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The Christmas and Seasonal Decorations Report 2009: The Ultimate Guide to the Consumer Market for Christmas and Seasonal Decorations Product Image

The Christmas and Seasonal Decorations Report 2009: The Ultimate Guide to the Consumer Market for Christmas and Seasonal Decorations

  • ID: 696338
  • April 2009
  • Region: United States
  • 200 Pages
  • Unity Marketing

FEATURED COMPANIES

  • Annalee Dolls
  • Crate & Barrel
  • Hallmark
  • Lalique
  • Midwest Cannon Falls
  • Steinmart
  • MORE

Based upon the results of a quantitative surveys conducted among 1,049 consumers who recently bought any seasonal decorations, this report helps marketers and retailers tap into the psychology of people who buy these goods.

Marketers can discover new marketing strategies and opportunities through this study of the seasonal decorations consumer 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 READ MORE >

FEATURED COMPANIES

  • Annalee Dolls
  • Crate & Barrel
  • Hallmark
  • Lalique
  • Midwest Cannon Falls
  • Steinmart
  • MORE

INTRODUCTION

Objectives of the Research Study

Consumer Survey Delves Deeply into Purchase Behavior and Motivation
Qualitative Research

Specific Products, Brands and Data Points Presented in this Study
Demographics
How They Decorate for Each Holiday and Trends in Decorating Traditions
Special Investigation: Christmas Decorating Traditions and Purchases
Christmas Decorations Products Purchased
Special Investigation: How the Current Economic Crisis in Impacting the Decorations Shopper and the Trends on Future Spending on
Decorations
Other Holiday Decorations Purchased and Amount Spent by Holiday
Where Holiday Decorations Were Bought
What Shopping Experiences Decorations Shoppers Valued
Special Investigation: Where They Get Decorating Inspiration
Attitudes about Holiday Decorating and Purchasing

Holiday Decorations and Licensed Brands as well as Store Brands Included in the Survey

CHAPTER 1: ABOUT THE DEMOGRAPHICS OF THE CHRISTMAS AND SEASONAL DECORATIONS CONSUMERS

Defining Seasonal Decorations Marketers' Primary Target Market
Seasonal Decorations Overall Purchase Incidence
>> Seasonal Marketers: Take Action
Figure 1: Total Purchase Incidence of Seasonal Decorations (2008 & 2004 surveys)
For Which Holidays Decorations Were Purchased
Figure 2: Purchase Incidence by Season (2008 & 2004)
Level of Involvement in Holiday Decorating
Figure 3: Level of Involvement in Holiday Decorating Purchases (2008 & 2004)
About the Holidays They Decorate Their Homes For
Figure 4: Which Holidays People Decorate their Home For (2008 & 2004)
>> Seasonal Decorations Marketers: Take Action
Figure 5: Percentage Who Decorate vs. Purchase Holiday Decorations (2008)

Demographics that Define the Consumer Market for Seasonal Decorations
Gender of Seasonal Decorations Buyers
Figure 6: Gender Distribution (2008 Surveys)
Age of Seasonal Decorations Consumers
Figure 7: Age of Seasonal Decorations Consumers
Marital Status
Household Income
Figure 8: Household Income of Seasonal Decorations Consumers
Home Ownership
Presence of Children
>> Seasonal Decorations Marketers: Take Action
Ethnicity
Figure 9: Ethnicity
Employment
Figure 10: Employment of Seasonal Decorations Consumers
Education Levels
Figure 11: Education Levels
Region Where Decorating Consumers Live
Figure 12: Regions Where Seasonal Decorations Consumers Live
Figure 13: Top Ten States Where Seasonal Decorations Buyers Live

CHAPTER 2: ABOUT SALES & GROWTH IN THE SEASONAL DECORATIONS MARKET

Seasonal Decorations Market Sales & Growth, 2000-2008
Figure 14: Seasonal Decorations Consumer Market by Holiday, Sales & Growth 2004- 2008
>> Seasonal Decorations Marketers: Take Note
Market for Indoor and Outdoor Decorations
Figure 15: Market Size and Growth for Indoor and Outdoor Decorations 2004-2008

