The Christmas, Halloween and Holiday Decorations Report 2012

INTRODUCTION ...... 12

Objectives of the Research Study ...... 12

Consumer Survey Delves Deeply into Purchase Behavior and Motivation ...... 15 In-Depth Decorations Survey 2012 ...... 15 Short Form Decorations Survey 2010 ...... 16 In-Depth Decorations Survey 2009 ...... 16 Qualitative Research ...... 17 Gift Marketers: Take Action>> ...... 18

Specific Products, Brands and Data Points Presented in this Study ...... 19 Demographics ...... 19 How They Decorate for Each Holiday and Trends in Decorating Traditions ...... 20 >> In-depth Investigation: Christmas and Halloween Decorating Traditions and Purchases ...... 21 More on Christmas Decorating Traditions and Purchases ...... 21 Christmas Decorations Products Purchased ...... 22 Special Investigation: How the Current Economy is Impacting the Decorations Shopper and the Trends on Future Spending on Decorations ... 25 Other Holiday Decorations Purchased and Amount Spent by Holiday ...... 26 Where Holiday Decorations Were Bought ...... 28 What Shopping Experiences Decorations Shoppers Valued ...... 30 >> Special Investigation: Where They Get Decorating Inspiration ...... 30 Attitudes about Holiday Decorating and Purchasing ...... 31

Holiday Decorations and Licensed Brands as well as Store Brands Included in the Survey...... 32

CHAPTER 1: ABOUT THE DEMOGRAPHICS OF THE CHRISTMAS, HALLOWEEN AND HOLIDAY DECORATIONS CONSUMERS ...... 35 Seasonal Decorations Overall Purchase Incidence ...... 36 Figure 1:Overall Holiday Decorations Purchase Incidence (2012 & 2009) ...... 36 >> Seasonal Marketers: Take Action ...... 36

Demographics of Who Purchases Holiday Decorations ...... 37 Gender of Holiday and Seasonal Decorations Buyers ...... 37 Figure 2: Gender Distribution (2012, 2010 & 2009 surveys) ...... 37 Age of Holiday and Seasonal Decorations Consumers ...... 38 Figure 3: Age of Holiday Decorations Consumers (2012, 2010 & 2009) ...... 38

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Household Income ...... 39 Figure 4: Household Income of Holiday Decorations Consumers (2009 & 2008) ...... 39 Other Demographic Factors ...... 40 Figure 5: Other Demographics Factors ...... 40 Figure 6: Other Demographic Factors; Employment and Education ...... 41

Overview for Which Holidays Decorations Were Purchased and How Much Was Spent ...... 42 For Which Holidays Decorations Were Purchased ...... 42 Figure 7: Purchase Incidence by Season (2012, 2010 & 2009) ...... 42 Spending on Holiday Decorations ...... 44 Figure 8: Total Spending Holiday Decorations (2012 & 2009) ...... 44 Decorations Spending by Demographic Segment ...... 45 Figure 9: Total Decorations Spending by Demographic Segments (2012 & 2009) ...... 45 >>Decorations Marketers: Take Action ...... 46

Trends in Purchasing New Decorations in Next Twelve Months ...... 47 Figure 10: Likelihood to Purchase New Holiday Decorations in NextYear (2012 & 2009) ...... 47 Expected Spending on New Decorations in Next Twelve Months ...... 48 Figure 11: Spending Trends on New Decorations (2012 & 2009) ...... 48

CHAPTER 2: ABOUT SALES & GROWTH IN THE HOLIDAY DECORATIONS MARKET ...... 49 Key Findings on Holiday Decorations Market ...... 49

Holiday Decorations Market Sales & Growth ...... 53 Figure 12: Seasonal Decorations Consumer Market by Holiday, Sales & Growth 2004- 2011 ...... 53 >> Decorations Marketers: Take Action ...... 54 Market for Indoor and Outdoor Decorations ...... 55 Figure 13: Market Size and Growth for Indoor and Outdoor Decorations 2004-2011 ...... 55 >> Decorations Marketers: Take Action ...... 55 Market for Indoor & Outdoor Decorations by Holiday Detail ...... 56 Figure 14: Market for Holiday Decorations, Indoor & outdoor by Holiday 2011 ...... 56

