LOS ANGELES, Dec. 18, 2018 /PRNewswire-PRWeb/ -- Shoppers Choosing Convenience with Christmas Tree Purchase
Study finds real Christmas tree sales generally steady, but buying habits shifting, according to American Christmas Tree Association
This holiday season, more U.S. consumers are opting to pick up their real Christmas tree from home improvement chains, mass retailers, and grocery stores – and less from traditional tree farms and lots, according to a survey conducted by Nielsen on behalf of the American Christmas Tree Association, (ACTA).
"Consumers are increasingly choosing convenience," said Jami Warner, Executive Director of ACTA. "While many families still enjoy the Christmas tradition of picking out their real Christmas tree from a tree farm or lot, more have shifted to purchasing the tree from national retailers rather than local tree farms and tree lots."
The 2018 Nielsen survey data showed that the number of consumers who plan to display a real tree is generally steady, down 0.4% versus 2017. Purchases from Mass/Discount chains, Home Improvement/DIY centers, and Grocery stores are up a combined 2.25% over 2017 while purchases from Tree Farms and Tree Lots are down 1.42% versus last year.
"The Christmas season can be stressful for shoppers and perhaps they find one-stop shopping easier. This comes as a loss to the thousands of local tree farms and tree lots that depend on making sales to individual consumers this time of year," Warner said.
"We're glad that families are creating traditions and holiday memories by decorating the Christmas tree together, whether real or artificial or bought from a tree farm, tree lot, home improvement store, or even online," said Warner. "We will continue to monitor these shifts in consumer behavior and report on them in the future."
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Methodology: American Christmas Tree Association insights are based on data collected by Nielsen through an English Language PanelViews Survey sent to a representative subset of U.S. households in the Homescan Panel; results are projected to represent total U.S. households. The survey was fielded in November 2018.
About ACTA: The American Christmas Tree Association (ACTA) is a non-profit organization established to help families create holiday memories and establish traditions by choosing the perfect Christmas tree. Visit ACTA online: http://www.christmastreeassociation.org.
SOURCE American Christmas Tree Association
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