Outdoor Decorating Trends Increase

People’s passion for holiday and seasonal decorating is moving outside. In 2009 Americans spent nearly 40 percent of their annual seasonal decorations budget on new outdoor decorations, up from only 22 percent back in 2004, according to a recently released report from Unity Marketing, Christmas and Seasonal Decorations Report 2010 UPDATE.

Overall sales of outdoor seasonal and holiday decorations rose 18.9 percent from 2008 to 2009, while sales of indoor decorations were off by 4 percent. This is based upon the results of a new survey among 548 seasonal decorations consumers completed early this year in order to capture purchases for the 2009 sales year. Throughout the first nine months of 2009, Unity Marketing found consumers held back on buying new holiday decorations. They didn’t start shopping for new decorations until the fourth quarter.

“For all 2009 holidays up until Halloween, consumer spending on seasonal decorations were off from 2008 levels. That all changed with Halloween, with spending for Halloween decorations rising over 18 percent from 2008 to 2009. Sales of Christmas decorations in 2009 rose more modestly, with much of that growth attributed to increased purchases of outdoor decorations,” explains Pam Danziger, president of Unity Marketing and lead researcher on the new seasonal decorations survey.

Danziger explains, “This study provides marketers and retailers the latest information about American’s seasonal decorating traditions and new purchases. While the seasonal decorations market is notoriously volatile with decorating trends going rapidly in and out of favor, for 2010 we see clear signs that Americans will invest more in seasonal decorations this year. Outside decorating will remain the focus this year, with consumers starting earlier to celebrate the Fourth of July, followed by new outside decorations to welcome in the fall holidays. For autumn decorators will emphasize natural floral accessories and nature themes throughout the inside and outside of the home. Halloween celebrations will go more sinister with a boost from the growing popularity of vampires and werewolves which will be popular themes for costumes and decorations.

“Assuming the economy continues to improve, Americans are likely to return to the stores to buy new Christmas decorations for their outdoor areas and especially their Christmas trees. This is likely to be a good year for marketers and retailers offering ready-lit Christmas trees which seemed too pricey during the recession. They also are likely to make the investment this year toward more energy-efficient lights to replace the old electricity-hogging models.”

Danziger concludes, “This research study shows that product innovation is key to marketing success. The latest consumer insights can guide marketers to uncover what consumers desire in new decorating fashion and design new product lines that will give today’s careful shopper a reason to buy.

“Insights in this report will also help marketers learn about new patterns in where people shop for decorations so that they can maximize the sales opportunity in each of the different retail channels. For example, marketers should have an Internet strategy in place for Christmas 2010 as the research found the Internet and non-store retailers are among the fastest growing retail category for these items.”