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The Christmas, Halloween And Holiday Decorations Report 2012

Christmas, Halloween and Holiday Decorations Report 2012

The Ultimate Guide to the Consumer Market for Christmas, Halloween and Other Holiday Decorations

This research reports explores the consumer market for seasonal decorations, including indoor and outdoor decorations for Christmas, Halloween and other holidays throughout the year. It looks at both American household's holiday decorating traditions, as well as new purchases of holiday and seasonal decorations. The overall size and scope of the decorations market is defined, including retail sales by product type (e.g. Christmas tree balls, indoor lights, outdoor lights, etc.) and channel of distribution (e.g. general merchandisers, such as discount department stores; non-store retailers, notable internet and TV shopping; and specialty stores, such as hardware/home improvement, gift stores, craft and hobby and more).

>> Marketers can discover new marketing strategies and opportunities through this study of the holiday decorations consumer market.

In addition to providing market data for business strategy and planning, this research study places a special focus on the needs, desires and passions of the decorating consumers, specifically those who bought any seasonal decorations in the past year. Companies that design and develop seasonal decorations products, as well as retailers that sell these products, including internet and direct marketers, will benefit from the new insights presented in this report into the seasonal decoration customers' purchase behavior and mindset.

Based upon a survey conducted in early January 2012 in order to capture data about purchases for Christmas 2011 season, this report covers findings from in-depth quantitative surveys conducted among 1,238 consumers who bought any holiday decorations from January 1, 2011 through the end of 2011. The results from the 2012 survey are compared with results of a similar survey conducted in January 2009 among 1,049 consumers who bought any holiday decorations throughout the 2008 sales year, as well as a short survey conducted among 525 decorations buyers in January 2010 covering the 2009 sales year.

This report helps marketers and retailers tap into the psychology of people who buy these goods. The findings and insights presented in the report will help marketers and retailers understand the consumers' drives, motivations and passions in making their purchase and shopping decisions. This report will help marketers and retailers understand their consumers better. In this way, they can discover new marketing strategies and opportunities that will help them reach their target consumers more effectively and more productively.

This study brings a special emphasis not just on what seasonal decorations consumers buy, but also on how they decorate their homes for various holiday celebrations. It also provides insights into why they buy and where they shop for these goods. These insights translate directly into actionable strategies and tactics that marketers can use to build their businesses. Understanding the mindset of the seasonal decorations consumer, their desires and needs, is critical for companies to forge a path to market growth in this time of economic challenges.

With a focus on consumers and their buying behavior, needs, desires and preferences, this research study will include research data and statistics about:

Holiday and Seasonal Decorations Market Size and Growth: What is the size of the holiday and seasonal decorations market, including the key product segments in the market, including indoor and outdoor decorations? How is the market segmented by type of product and channels of distribution? How rapidly is it growing? What are future growth trends in the seasonal decorations market?

Demographics of the Holiday and Seasonal Market: What are the demographic characteristics that distinguish the prime target market for holiday and seasonal decorations marketers? What are the key demographic differences found among and between buyers of the different products and service segments (e.g., gender, age, generation, HHI, size, composition, ethnicity/race, education, etc.)?

Buying and Shopping Behavior of Holiday and Seasonal Decorations Consumers: What are the primary characteristics of the consumers' buying behavior related to holiday and seasonal decorations? Where do consumers shop for the different types of products and services? What kind of shopping experiences do consumers crave and what kind do they disdain? What motivates them to buy seasonal decorations and how can marketers tap these motivators through branding and marketing communications initiatives? What factors influence their decision making in product purchase? How much do they spend buying each of the products and across the entire category? What are the popular price points for key products within the seasonal decorations market? What is the role of brand in product and services selection and shopping choices? How do different demographic segments differ in their shopping and buying behavior?

