Christmas Remains the Key Decorating Holiday, but New Consumer Patterns Emerge Opening Opportunities for New Holidays and New Designs, reports Unity Marketing

Christmas is still the prime season for holiday decorations marketers and retailers, with the sales of Christmas decorations accounting for over 60 percent of the $19 billion retail holiday decorations market, according to a new study published by Unity Marketing. But that means there is still an $8 billion opportunity in marketing decorations for other holidays throughout the year.

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The way for seasonal decorations marketers to succeed in today's competitive market is to understand the changing needs and desires of the decorations customer.

Stevens, PA (PRWEB) November 12, 2012

Christmas is still the prime season for holiday decorations marketers and retailers, with the sales of Christmas decorations accounting for over 60 percent of the $19 billion retail holiday decorations market, according to a new study published by Unity Marketing.

But that means there is still an $8 billion opportunity in marketing decorations for other holidays throughout the year. The new study reveals that consumers have added Halloween, Thanksgiving and Easter as major decorating holidays, and they appear to be always on the lookout for new ideas to bring a seasonal flare to their homes, spring, summer, fall and winter. This study shows seasonal decorations marketers the way to succeed is to understand the changing needs and desires of the decorations customer

What do holiday decorators want? A new study reveals insights to help marketers grow sales
A new study from Unity Marketing entitled Christmas, Halloween and Holiday Decorations Report 2012, delves into the market for holiday decorations based upon a survey of over 1,200 representative consumers who purchased decorations in the past 12 months. The results of the most recent survey are compared with results of previous consumer surveys in order to track trends in holiday decorations purchases and traditions.

"When it comes to the decorations market, customers focus on what's new, what's different, what's distinctive for each season," says Pam Danziger, president of Unity Marketing and lead researcher for the new study. For example, the new trend toward taller, narrower Christmas trees are a dramatic departure from yesteryear's wider, fuller-style trees. The new slimline trees are much more adaptable and allow decorators to display multiple trees throughout the home, rather than focus the Christmas tree celebration to one large area cleared for the occasion. Danziger says, "By creating a totally new Christmas tree architecture, marketers give consumers a justification to buy a new tree or trees to update the decorating style of their home. It is innovation not just at the product level, but across the entire home."

Product marketers and retailers need to look beyond just a new product offering and strive to find a strategy for developing their business through innovative new decorating concepts and overall holiday decorating ideas. This new report will help seasonal decorations marketers, manufacturers and retailers find opportunities to connect with their decorations customers.

Key Findings Detail the Decorations Landscape
Some of these findings include:

  •     Innovation is key to success in the market for seasonal decorations: One important finding in the new study is the degree to which consumers are attracted to new decorating ideas and trends. That calls for marketers to innovate in new decorative concepts and retailers to present creative new ways to decorate the home for the seasonal holidays.

"To satisfy consumer desire for something new and trendy, marketers shouldn't just introduce new products per se, but focus on innovating throughout the whole home with new decorating designs and strategies" says Danziger. "Marketers need to offer up new ideas for creating a holiday decorating scheme that works throughout the home, from the front yard, porch, and door to the living room, dining room, kitchen, and den. 'New' is the operative word, so marketers and retailers need to work with creative designers and home decorators to develop new overall themes, new whole-house concepts, new decorating ideas that consumers can use to guide them in creating a mood and environment for holiday decorating and display. Product innovation is clearly needed, but marketers and retailers need to start with developing new overall home decorating concepts then work down to the product level, rather than try to build their businesses from the product on up," Danziger said.

  •     Consumers are expressing more interest in spring and summer decorating: While the major decorating holidays - Christmas and Halloween - still brighten up the landscape in the more muted fall and winter seasons, consumers are expressing more interest in Easter and Fourth of July, important spring and summer holidays.

"This is a real opportunity for marketers, because few consumers have a base of decorations on hand for spring and summer holidays, so this segment could grow quickly," says Danziger. "But it has to be more than simply offering outdoor light strings in red, white, and blue; consumers want unique and special concepts that capture their imagination for that holiday."

  •     Natural decorations are important: With the rise in interest in environmentally-friendly products, plants and natural decorations are gaining popularity for both indoor and outdoor decorating. In this case, "green" is more than just a seasonally-appropriate decorating color.
  •     Consumers are turning to the internet for decorating ideas: Where people shop for seasonal decorations is changing dramatically. This most recent report shows that sales of decorations through non-store channels has grown dramatically between 2009 and 2011, indicating that consumers are looking beyond their local retail store. "Today, consumers will not be content to buy the same light strands and door decorations that appear each year in mass and discount stores; they are looking for unique decorations, and they will go online to find them."

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Let the Christmas, Halloween and Holiday Decorations Report 2012 Help You Construct a Unique Approach that Will Bring Customers In

"If there is one lesson we have learned thus far from the weak recovery from the recession, it is that consumers are treating their homes as expressions of their own personal style rather than as investments that must remain neutral to bring the best price when the property is 'flipped.' This extends to how they decorate their homes for holidays," says Danziger. "Our new report shows how consumers are shopping for decorations today, what holidays and occasions call for a bit of extra bling, and what items are grabbing their attention."

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, Starwood, Tempur-Pedic, Google, Swarovski, Constellation Wines, Luxottica, Orient-Express Hotels, Italian Trade Commission, Marie Claire magazine, The World Gold Council, and The Conference Board.

Pam's latest book is http:// Putting the Luxe Back in Luxury: How new consumer values are redefining the way we market luxury (Paramount Market Publishing, 2011). 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).


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