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Main Consumer Goods & Retail Personal care Seasonal Decorating Report, 2004: The Who, What, Where, How Much, and Why of Holiday and Seasonal Home Decorating
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Seasonal Decorating Report, 2004: The Who, What, Where, How Much, and Why of Holiday and Seasonal Home Decorating

DateOct, 2004
Pages140
Price / format€2675 / Electronic

€2 675 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 Consumers' passion for decorating their home for the holidays is growing and this report will give you the detail data to understand the opportunity
You have probably heard how 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
Special Section: Christmas 2004 Decorations Buying Plans

A spend future vision section of the consumer survey focused on their buying plans for the 2004 Christmas season. Did you know that about 10% of decorations buyers are already shopping for new holiday decorations? Or that traditional Christmas red and green will be the 'hot' new/old color for this year's holiday celebrations?







Table of contents:
 Chapter 1: Introduction

Seasonal Decorations Are an Exception to Consumers' Anti-Clutter Mood

Seasonal Decorations Are the Third Most Widely Purchased Home Product in 2003

- Figure: Home Product Purchase Incidence, 2000-2003

End of Cocooning: New Age of Connecting

Introduction to Seasonal Decorations Report 2004
Chapter 2: About the Size and Growth of the Seasonal Decorations Market

Market for Seasonal and Holiday Decorations Will Grow 45 Percent in 2004

Total Market for Decorations Was $141 Billion in 2003

- Figure: Decorations Spending by Holiday, 2003 and Proj 2004

Sales Will Grow 45 Percent in 2004 to Reach $147 Billion

Indoor Decorations Account for Nearly 80 Percent of Market

- Figure: Indoor & Outdoor Decorations by Product Form Sales, 2003 & Proj 2004

Outdoor Lights, Candles, Paper and Party Decorations and Garlands, Roping and Sways Will

Grow Fastest in 2004

About Favorite Holiday Decorations
Chapter 3: About the Decorators, The Holidays They Buy For and How Much They

Spend

Holiday Decoratings Is Passion for Majoirty of American Households

Majority of Respondents Are Actively Involved in Holiday Decorating Chores

- Figure: Level of Involvement in Holiday Decorating

Holiday Decorators Tend to Be More Mature Women of All Incomes

- Figure: Demographics of Primary Decorator

Half of Decorators Are also Decorating Crafters

- Figure: Holiday Decorations Crafting: Very Involved Crafter; Occasionally Involved; Rarely

Craft; Never Craft

Holidays that People Decorate Their Homes For

- Figure: Home Decorating Holidays

Top Three Decorating Holidays: Christmas, Halloween and Thanksgiving

Where They Decorate For Each Holiday

- Figure: Where They Decorate by Holiday:Inside Only; Outside Only; Both Inside and

Outside

Why People Decorate for the Holidays — Their Attitudes and Motivations about

Decorating

- Figure: Attitudinal Statements
Decorators Tend to Be Self-Motivated, Not Doing It for the Neighbors

Finding an Outlet for Creative Expression Is Important

Decorations Carry on Family Traditions Down Through the Generations

Nostalgia Is Connected to Holiday Celebrating and Decorating Traditions

Making Memories Are More Valuable than Perfectly Arranged Holiday Displays

Decorating Traditions Reflect Ethnic Heritage

Storing Decorations Can Be a Challenge

Favorite Decorations Are Linked to Special People, Special Memories, Special

Moments

Decorating Is Time for Myself

Christmas, Parties and Halloween Stimulate Most Decorations Purchases

- Figure: Holiday and Event Decorating Purchase Incidence

Decorators Buy Both Inside and Outside Decorations for Christmas and Halloween, but They

Buy Indoor mostly for Events/Parties

- Figure: Purchase Incidence of New Decorations by Holiday and Event: Inside Only; Outside

Only; Both Inside and Outside

Typical Decorating Household Spends about $215 Buying New Decorations

- Figure: Total Decorations Spending

Average Household Spends More than 80 Percent of Annual Decorating Budget on Indoor