Favorite Holiday and Seasonal Decorations Brands, Licenses & Stores: A major thrust of the research is to understand the brand preferences of holiday seasonal decorations customers in both their product selections and retail shopping choices. What are the top product brands based upon usage and brand awareness in this category? How do these competing brands rank in terms of consumer awareness and usage? What retailers do consumers favor for seasonal decorations purchases? And what licensed properties are most popular with decorations consumers?

Psychographic Profile and Segmentation of the Holiday and Seasonal Decorations Markets: A psychographic profile of the seasonal decoration consumers is presented in this study. The profiles identify different types or personalities of consumers of these goods. These profiles identify each personality's drives and motivations in purchasing decorating products. By understanding the psychology of different types of shoppers, marketers will discover what factors are more or less important in driving each personality's purchasing decisions and how consumers' different attitudes and motivations influence what they buy and how much they spend. These insights will help seasonal decorations marketers and retailers better understand the hearts and minds of their consumers.

Consumer surveys delve deeply into purchase behavior and motivation

This report focuses on the results of two recent surveys among consumers of seasonal decorations: an in-depth survey fielded in January 2012 and in January 2009, as well as an abbreviated survey to update this study with information about decorations purchases throughout 2009 that was fielded in January 2010.

In-Depth Decorations Survey 2012

An in-depth survey among 1,238 holiday and seasonal decorations buyers was conducted January 7-18, 2012 covering purchases of decorations during the 2011 sales year. Survey respondents were qualified by income ($35,000 or more of household income) and age (24-64 years) and as well as whether they had purchased any seasonal decorations product in the past 12 months. Respondents were further qualified by the level of involvement and/or responsibility for decorating decisions with only those who were either primarily or jointly responsible for holiday decorating or purchasing responding to the survey. A total of 2,043 respondents were queried to identify those 1,238 consumers that met the survey qualifications and completed the survey. This represents an overall 65 percent incidence.