Market Sales by Type of Decoration
Indoor Christmas Decorations Market by Product Type
Figure 16: Market for Indoor Christmas Decorations, 2008
Outdoor Christmas Decorations Market by Product Type
Figure 17: Market for Outdoor Christmas Decorations, 2008
Other Holiday Indoor Decorations Market by Product Type
Figure 18: Market for Other Indoor Holiday Decorations 2008
Other Holiday Outdoor Decorations Market by Product Type
Figure 19: Market for Other Holiday Outdoor Decorations 2008
Indoor and Outdoor Decorations Market by Product Type 2006
Figure 20: Seasonal Decorations Market by Type 2006

Seasonal Decorations Sales by Channel of Distribution
Figure 21: Seasonal Decorations Market by Channel of Distribution 2006 & 2008

- Key Finding: Implications of Industry Sales and Channel of Distribution Data for Seasonal Decorations Marketers

CHAPTER 3: ABOUT CHRISTMAS DECORATING TRADITIONS & CHRISTMAS DECORATING PURCHASES

More About How They Decorate Their Homes for Christmas
Figure 22: Christmas Decorating Traditions: Inside only, Outside only or Both (2008 & 2004)
>>Decorations Marketers: Take Action

Indoor Christmas Decorating Traditions
Number and Types of Christmas Trees Displayed
Figure 23: Type and number of full-size and tabletop trees (2008)
Rooms Where Full-Sized Trees Are Displayed
Figure 24: Rooms Where Full-Sized Trees Are Displayed (2008)
Trend in Indoor Christmas Decorating
Figure 25: Trend in Indoor Christmas Decorating (2008)
>> Decorations Marketers: Take Action
Favorite Colors for Indoor Christmas Decorations
Figure 26: Colors Favored for Indoor Christmas Decorating (2008 & 2004)
>> Decorations Marketers: Take Action
Styles & Themes for Indoor Christmas Decorating
Figure 27: Styles for Indoor Christmas Decorations (2008)
Figure 28: Themes for Indoor Christmas Decorations (2008)
When Decorated Indoors for Christmas 2008
Figure 29: When Decorated Indoors for Christmas 2008 (2008)

Outdoor Christmas Decorating Traditions
Types of Outdoor Decorations Displayed Christmas 2008
Figure 30: Type of Outdoor Decorations Christmas 2008 (2008)
Kinds of Lights Displayed
Figure 31: Types of Outdoor Lights Used (2008)
Figure 32: Favorite Colors for Outdoor Lights (2008)
Figure 33: Use of Timer to Turn On Outdoor Displays (2008)
Where Outdoor Lights Are Displayed
Figure 34: Where Outdoors Lights Are Displayed (2008)
Trend in Outdoor Christmas Decorating
Figure 35: Trend in Outdoor Christmas Decorations
Themes for Outdoor Christmas Decorating
Figure 36: Themes for Outdoor Christmas Decorations (2008)
When Decorated Outdoors for Christmas 2008
Figure 37: When Set Up Outdoor Decorations Christmas 2008 (2008)
Use of Professional Decorators
>> Decorations Marketers: Take Action

About Purchases of Indoor Christmas Decorations
Indoor Christmas Tree Decorations
Figure 38: Indoor Christmas Tree Decorations Purchased (2008 & 2004)
Other Indoor Decorations (Not for Christmas Tree Display)
Figure 39: Other Indoor Christmas Decorations Purchased (2008 & 2004)
>>Decorations Marketers: Take Action
Spending on Indoor Decorations
Figure 40: Spending Indoor Christmas Decorations (2008)
Spending Trends on Indoor Decorations
Figure 41: Trend in Spending on Indoor Christmas Decorations (2008)
>>Decorations Marketers: Take Action
Spending on Specific Types of Indoor Decorations
Figure 42: Median & Mean Price Paid for Specific Indoor Christmas Decorations (2008)

About Purchases of Outdoor Christmas Decorations
Types of Outdoor Decorations Purchased
Figure 43: Type of Outdoor Decorations Purchased (2008 & 2004)
>>Decorations Marketers: Take Action
Type of Lights Purchased
Figure 44: Type of Outdoor Lights Bought (2008)
Factors that Were Most Important in Influencing Outdoor Light Purchase
Figure 45: Factors Rated Most Important in Selecting Outdoor Lights (2008)
Spending on Outdoor Christmas Decorations
Figure 46: Spending on Outdoor Christmas Decorations (2008)
Spending Trends on Outdoor Christmas Decorations

Figure 47: Spending Trends on Outdoor Christmas Decorations (2008)
>>Decorations Marketers: Take Action