Decorations

- Figure: Average Household Spending on Decorations by Type

Typical Household Spends Most on Christmas Decorations

- Figure: Typical Household Decorations Spending by Holiday and Event

Most Decorators Likely to Buy New Decorations

- Figure: Likelihood to Buy New Decorations Coming 12 Months, by Holiday and Event

Younger Decorators More Positive About Spending on New Decorations

- Figure: Decorations Spending Trends, Past Year and Next Year

Younger Consumers More Likely to Spend More
Chapter 4: About Decorations Bought for Each Holiday

Holiday Buying Details

- Figure: Purchased New Decorations by Holiday

Christmas Decorating Details

Indoor Decorations Purchased for Christmas

- Figure: Christmas Indoor Decorations Purchased for Christmas 2003

Indoor Decorating Traditions for Christmas

Multiple Christmas Trees Are Gaining Popularity

Some Decorators Keep Christmas Collections on Display All Year

Natural Decorations Are a Favorite

Christmas Decorating Starts Day After Thanksgiving

Getting Out the Holiday Dinnerware Often Starts the Season

Decorations Take on Symbolic Meanings

Decorations Can Be Simple and Effective

Giving Annual Ornaments as Family Tradition

Decorating Color Scheme Depends on Age of Children

Outdoor Decorations Purchased for Christmas

- Figure: Christmas Outdoor Decorations Purchased for Christmas 2003

Most Outdoor Christmas Decorators Follow Practice in their Neighborhoods

- Figure: How Outdoor Display Compares with Neighborhood

Outside Decorating Traditions for Christmas

How to Decorate Outside and When to Put Decorations Up Is Tradition-Bound

Some Extend Outdoor Displays Through January

How They Decorate Outdoors

Other Holidays Overview: Types of Indoor Decorations Purchased

- Figure: Type of Indoor Decorations Purchased by Holiday (not including Christmas)

Other Holidays Overview: Types of Outdoor Decorations Purchased

- Figure: Type of Outdoor Decorations Purchased by Holiday (not including Christmas)

New Year's Day Decorations Details

- Figure: New Year's Decorations Purchased

Valentine's Day Day Decorations Details

- Figure: Valentine's Day Decorations Purchased

St Patrick's Day Decorations Details

- Figure: St Patrick's Day Decorations Purchased

Easter/Passover Decorations Details

- Figure: Easter/Passover Decorations Purchased

Easter Decorating Traditions

Cinco de Mayo Decorations Details

Memorial Day Decorations Details

- Figure: Memorial Day Decorations Purchased

Fourth of July Decorations Details

- Figure: Fourth of July Decorations Purchased

Fourth of July Decorating Traditions

Labor Day Decorations Details

Halloween Decorations Details

- Figure: Halloween Decorations Purchased

- Figure: Themes for Halloween Decorations Purchased: Spooky Halloween; Fun & Funky

Halloween; Harvest Home

Halloween Decorating Traditions

Getting Booed Is Emerging Halloween Neighborhood Tradition

Thanksgiving Decorations Details

- Figure: Thanksgiving Decorations Perchased

Thanksgiving Decorating Traditions

Party Decorating Details

Details about Other Decorating Traditions

Many Families Decorate for Their Own Holidays, like Birthdays

Winter Decorating Continues into January and February

Every Month a New Decorating Theme

Making Decorations Even More Personal by Wearing Them

Chapter 5: About Selecting a Store to Shop for Decorations

Discount Department Stores Are Favorite Store for Decorations Shopping

Where Decorators Buy Their Decorations

- Figure: Where People Regularly or Occasionally Buy Decorations

All Other Sources Are Only Used Occasionally to Shop for Decorations

- Figure: Where People Shop for Decorations Details: Regularly; Occasionally; Rarely;

Never

About Shopping for Decorations

Impulse Shopping, rather than Planned Buying, Is the Norm

Shopping for Decorations Is an Iterative Process; You Keep Adding to Your

Collection

People Shop After the Holidays, Then Get a Surprise Next Year

Decorators Shop for Bargains, But When They Want Something Really Special,

They Go to a Specialty Store or Online

Shopping Starts Early as Decorations Are Put Out

Some Object to Seeing Decorations Too Early

Craft Shows Are more than a Place to Shop; They Are an Experience

Criteria for a Good Place to Shop for Decorations
Chapter 6: About Leading Brands in Decorations Market