INTRODUCTION
Objectives of the Research Study
Consumer Survey Delves Deeply into Purchase Behavior and Motivation
In-Depth Decorations Survey 2012
Short Form Decorations Survey 2010
In-Depth Decorations Survey 2009
Qualitative Research
Gift Marketers: Take Action>>
Specific Products, Brands and Data Points Presented in this Study
Demographics
How They Decorate for Each Holiday and Trends in Decorating Traditions
>> In-depth Investigation: Christmas and Halloween Decorating Traditions and Purchases
More on Christmas Decorating Traditions and Purchases
Christmas Decorations Products Purchased
Special Investigation: How the Current Economy is Impacting the Decorations Shopper and the Trends on Future Spending on Decorations
Other Holiday Decorations Purchased and Amount Spent by Holiday
Where Holiday Decorations Were Bought
What Shopping Experiences Decorations Shoppers Valued
>> Special Investigation: Where They Get Decorating Inspiration
Attitudes about Holiday Decorating and Purchasing
Holiday Decorations and Licensed Brands as well as Store Brands Included in the Survey
CHAPTER 1: ABOUT THE DEMOGRAPHICS OF THE CHRISTMAS, HALLOWEEN AND HOLIDAY DECORATIONS CONSUMERS
Seasonal Decorations Overall Purchase Incidence
Figure 1:Overall Holiday Decorations Purchase Incidence (2012 & 2009)
>> Seasonal Marketers: Take Action
Demographics of Who Purchases Holiday Decorations
Gender of Holiday and Seasonal Decorations Buyers
Figure 2: Gender Distribution (2012, 2010 & 2009 surveys)
Age of Holiday and Seasonal Decorations Consumers
Figure 3: Age of Holiday Decorations Consumers (2012, 2010 & 2009)
Household Income
Figure 4: Household Income of Holiday Decorations Consumers (2009 & 2008)
Other Demographic Factors
Figure 5: Other Demographics Factors
Figure 6: Other Demographic Factors; Employment and Education
Overview for Which Holidays Decorations Were Purchased and How Much Was Spent
For Which Holidays Decorations Were Purchased
Figure 7: Purchase Incidence by Season (2012, 2010 & 2009)
Spending on Holiday Decorations
Figure 8: Total Spending Holiday Decorations (2012 & 2009)
Decorations Spending by Demographic Segment
Figure 9: Total Decorations Spending by Demographic Segments (2012 & 2009)
>>Decorations Marketers: Take Action
Trends in Purchasing New Decorations in Next Twelve Months
Figure 10: Likelihood to Purchase New Holiday Decorations in NextYear (2012 & 2009)
Expected Spending on New Decorations in Next Twelve Months
Figure 11: Spending Trends on New Decorations (2012 & 2009)
CHAPTER 2: ABOUT SALES & GROWTH IN THE HOLIDAY DECORATIONS MARKET
Key Findings on Holiday Decorations Market
Holiday Decorations Market Sales & Growth
Figure 12: Seasonal Decorations Consumer Market by Holiday, Sales & Growth 2004- 2011
>> Decorations Marketers: Take Action
Market for Indoor and Outdoor Decorations
Figure 13: Market Size and Growth for Indoor and Outdoor Decorations 2004-2011
>> Decorations Marketers: Take Action
Market for Indoor & Outdoor Decorations by Holiday Detail
Figure 14: Market for Holiday Decorations, Indoor & outdoor by Holiday 2011
Market Sales by Type of Decoration
Indoor Christmas Decorations Market Overview
Figure 15: Indoor Christmas Decorations Overview, 2008 & 2011
Indoor Christmas Tree Decorations by Product Type
Figure 16: Indoor Christmas Tree Decorations by Product Type Detail, 2008 & 2011
Other Indoor Christmas Decorations by Product Type
Figure 17: Market for Other Indoor Christmas Decorations by Product Detail, 2008 & 2011
Outdoor Christmas Decorations Market by Product Type
Figure 18: Market for Outdoor Christmas Decorations by Product Detail, 2008 & 2011
Other Holiday Indoor Decorations Market by Product Type
Figure 19: Market for Other Indoor Holiday Decorations Product Detail, 2008 & 2011
Other Holiday Outdoor Decorations Market by Product Type
Figure 20: Market for Other Holiday Outdoor Decorations by Product Type, 2008 & 2011