Market Sales by Type of Decoration ...... 57 Indoor Christmas Decorations Market Overview ...... 57 Figure 15: Indoor Christmas Decorations Overview, 2008 & 2011 ...... 57 Indoor Christmas Tree Decorations by Product Type ...... 58 Figure 16: Indoor Christmas Tree Decorations by Product Type Detail, 2008 & 2011 ...... 58

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Other Indoor Christmas Decorations by Product Type ...... 60 Figure 17: Market for Other Indoor Christmas Decorations by Product Detail, 2008 & 2011 ...... 60 Outdoor Christmas Decorations Market by Product Type ...... 62 Figure 18: Market for Outdoor Christmas Decorations by Product Detail, 2008 & 2011 ...... 62 Other Holiday Indoor Decorations Market by Product Type ...... 63 Figure 19: Market for Other Indoor Holiday Decorations Product Detail, 2008 & 2011 ...... 63 Other Holiday Outdoor Decorations Market by Product Type ...... 64 Figure 20: Market for Other Holiday Outdoor Decorations by Product Type, 2008 & 2011 ...... 64

Seasonal Decorations Sales by Channel of Distribution ...... 65 Figure 21: Seasonal Decorations Market by Primary Channel of Distribution 2008, 2009 & 2011 ...... 65 Figure 22: Channel of Distribution Details by Type of Store, 2011 ...... 67 Historical Seasonal Decorations Channel of Distribution Detail ...... 68 Figure 23: Channel of Distribution Detail by Type of Stores, 2008 and 2009 ...... 69 >>Decorations Marketers: Take Action ...... 69

CHAPTER 3: ABOUT CHRISTMAS DECORATING TRADITIONS ...... 72 Key Findings about Christmas Decorating Traditions ...... 72

About How People Decorate Their Homes for Christmas ...... 73 Figure 24: Christmas Decorating Traditions: Inside only, Outside only or Both (2012 & 2009) ...... 73 Posting Pictures on Social Media ...... 74 Figure 25: Use of Social Media to Post Holiday Decorations Pictures ...... 74

Trends in Christmas Decorating ...... 75 Trends in Spending ...... 75 Figure 26: Trends in Spending on New Christmas Decorations ...... 75 Trends in Prices ...... 76 Figure 27: Impact of Prices on Purchasing New Decorations ...... 76 Trends in Entertaining ...... 77 Figure 28: Role Entertaining Played in Holiday Decorating Decisions ...... 77 Trends in Number of Visitors ...... 78 Figure 29: Role of Friends and Family Visiting and Holiday Decorating ...... 78 Trends in Time to Decorate ...... 79 Figure 30: Role of Time Available for Decorating ...... 79 Trends in Extent of Decorations ...... 80 Figure 31: Trend in Indoor Christmas Decorating ...... 80

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>>Decorations Marketers: Take Action ...... 80

Indoor Christmas Decorating Traditions ...... 81 Number and Types of Christmas Trees Displayed ...... 81 Figure 32: Type and number of full-size and tabletop trees (2012 & 2008) ...... 81 Types of Christmas Tree Lights Used ...... 82 Figure 33: Types of Christmas Tree Lights Used ...... 82 Colors of Christmas Tree Lights ...... 83 Figure 34: Christmas Tree Light Colors ...... 83 Favorite Colors for Indoor Christmas Decorations ...... 84 Figure 35: Colors Favored for Indoor Christmas Decorating (2008 & 2004) ...... 84 >> Decorations Marketers: Take Action ...... 85 Styles & Themes for Indoor Christmas Decorating ...... 85 Figure 36: Styles for Indoor Christmas Decorations ...... 85 Figure 37: Themes for Indoor Christmas Decorations ...... 86 When Put Up and Took Down Indoor Christmas Decorations ...... 87 Figure 38: When Decorated Indoors for Christmas ...... 87 Figure 39: When Take Down Indoor Christmas Decorations ...... 88

