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Holiday Decorating Report, 2004: The Who, What, Where, How Much, and Why of Holiday Home Decorating
Unity Marketing, Sep 2004
Consumers’ passion for decorating their home for the holidays is growing and this report will provide detailed data to understand the opportunity. Nowadays the end of the cocooning trend and the emergence of the new connecting trend are distinguished by consumers turning away from buying purely decorative home accents, while seeking solutions to get rid of unnecessary clutter that has accumulated in their homes. The one exception to the new 'anti-clutter' movement is Christmas and holiday decorating. Consumers are expressing a new and growing passion for more decorations to help them celebrate important holidays and party events throughout the year. And not just Christmas, but Halloween, Thanksgiving, and Easter are becoming an important new seasonal decorating opportunity. And passion to decorate the home for parties and celebrations is driving purchases for party decorations. To help decorations marketers and retailers better understand the bright opportunities available in helping consumers with their holiday and party decorating needs, a new research study of the holiday and event decorating market has been conducted. It includes an in-depth quantitative research study among 1,000 holiday decorators and decorations buyers. With a focus on the consumer, their needs, desires and preferences, this report is a ground-breaking study of consumer holiday decorating and buying behavior that includes statistics about: - Which holidays they decorate for and whether they focus their decorations inside and/or outside of the home - What holidays they purchased decorations for in the past year and what items they bought - Did they buy decorations to celebrate any special events, such as birthdays, weddings, showers, reunions, etc. - How much was spent buying decorations for each holiday or event - Which stores do they prefer to buy decorations - Trends in spending on decorations and whether or not they are placing more emphasis on decorating now and into the future
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