Seasonal Decorations Sales by Channel of Distribution
Figure 21: Seasonal Decorations Market by Primary Channel of Distribution 2008, 2009 & 2011
Figure 22: Channel of Distribution Details by Type of Store, 2011
Historical Seasonal Decorations Channel of Distribution Detail
Figure 23: Channel of Distribution Detail by Type of Stores, 2008 and 2009
>>Decorations Marketers: Take Action
CHAPTER 3: ABOUT CHRISTMAS DECORATING TRADITIONS
Key Findings about Christmas Decorating Traditions
About How People Decorate Their Homes for Christmas
Figure 24: Christmas Decorating Traditions: Inside only, Outside only or Both (2012 & 2009)
Posting Pictures on Social Media
Figure 25: Use of Social Media to Post Holiday Decorations Pictures
Trends in Christmas Decorating
Trends in Spending
Figure 26: Trends in Spending on New Christmas Decorations
Trends in Prices
Figure 27: Impact of Prices on Purchasing New Decorations
Trends in Entertaining
Figure 28: Role Entertaining Played in Holiday Decorating Decisions
Trends in Number of Visitors
Figure 29: Role of Friends and Family Visiting and Holiday Decorating
Trends in Time to Decorate
Figure 30: Role of Time Available for Decorating
Trends in Extent of Decorations
Figure 31: Trend in Indoor Christmas Decorating
>>Decorations Marketers: Take Action
Indoor Christmas Decorating Traditions
Number and Types of Christmas Trees Displayed
Figure 32: Type and number of full-size and tabletop trees (2012 & 2008)
Types of Christmas Tree Lights Used
Figure 33: Types of Christmas Tree Lights Used
Colors of Christmas Tree Lights
Figure 34: Christmas Tree Light Colors
Favorite Colors for Indoor Christmas Decorations
Figure 35: Colors Favored for Indoor Christmas Decorating (2008 & 2004)
>> Decorations Marketers: Take Action
Styles & Themes for Indoor Christmas Decorating
Figure 36: Styles for Indoor Christmas Decorations
Figure 37: Themes for Indoor Christmas Decorations
When Put Up and Took Down Indoor Christmas Decorations
Figure 38: When Decorated Indoors for Christmas
Figure 39: When Take Down Indoor Christmas Decorations
Outdoor Christmas Decorating Traditions
Types of Outdoor Christmas Decorations Displayed
Figure 40: Type of Outdoor Decorations Christmas
Kinds of Lights Displayed
Figure 41: Type of Outdoor Lights (2012)
Figure 42: Style of Outdoor Lights (2012)
Figure 43: Types of Outdoor Lights Used (2009)
Figure 44: Favorite Colors for Outdoor Lights (2008)
Figure 45: Use of Timer to Turn On Outdoor Displays
Where Outdoor Lights Are Displayed
Figure 46: Where Outdoors Lights Are Displayed
Trend in Outdoor Christmas Decorating
Figure 47: Trend in Outdoor Christmas Decorations
When Put Up and Took Down Outdoor Christmas Decorations
Figure 48: When Set Up Outdoor Christmas Decorations
Figure 49When Take Down Outdoor Christmas Decorations
Use of Professional Decorators
Figure 50: Use of Professional Decorator
>> Decorations Marketers: Take Action
CHAPTER 4: ABOUT CHRISTMAS DECORATIONS PURCHASES
Key Findings about Christmas Decorations Purchases
About Purchases of Indoor Christmas Decorations
Indoor Christmas Tree Decorations
Figure 51: Indoor Christmas Tree Decorations Purchased (2012 & 2009)
Other Indoor Decorations (Not for Christmas Tree Display)
Figure 52: Other Indoor Christmas Decorations Purchased (2012 & 2009)
>>Decorations Marketers: Take Action
Spending on Indoor Decorations
Figure 53: Spending Indoor Christmas Decorations (2012 & 2009)
Spending Trends on Indoor Decorations
Figure 54: Trend in Spending on Indoor Christmas Decorations (2012 & 2009)
>>Decorations Marketers: Take Action
About Purchases of Outdoor Christmas Decorations
Types of Outdoor Decorations Purchased
Figure 55: Type of Outdoor Decorations Purchased (2012 & 2009)
>>Decorations Marketers: Take Action
Type of Outdoor Lights Purchased
Figure 56: Type of Outdoor Lights Bought, e.g. LED, incandescent (2012)
Figure 57: Color of Outdoor Lights Bought (2012)