Effects of 2008 Recession on Christmas Celebrations
Figure 48: Changes to Christmas 2008 Celebrations Due to Economy (2008)
How Much Enjoyed Christmas 2008 Celebrations
Figure 49: Level of Enjoyment Christmas Celebration 2008 (2008)

CHAPTER 4: ABOUT DECORATING TRADITIONS FOR OTHER HOLIDAYS & OTHER HOLIDAY DECORATIONS PURCHASES

Overview Other Holiday Decorating Traditions and Purchase Incidence
Other Holiday Decorating Traditions
Figure 50: Holiday Decorating Traditions Other Holidays, Indoor, Outdoor or Both (2008 & 2004)
Purchases of Other Holiday Decorations
Figure 51: Purchase Incidence of Other Holiday Decorations, including Indoor, Outdoor (2008 & 2004)
>>Seasonal Decorations Marketers: Take Action
Overview Indoor Decorations Purchases Other Holidays
Figure 52: Summary of Indoor Decorations Purchased Other Holidays, 2008 (2008)
Overview Outdoor Decorations Purchases Other Holidays
Figure 53: Overview Outdoor Decorations Purchased Other Holidays, 2008 (2008)

About New Year's Day Decorations
New Year's Day Indoor Decorations Purchased
Figure 54: New Year's Day Indoor Decorations Purchased by Type (2008)
New Year's Day Outdoor Decorations Purchased
Figure 55: New Year's Day Outdoor Decorations Purchased by Type (2008)
Spending on New Year's Day Decorations
Figure 56: Spending on New Year's Day Decorations (2008)

About Valentine's Day Decorations
Valentine's Day Indoor Decorations Purchased
Figure 57: Valentine's Day Indoor Decorations Purchased (2008)
Valentine's Day Outdoor Decorations Purchased
Figure 58: Valentine's Day Outdoor Decorations Purchased (2008)
Spending on Valentine's Day Decorations
Figure 59: Spending on Valentine's Day Decorations (2008)

About St. Patrick's Day Decorations
St. Patrick's Day Indoor Decorations Purchased
Figure 60: St. Patrick's Day Indoor Decorations Purchased (2008)
St. Patrick's Day Outdoor Decorations Bought
Figure 61: St. Patrick's Day Outdoor Decorations Purchased (2008)
Spending on St. Patrick's Day Decorations
Figure 62: Spending on St. Patrick's Day Decorations (2008)

About Easter/Passover Decorations
Easter/Passover Indoor Decorations Purchased
Figure 63: Easter/Passover Indoor Decorations Purchased (2008)
Easter/Passover Outdoor Decorations Purchased
Figure 64: Easter/Passover Outdoor Decorations Purchased (2008)
Easter/Passover Decorations Spending
Figure 65: Easter/Passover Decorations Spending (2008)

About Memorial Day Decorations
Memorial Day Indoor Decorations Purchased
Figure 66: Memorial Day Indoor Decorations (2008)
Memorial Day Outdoor Decorations
Figure 67: Memorial Day Outdoor Decorations Purchased (2008)
Memorial Day Decorations Spending
Figure 68: Memorial Day Decorations Spending (2008)

About Fourth of July Decorations
Fourth of July Indoor Decorations
Figure 69: Fourth of July Indoor Decorations Purchased (2008)
Fourth of July Outdoor Decorations
Figure 70: Fourth of July Outdoor Decorations Purchased (2008)
Fourth of July Decorations Spending
Figure 71: Spending on Fourth of July Decorations (2008)

About Halloween Decorations
Halloween Indoor Decorations Purchased
Figure 72: Halloween Indoor Decorations Purchased (2008)
Halloween Outdoor Decorations Purchased
Figure 73: Halloween Outdoor Decorations Purchased (2008)
Halloween Decorations Spending
The Christmas and Seasonal Decorations Report

About Thanksgiving Decorations
Thanksgiving Indoor Decorations Purchased
Figure 74: Thanksgiving Indoor Decorations Purchased (2008)
Thanksgiving Outdoor Decorations Purchased
Figure 75: thanksgiving Outdoor Decorations Purchased (2008)
Thanksgiving Decorations Spending
Figure 76: Thanksgiving Decorations Spending (2008)

About Plans to Purchase New Holiday Decorations for 2009
Likely to Buy New Decorations for Holidays 2009
Figure 77: Very or Somewhat Likely to Buy New Decorations for Holidays in 2009 (2008)
Expected Spending on Holiday Decorations 2009
Figure 78: Spending Trends on Decorations 2009 (2008)

