating styles consumers find most appealing this season, all marketers can enjoy this upsurge in interest in spreading some holiday cheer," Danziger concludes.

About the Christmas and Seasonal Decorations Market 2010 Report

Marketers can discover new marketing strategies and opportunities through this study of the seasonal decorations consumer market.

Unity Marketing has just published a new Christmas and Seasonal Decorations Market 2010 UPDATE, a comprehensive report designed to help marketers understand and target the seasonal decorations consumer.

The study is based upon the results of a quantitative surveys conducted among 1,049 consumers who bought any seasonal decorations in the 2008 sales year and supplemented with a new survey among 548 decorations buyers in 2009. 

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. 

About Pam Danziger and Unity Marketing

Pamela N. Danziger is an internationally recognized expert specializing in consumer insights for marketers targeting the affluent consumer. She is president of Unity Marketing, a marketing consulting firm she founded in 1992. Pam received the Global Luxury Award for top luxury industry achievers presented at the Global Luxury Forum in 2007 by Harper's Bazaar.

Pam gives luxury marketers "All Access" to the mind of the luxury consumer. She uses qualitative and quantitative market research to learn about their brand preferences, shopping habits, and attitudes about their luxury lifestyles, then turns these insights into actionable strategies for marketers to use to reach these high spending consumers. Unity Marketing is the voice of the luxury consumer for such clients as PPR, Diageo, Tempur-Pedic, Google, Swarovski, Constellation Wines, Luxottica, Ford Motor Company, Orient-Express Hotels, Italian Trade Commission, Marie Claire magazine, The World Gold Council, and The Conference Board.

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She is currently working on a new book, Putting the Luxe Back in Luxury, to be published in late 2010 by Paramount Market Publishing. Her other books include Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience, published by Kaplan Publishing in October 2006; Let Them Eat Cake: Marketing Luxury to the Masses--as well as the Classes, (Dearborn Trade Publishing, $27, hardcover) and Why People Buy Things They Don't Need: Understanding and Predicting Consumer Behavior (Chicago: Dearborn Trade Publishing, 2004). 

Contact Information

  • Contact:
    Pam Danziger