Figure 58: Style of Outdoor Lights Bought, e.g. string, rope, etc., (2012)
Figure 59: Type of Outdoor Lights Bought (2009)
Factors that Were Most Important in Influencing Outdoor Light Purchase
Figure 60: Factors Rated Most Important in Selecting Outdoor Lights (2012 & 2009)
>>Decorations Marketers: Take Action
Spending on Outdoor Christmas Decorations
Figure 61: Spending on Outdoor Christmas Decorations (20012 & 2009)
>>Decorations Marketers: Take Action
Spending Trends on Outdoor Christmas Decorations
Figure 62: Spending Trends on Outdoor Christmas Decorations (20012 & 2009)
>>Decorations Marketers: Take Action
CHAPTER 5: ABOUT HALLOWEEN DECORATING TRADITIONS AND DECORATIONS PURCHASES
Key Findings about Halloween Decorating Traditions and Purchases
Halloween Decorations Overview
Figure 63: Halloween Decorations Purchases Overview, (2012 & 2009)
About Halloween Decorating Traditions
Figure 64: Halloween Decorating Traditions (2012 & 2009)
Use of Outdoor Lighting for Halloween
Figure 65: Outdoor Lights for Halloween Displays (2012)
When Put Up Halloween Decorations
Figure 66: When Put Up Halloween Decorations
Scary or Cute Decorations?
Figure 67: Scary or Cute Themes for Halloween Decorations (2012)
Characters for Halloween Decorations
Figure 68: Favorite Characters for Halloween Decorations (2012)
Trends in Halloween Decorations
Figure 69: Trends in Halloween Decorations (2012)
>>Decorations Marketers: Take Action
Figure 70: Halloween Decorations by Income (2102)
About Halloween Decorations Purchases
Halloween Indoor Decorations Purchased
Figure 71: Halloween Indoor Decorations Purchased (2012 & 2009)
Halloween Outdoor Decorations Purchased
Figure 72: Halloween Outdoor Decorations Purchased (2012 & 2008)
Halloween Decorations Spending
Figure 73: Halloween Decorations Spending, Indoor & Outdoor 2012
Figure 74: Halloween Decorations Spending by Income, (2012)
Figure 75: Halloween Decorations Spending (2009)
Trends in Spending on Halloween Decorations
Figure 76: Halloween Decorations Spending Trends (2012)
CHAPTER 6: ABOUT DECORATING TRADITIONS FOR OTHER HOLIDAYS & OTHER HOLIDAY DECORATIONS PURCHASES
Overview Other Holiday Decorating Traditions and Purchase Incidence
Other Holiday Decorating Traditions
Figure 77: Holiday Decorating Traditions Other Holidays, Indoor, Outdoor or Both (2012 & 2009)
Purchases of Other Holiday Decorations
Figure 78: Purchase Incidence of Other Holiday Decorations, including Indoor, Outdoor (2012 & 2009)
>>Seasonal Decorations Marketers: Take Action
Overview Indoor Decorations Purchases Other Holidays
Figure 79: Summary of Indoor Decorations Purchased Other Holidays (2012 & 2009)
Overview Outdoor Decorations Purchases Other Holidays
Figure 80: Overview Outdoor Decorations Purchased Other Holidays (2012 & 2008)
>>Seasonal Decorations Marketers: Take Action
Spending on Other Holidays Decorations
Figure 81: Spending on Other Holiday Decorations (2012 & 2009)
CHAPTER 7: ABOUT SHOPPING FOR SEASONAL DECORATIONS
Key Findings about Shopping for Decorations
Shopping Destinations for Christmas and Seasonal Decorations
Figure 82: Shopping Destinations, Regular & Occasional (2012 & 2009)
Demographic Distinctives in Shopping Destinations
>>Seasonal Decorations Marketers: Take Action
Favorite Stores for Decorations Shoppers
Figure 83: Favorite Retail Store Brands and Key Demographic Characteristics Linked to Retail Brand (2012)
>> Seasonal Decorations Marketers: Take Action
Direct-to-consumer consumers
Figure 84Decorations Budget Spent Online or Direct-to-Consumer Channels (2012)
>>Seasonal Decorations Marketers: Take Action
Experiences Rated Important in Influencing Seasonal Decorations Consumers to Shop
Figure 85: Shopping Experiences Rated Very or Extremely Important by Decorations Shoppers (2012 & 2009)
>>Seasonal Decorations Marketers: Take Action
Activities that Influence the Decorations Shopper Most
Figure 86: Shopping Activities That Influence the Decorations Shopper (2012)