Brand Awareness Highest for Hallmark and American Greetings in Decorations Market

Hallmark, American Greetings/Carlton Cards and Martha Stewart EveryDay Top List of

Decorating Brands

- Figure: Brand Awareness and Usage for 22 Leading Decorations Brands

Marketing Profiles of Decorations Brand Leaders

Hallmark

American Greetings/Carlton Cards

Martha Stewart Everyday

Lenox

Things Remembered

Creative Expressions

Party Express From Hallmark

Old World Christmas

Department 56

Christopher Radko

Chapter 7: About the Five Different Types of Decorators

Psychographic Segments Identify Five Different Types of Decorators, What Drives Them

and How to Tap their Marketing Potential

- Figure: Attitudes by Segment

Different Types of Decorators and Their Distinctive Motivations in Decorating

The Martha

Christmas Chrissy

Obligated Audrey

Just-Get-By Justine

Nostalgia Nancy

- Figure: Field Guide to the Five Decorating Personalities

Chapter 8: Future Vision — Christmas 2004 and Holidays 2005

Predictions for Christmas 2004 and Beyond

Two-Thirds of Decorators Expect to Buy New Decorations Christmas 2004

- Figure: Holidays Expect to Buy For in Next 12 Months

Prime Shopping Season Takes Hold in October

- Figure: When Expect to Start Shopping for Decorations for Christmas 2004

Discounters and Craft and Hobby Stores Will Draw Most Shoppers

- Figure: Stores Where Decorators Will Shop for Christmas 2004

Most Decorators Will Buy Both Inside and Outside Decorations

- Figure: Plan to Purchase Decorations for Christmas 2004: Inside only; Outside only; Both

inside and outside

Candles, Paper and Party Decorations and Garlands, Roping, Swags, Top Indoor Decorations

Plans for Christmas 2004

- Figure: New Indoor Decorations Expect to Purchase Christmas 2004

Lights Top List for Outdoor Decorations to Purchase Christmas 2004

- Figure: New Outdoor Decorations Expect to Purchase Christmas 2004

Traditional Christmas Red and Green Top Color Choice for Christmas 2004

- Figure: Christmas Decorating Colors for Christmas 2004

Decorators Expect To Spend About the Same As Las Year on New Christmas Decorations

2004

- Figure: Expected Spending on Decorations Christmas 2004
Chapter 9: About Maximizing Sales to the Decorating Market

Consumer Trends and Their Opportunities and Implications for Decorations Retailers and

Marketers

Connecting is Paradigm Shifing Trend for Home Marketers 103

Another Consumer Market Paradigm Shift — The Whole Consumer Economy Is Going

Experiential

- Figure: Everybody’s Greatest Luxury Satisfaction Is from Experiential Luxuries

Why Experiences Will Always Trump Things

Experiences Give Rise to Nostalgia and Longing for More Experiences

Marketing Opportunity #1: Nostalgia Is Key Experience That Connects with Decorating

Consumer

Marketing Opportunity #2: Decorations Marketers and Retailers Need to Have Expansive

Vision of How Their Products Create and Support Holiday Experiences and Family

Traditions

Marketing Opportunity #3: Today’s Decorating Market Skews Toward Older Women;

Marketers Must Find Ways to Target Passions of Younger Women and Bring Them into

Decorating Fold

- Figure: Demographics of Very or Occasionally Involved Crafter

Marketing Opportunity #4: Holiday Decorating Marketers and Retailers Must Embrace

Experiential Marketing Paradigm to Make Decorating Fun and Involving

Marketing Opporunity #5: Consumers’ Shopping Choices Are Clear — Marketers and

Retailers Need to Find New Ways to Add Value and Bring More Excitement to Decorations

Shopping

Marketing Vulnerabilities: The Dangers of Missing the Mark[et] in Decorations

Marketing

Appendix A: Methodology & Research Questionnaire

Methodology

Seasonal Decorations Consumer Questionnaire




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