CHAPTER 5: ABOUT SHOPPING FOR SEASONAL DECORATIONS

Shopping Destinations for Christmas and Seasonal Decorations
Figure 79: Shopping Destinations, Regular & Occasional (2004 & 2008)
Demographic Distinctives in Shopping Destinations
>>Seasonal Decorations Marketers: Take Action
Favorite Stores for Decorations Shoppers
Figure 80: Favorite Retail Store Brands and Key Demographic Characteristics Linked to Retail Brand (2008)
>> Seasonal Decorations Marketers: Take Action
Experiences Rated Important in Influencing Seasonal Decorations Consumers to Shop
Figure 81: Shopping Experiences Rated Very or Extremely Important by Decorations Shoppers (2008)
Activities that Influence the Decorations Shopper Most
Figure 82: Shopping Activities That Influence the Decorations Shopper (2008)
>>Seasonal Decorations Marketers: Take Action

CHAPTER 6: SEASONAL DECORATIONS BRANDS

Brand Awareness
Figure 83: Brand Awareness Decorations Brands (2008)
Brand Purchase
>>Seasonal Decorations Marketers: Take Action
Figure 84: Brands Purchased (2008)
Licensed Brands
Figure 85: Most Popular Licensed brands (2008)

CHAPTER 7: ABOUT SEASONAL DECORATIONS CONSUMERS' ATTITUDES AND PERSONALITIES

Where Decorators Get Ideas for Decorating
Figure 86: Sources of Decorating Ideas (2008)

Attitudes about Seasonal Decorations
Figure 87: Attitudes about Seasonal Decorations (2008)
Trends in Attitudes about Seasonal Decorating
Figure 88: Trends in Attitudes (2004 & 2008)

Five Different Personalities of Seasonal Decorations Consumers Emerged
Figure 89: Seasonal Decorations Personalities and their Attitudes (2008)
Trends in Decorating Personalities
Figure 90: Trend in Personality Distribution (2004 & 12008)
The Martha Personality
Christmas Decorator Personality
Obligated Decorator
Just-Get-By Decorator
Nostalgic Decorator
Field Guide to the Five Decorating Personalities
Figure 91: Field Guide to the Five Decorating Personalities (2008)
>> Seasonal Decorations Marketers: Take Action

CHAPTER 8: ABOUT MAXIMIZING SALES TO THE SEASONAL DECORATIONS CONSUMER MARKET

Trends in Seasonal Decorations Purchase Incidence
- Strategies for Seasonal Decorations Marketers to Maximize Sales:

Trends in Decorating the Home for the Holidays
- Strategies for Seasonal Decorations Marketers to Maximize Sales:

Demographics that Define the Consumer Market for Seasonal Decorations
Gender of Seasonal Decorations Buyers
Age of Seasonal Decorations Consumers
Marital Status

Household Income
Home Ownership
Presence of Children
- Strategies for Seasonal Decorations Marketers to Maximize Sales:
Region Where Decorating Consumers Make Their Home

Trends in the Seasonal Decorations Market
- Strategies for Seasonal Decorations Marketers to Maximize Sales:
Market for Indoor and Outdoor Decorations
Indoor Christmas Decorations Market by Product Type
Outdoor Christmas Decorations Market by Product Type
Other Holiday Indoor Decorations Market by Product Type
Other Holiday Outdoor Decorations Market by Product Type
Seasonal Decorations Sales by Channel of Distribution
- Strategies for Seasonal Decorations Marketers to Maximize Sales:

About Christmas Decorating Traditions & Christmas Decorating Purchases
More about How People Decorate Their Homes for Christmas
- Strategies for Seasonal Decorations Marketers to Maximize Sales:
Indoor Christmas Decorating Traditions
Trend in Indoor Christmas Decorating
- Strategies for Seasonal Decorations Marketers to Maximize Sales:
Favorite Colors for Indoor Christmas Decorations
- Strategies for Seasonal Decorations Marketers to Maximize Sales:
Outdoor Christmas Decorating Traditions
Trend in Outdoor Christmas Decorating
Use of Professional Decorators
- Strategies for Seasonal Decorations Marketers to Maximize Sales:

About Purchases of Indoor Christmas Decorations
Indoor Christmas Tree Decorations
Other Indoor Decorations (Not for Christmas Tree Display)
- Strategies for Seasonal Decorations Marketers to Maximize Sales:
Spending on Indoor Decorations
- Strategies for Seasonal Decorations Marketers to Maximize Sales:

About Purchases of Outdoor Christmas Decorations
Types of Outdoor Decorations Purchased
- Strategies for Seasonal Decorations Marketers to Maximize Sales:
Spending on Outdoor Christmas Decorations
- Strategies for Seasonal Decorations Marketers to Maximize Sales:
Effects of 2008 Recession on Christmas Celebrations

About Decorating Traditions for Other Holidays & Other Holiday Decorations Purchases
Other Holiday Decorating Traditions
Purchases of Other Holiday Decorations
- Strategies for Seasonal Decorations Marketers to Maximize Sales:

About Plans to Purchase New Holiday Decorations for 2009
Expected Spending on Holiday Decorations 2009

About Shopping for Seasonal Decorations
Shopping Destinations for Christmas and Seasonal Decorations
Demographic Distinctives in Shopping Destinations
- Strategies for Seasonal Decorations Marketers to Maximize Sales:
Experiences Rated Important in Influencing Seasonal Decorations Consumers to Shop
- Strategies for Seasonal Decorations Marketers to Maximize Sales:

About Seasonal Decorations Consumers' Attitudes and Personalities
Where Decorators Get Ideas for Decorating
Attitudes about Seasonal Decorations
Trends in Attitudes about Seasonal Decorating

Five Different Personalities of Seasonal Decorations Consumers Emerged
The Martha Personality
Nostalgic Decorator
- Strategies for Seasonal Decorations Marketers to Maximize Sales:

Final Thoughts
Getting Rid of Clutter Dominant Consumer Trend — Seasonal Decorations Are the Exception to the Rule
The Whole Consumer Economy Is Going Experiential — Material Goods Have to Deliver an Experience to the Consumer
Why Experiences Will Always Trump Things
Experiences Give Rise to Nostalgia and Longing for more Experiences
- Strategies for Seasonal Decorations Marketers to Maximize Sales:

APPENDIX A: FOCUS GROUP COMMENTS
Focus Group Research
About Favorite Decorations
About Why They Decorate
Indoor Decorating Traditions for Christmas
Outside Christmas Decorating Traditions
Easter Decorating Traditions
Fourth of July Decorating Traditions
Halloween Decorating Traditions
Thanksgiving Decorating Traditions
Party Decorating Details
Details About Other Decorating Traditions
About Shopping for Decorations

- American Greetings/Carlton Cards
- Annalee Dolls
- Avon
- Baccarat
- Boyd's Bears
- Bradford Collection
- Byers Choice
- CBK
- Cherished Teddies
- Christopher Radko
- Danbury Mint
- Department 56
- Disney and/or Disney Classics
- Franklin Mint
- Gemmy
- Goebel
- Hallmark
- Jim Shore's Heartwood Creek
- Kurt S. Adler
- Lalique
- Lenox
- Lladro
- M.I. Hummel
- Martha Stewart Everyday
- Midwest Cannon Falls
- Old World Christmas
- Possible Dreams
- Precious Moments
- Roman
- Russ Berrie
- Sandra Magsamen Messages from the Heart
- Seasons of Cannon Falls/Midwest of Cannon Falls
- Silvestri
- Snowbabies by Department 56
- Swarovski
- Things Remembered
- Tiffany
- Vera Bradley
- Waterford
- Williraye
- Willow Tree
- Coca Cola
- Disney Princesses (Cinderella, Tinkerbell, etc.)
- Elvis
- Frosty the Snowman
- Hannah Montana
- John Deere
- M&Ms
- Mickey Mouse and Friends
- NASCAR
- NFL
- Peanuts characters (Snoopy, Charlie Brown, etc.)
- Rudolph the Red Nosed Reindeer
- The Grinch
- Winnie the Pooh and Friends
- Bed Bath & Beyond
- Brookstone
- Costco
- Crate & Barrel
- Dillards
- Expo Home Design
- Fortunoff
- Frontgate
- Grandin Road
- Hallmark
- Hobby Lobby
- Home Depot
- HomeGoods
- JC Penneys
- Jo-Ann
- Kirkland?s
- Kohls
- Kmart
- Linens ?n Things
- Macy's
- Marshalls
- Michael?s
- Lord & Taylor
- Lowe?s
- Pier 1
- Pottery Barn
- Sam's Club
- Sears
- Steinmart
- Target
- TJ Maxx
- Tuesday Morning
- Wal-Mart
- Williams-Sonoma
- Yankee Candle

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