Outdoor Christmas Decorating Traditions ...... 89 Types of Outdoor Christmas Decorations Displayed ...... 89 Figure 40: Type of Outdoor Decorations Christmas ...... 89 Kinds of Lights Displayed ...... 90 Figure 41: Type of Outdoor Lights (2012) ...... 90 Figure 42: Style of Outdoor Lights (2012) ...... 91 Figure 43: Types of Outdoor Lights Used (2009) ...... 92 Figure 44: Favorite Colors for Outdoor Lights (2008) ...... 93 Figure 45: Use of Timer to Turn On Outdoor Displays ...... 93 Where Outdoor Lights Are Displayed ...... 94 Figure 46: Where Outdoors Lights Are Displayed ...... 94 Trend in Outdoor Christmas Decorating ...... 95 Figure 47: Trend in Outdoor Christmas Decorations ...... 95 When Put Up and Took Down Outdoor Christmas Decorations ...... 96 Figure 48: When Set Up Outdoor Christmas Decorations ...... 96 Figure 49When Take Down Outdoor Christmas Decorations ...... 96 Use of Professional Decorators ...... 97 Figure 50: Use of Professional Decorator ...... 97 >> Decorations Marketers: Take Action ...... 98

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CHAPTER 4: ABOUT CHRISTMAS DECORATIONS PURCHASES ...... 99 Key Findings about Christmas Decorations Purchases ...... 99

About Purchases of Indoor Christmas Decorations ...... 101 Indoor Christmas Tree Decorations ...... 101 Figure 51: Indoor Christmas Tree Decorations Purchased (2012 & 2009) ...... 101 Other Indoor Decorations (Not for Christmas Tree Display) ...... 103 Figure 52: Other Indoor Christmas Decorations Purchased (2012 & 2009) ...... 103 >>Decorations Marketers: Take Action ...... 104 Spending on Indoor Decorations ...... 105 Figure 53: Spending Indoor Christmas Decorations (2012 & 2009) ...... 105 Spending Trends on Indoor Decorations ...... 106 Figure 54: Trend in Spending on Indoor Christmas Decorations (2012 & 2009) ...... 106 >>Decorations Marketers: Take Action ...... 107

About Purchases of Outdoor Christmas Decorations ...... 108 Types of Outdoor Decorations Purchased ...... 108 Figure 55: Type of Outdoor Decorations Purchased (2012 & 2009) ...... 108 >>Decorations Marketers: Take Action ...... 109 Type of Outdoor Lights Purchased ...... 110 Figure 56: Type of Outdoor Lights Bought, e.g. LED, incandescent (2012) ...... 110 Figure 57: Color of Outdoor Lights Bought (2012) ...... 111 Figure 58: Style of Outdoor Lights Bought, e.g. string, rope, etc., (2012) ...... 111 Figure 59: Type of Outdoor Lights Bought (2009) ...... 112 Factors that Were Most Important in Influencing Outdoor Light Purchase ...... 113 Figure 60: Factors Rated Most Important in Selecting Outdoor Lights (2012 & 2009)...... 113 >>Decorations Marketers: Take Action ...... 113 Spending on Outdoor Christmas Decorations ...... 114 Figure 61: Spending on Outdoor Christmas Decorations (20012 & 2009) ...... 114 >>Decorations Marketers: Take Action ...... 114 Spending Trends on Outdoor Christmas Decorations ...... 115 Figure 62: Spending Trends on Outdoor Christmas Decorations (20012 & 2009) ...... 115 >>Decorations Marketers: Take Action ...... 116

CHAPTER 5: ABOUT HALLOWEEN DECORATING TRADITIONS AND DECORATIONS PURCHASES ...... 117 Key Findings about Halloween Decorating Traditions and Purchases ...... 117

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The Christmas, Halloween and Holiday Decorations Report 2012

Halloween Decorations Overview ...... 119 Figure 63: Halloween Decorations Purchases Overview, (2012 & 2009) ...... 119