>>Seasonal Decorations Marketers: Take Action
Likelihood to Shop after the Holiday for Discounts
Figure 87: Likelihood to Shop after Holiday for Sales ( 2012)
CHAPTER 8: SEASONAL DECORATIONS BRANDS
Brand Awareness
Figure 88: Decorations Brand Awareness (2012 & 2009)
>>Seasonal Decorations Marketers: Take Action
CHAPTER 9: ABOUT HOLIDAY DECORATIONS CONSUMERS' ATTITUDES AND PERSONALITIES
Where Decorators Get Ideas for Decorating
Figure 89: Sources of Decorating Ideas (2012 & 2009)
>>Seasonal Decorations Marketers: Take Action
Attitudes about Seasonal Decorations
Figure 90: Attitudes about Seasonal Decorations (2012 & 2009)
Trends in Attitudes about Seasonal Decorating
Figure 91: Trends in Attitudes (2012 & 2009)
Five Different Personalities of Seasonal Decorations Consumers Emerged
Figure 92: Decorating Personalities’ Distribution and Average Spend (2012)
Figure 93: Seasonal Decorations Personalities and their Attitudes (2012)
Met the Decorating Personalities
The Martha Personality
Christmas Decorator Personality
Obligated Decorator
Just-Get-By Decorator
Nostalgic Decorator
Field Guide to the Five Decorating Personalities
Figure 94: Field Guide to the Five Decorating Personalities (2012)
>> Seasonal Decorations Marketers: Take Action
CHAPTER 10: ABOUT MAXIMIZING SALES TO THE SEASONAL DECORATIONS CONSUMER MARKET
Key Findings & Strategic Implications
Methodology & Survey Sample Demographics
Trends in Seasonal Decorations Purchase Incidence
>> Seasonal Marketers: Take Action
Demographics of Decorations Buyers
Overview Purchases & Spending
>>Decorations Marketers: Take Action
Trends in Purchasing New Decorations in Next Twelve Months
About Sales & Growth in the Holiday Decorations Market
Key Findings on Holiday Decorations Market
>>Decorations Marketers: Take Action
About Christmas Decorating Traditions
Key Findings about Christmas Decorating Traditions
>> Decorations Marketers: Take Action
>> Decorations Marketers: Take Action
About Christmas Decorations Purchases
Key Findings about Christmas Decorations Purchases
>>Decorations Marketers: Take Action
>>Decorations Marketers: Take Action
>>Decorations Marketers: Take Action
>>Decorations Marketers: Take Action
About Halloween Decorating Traditions and Decorations Purchases
Key Findings about Halloween Decorating Traditions and Purchases
>>Decorations Marketers: Take Action
About Shopping for Decorations
Key Findings about Shopping for Decorations
>>Seasonal Decorations Marketers: Take Action
>>Seasonal Decorations Marketers: Take Action
>>Seasonal Decorations Marketers: Take Action
About Decorations Consumers’ Attitudes & Personalities
Attitudes about Seasonal Decorations
Met the Five Decorating Personalities
>> Seasonal Decorations Marketers: Take Action
Final Thoughts
Getting Rid of Clutter Dominant Consumer Trend — Seasonal Decorations Are the Exception to the Rule
The Whole Consumer Economy Is Going Experiential — Material Goods Have to Deliver an Experience to the Consumer
Why Experiences Will Always Trump Things
Experiences Give Rise to Nostalgia and a Longing for More Experiences
Strategies for Seasonal Decorations Marketers to Maximize Sales:
Strategies for Seasonal Decorations Marketers to Maximize Sales:
Strategies for Seasonal Decorations Marketers to Maximize Sales:
Strategies for Seasonal Decorations Marketers to Maximize Sales:
Strategies for Seasonal Decorations Marketers to Maximize Sales:
APPENDIX A: FOCUS GROUP COMMENTS
Focus Group Research
About Favorite Decorations
About Why They Decorate
Indoor Decorating Traditions for Christmas
Outside Christmas Decorating Traditions
Easter Decorating Traditions
Fourth of July Decorating Traditions
Halloween Decorating Traditions
Thanksgiving Decorating Traditions
Party Decorating Details
Details About Other Decorating Traditions
About Shopping for Decorations

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