2011 Christmas Tree Purchases By the Numbers: New Nielsen Data

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A new Nielsen survey of nearly 30,000 U.S. households found that consumers will buy 21.6 million real Christmas trees and 12.9 million artificial trees this Christmas season.

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21.6 million real Christmas trees and 12.9 million artificial Christmas trees will be purchased this Christmas season.

According to new data from Nielsen Research, approximately 21.6 million real trees and 12.9 million artificial trees will be purchased by U.S. households this Christmas season.

Nielsen surveyed nearly 30,000 U.S. households on behalf of the American Christmas Tree Association (ACTA).

The survey also found that the average cost of a real tree was $46 and the average cost of an artificial tree was $78 and that American households will spend a total of $984 million purchasing real Christmas trees and $1.01 billion on artificial Christmas trees this season.

In addition, 11 percent of U.S. households who will display a real tree will also display an artificial tree, recognizing a growing trend toward celebrating Christmas with more than one Christmas tree.

“We are pleased to partner with Nielsen Research to provide what we believe is the most comprehensive study of household spending on Christmas trees,” said Jami Warner, Executive Director of ACTA.

Other seasonal findings from the Nielsen research included the following information:

Purchase location and average cost of real trees:

*Twenty-nine percent of households surveyed purchased their real tree at a tree lot for an average cost of $48 per tree
*Twenty-four percent purchased their tree at a tree farm for an average price of $46
*Sixteen percent were purchased at a home improvement/DIY store for an average price of $44
*Seven percent were purchased at a Garden Center for an average price of $53
*Seven percent said they were not sure where the tree was purchased
*The remaining 17 percent were purchased at various other locations

Purchase location and average cost of artificial trees:

*Thirty-nine percent of households purchased their artificial tree at a Mass Merchandise store such as Wal-Mart, Target, or Kmart for an average price of $65
*Ten percent were purchased at a home improvement/DIY store for an average price of $100
*Five percent were purchased at a Department Store for an average price of $103
*Five percent were purchased at a Craft/Hobby Store for an average price of $106
*Three percent were purchased at a Christmas Specialty Store for an average price of $176
*Nineteen percent said they weren’t sure where they purchased their tree
*Nineteen percent were purchased at various other locations

Purchase data provided in this release are © 2011 The Nielsen Company (US), LLC.

About Nielsen: Nielsen Holdings N.V. is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit http://www.nielsen.com.

About The American Christmas Tree Association: The American Christmas Tree Association (ACTA) is a non-profit organization whose mission is to educate the public with factual data to help consumers make intelligent decisions about Christmas trees and the Christmas tree industry. For more information, visit http://www.christmastreeassociation.org.

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