National Tree Co. study finds strong holiday décor demand persists despite inflation concerns
More than a third of U.S. consumers plan on purchasing an artificial tree this year
CRANFORD, N.J. — (BUSINESS WIRE) — National Tree Company, the leading privately held importer and wholesaler of artificial Christmas trees, wreaths, scents and holiday decorations, today announced a national survey found that 35 percent of consumers intend to purchase a new artificial tree this year. Of those, the largest group, 31 percent, said their budget is between $101 and $200, which was the most popular range in 2023 as well. Surprisingly, 21 percent said they would spend between $201 and $500 on a new artificial tree.*
Budget and inflation weighing on consumers
When asked what factors will impact their decision-making regarding holiday décor purchases this year, 69 percent of respondents said budget and inflation were the leading drivers. Close behind were the need for certain items, cited by nearly 64 percent of respondents, and 61.5 percent said buying was driven primarily by promotion and sales.
“The fact that more than one third of the survey’s respondents said they planned on buying a new artificial tree suggests a robust market this season, but enthusiasm should be tempered as budgets and inflation are still wearing on consumers,” said Chris Butler, CEO of National Tree Company. “While some will pay more, we’re expecting a significant number of consumers will be looking for lower-cost trees combined with other lower priced décor this year.”
Among non-tree décor, seasonal home fragrance and wreaths & garland were the most popular categories, outpacing stockings and other indoor décor, and all outdoor items, such as lawn displays.
Brick and mortar trumps online shopping
When asked where consumers think they’ll do most of their holiday décor shopping this year, close to 60 percent said in a physical store versus online. The top three physical retailers were Walmart, Target and Dollar Store (Dollar General, Dollar Tree, Family Dollar). For online buyers, Amazon, Walmart, Target, Lowes, Home Depot, and other do-it-yourself (DIY) websites were ranked highest.
A shorter buying season
When asked about the time frame consumers intend to make their holiday décor purchases, 27 percent of respondents said October, 33 percent said November before Thanksgiving, 21 percent said Black Friday to Cyber Monday, while 14 percent said the first three weeks in December.
“With Thanksgiving falling later in November this year, the post-holiday buying season will be shorter, so consumers looking for specific items will be well served by not waiting for Black Friday if they want to beat the crowds,” Butler added.
The 500-participant national survey of adults between 18 and 60 years was conducted during the month of July.
* $201-300: 10.89 percent, $301-400: 10.24 percent.
About National Tree Company
For 60 years National Tree Company has been a leading importer and wholesaler of artificial Christmas trees, wreaths and garlands as well as holiday decorations and fiber optics products. Our trees come in a wide range of shapes, styles and sizes – both lit and unlit – many with available matching wreaths, garlands and assorted greenery. National Tree Company also offers a line of artificial bushes and topiaries that are as beautiful as they are realistic. These shrubbery products are maintenance-free and can be used indoors or outdoors, with many varieties available pre-lit.
Recognizing the power of scent to evoke cherished memories and create a warm, inviting atmosphere, National Tree acquired Scentsicles in 2022. Scentsicles bring the authentic fragrance of a fresh-cut Christmas tree to any home, whether enhancing the aroma of a real tree or adding that perfect touch to an artificial one. They offer a simple yet meaningful way to complete your Christmas décor with the familiar scent of the holiday season.
We have recently expanded our product line to include a seasonal category that includes decorative pieces for display in Spring, Summer, Fall and year-round. In this category are also items for Easter, Independence Day and Halloween. National Tree Company has been at the forefront of innovation and design in the manufacture of its products, and we continually strive to ensure the satisfaction of our customers. Learn more at nationaltree.com.
Contacts
Rick Popko
Stanton
rpopko@stantonprm.com
415-425-4756