About Halloween Decorating Traditions ...... 120 Figure 64: Halloween Decorating Traditions (2012 & 2009) ...... 120 Use of Outdoor Lighting for Halloween ...... 121 Figure 65: Outdoor Lights for Halloween Displays (2012) ...... 121 When Put Up Halloween Decorations ...... 122 Figure 66: When Put Up Halloween Decorations ...... 122 Scary or Cute Decorations? ...... 122 Figure 67: Scary or Cute Themes for Halloween Decorations (2012) ...... 122 Characters for Halloween Decorations ...... 124 Figure 68: Favorite Characters for Halloween Decorations (2012) ...... 124 Trends in Halloween Decorations ...... 125 Figure 69: Trends in Halloween Decorations (2012) ...... 125 >>Decorations Marketers: Take Action ...... 126 Figure 70: Halloween Decorations by Income (2102) ...... 126

About Halloween Decorations Purchases ...... 126 Halloween Indoor Decorations Purchased ...... 127 Figure 71: Halloween Indoor Decorations Purchased (2012 & 2009) ...... 127 Halloween Outdoor Decorations Purchased ...... 128 Figure 72: Halloween Outdoor Decorations Purchased (2012 & 2008) ...... 128 Halloween Decorations Spending ...... 129 Figure 73: Halloween Decorations Spending, Indoor & Outdoor 2012 ...... 129 Figure 74: Halloween Decorations Spending by Income, (2012) ...... 130 Figure 75: Halloween Decorations Spending (2009)...... 130 Trends in Spending on Halloween Decorations ...... 131 Figure 76: Halloween Decorations Spending Trends (2012) ...... 131

CHAPTER 6: ABOUT DECORATING TRADITIONS FOR OTHER HOLIDAYS & OTHER HOLIDAY DECORATIONS PURCHASES ...... 132

Overview Other Holiday Decorating Traditions and Purchase Incidence ...... 133 Other Holiday Decorating Traditions ...... 133 Figure 77: Holiday Decorating Traditions Other Holidays, Indoor, Outdoor or Both (2012 & 2009) ...... 133 Purchases of Other Holiday Decorations ...... 135

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Figure 78: Purchase Incidence of Other Holiday Decorations, including Indoor, Outdoor (2012 & 2009) ...... 135 >>Seasonal Decorations Marketers: Take Action ...... 136 Overview Indoor Decorations Purchases Other Holidays ...... 137 Figure 79: Summary of Indoor Decorations Purchased Other Holidays (2012 & 2009) ...... 137 Overview Outdoor Decorations Purchases Other Holidays ...... 139 Figure 80: Overview Outdoor Decorations Purchased Other Holidays (2012 & 2008) ...... 139 >>Seasonal Decorations Marketers: Take Action ...... 139 Spending on Other Holidays Decorations ...... 140 Figure 81: Spending on Other Holiday Decorations (2012 & 2009) ...... 140

CHAPTER 7: ABOUT SHOPPING FOR SEASONAL DECORATIONS ...... 141 Key Findings about Shopping for Decorations ...... 141 Shopping Destinations for Christmas and Seasonal Decorations ...... 145 Figure 82: Shopping Destinations, Regular & Occasional (2012 & 2009) ...... 146 Demographic Distinctives in Shopping Destinations ...... 147 >>Seasonal Decorations Marketers: Take Action ...... 148 Favorite Stores for Decorations Shoppers ...... 149 Figure 83: Favorite Retail Store Brands and Key Demographic Characteristics Linked to Retail Brand (2012) ...... 150 >> Seasonal Decorations Marketers: Take Action ...... 151 Direct-to-consumer consumers ...... 152 Figure 84Decorations Budget Spent Online or Direct-to-Consumer Channels (2012) ...... 152 >>Seasonal Decorations Marketers: Take Action ...... 152 Experiences Rated Important in Influencing Seasonal Decorations Consumers to Shop ...... 154 Figure 85: Shopping Experiences Rated Very or Extremely Important by Decorations Shoppers (2012 & 2009) ...... 154 >>Seasonal Decorations Marketers: Take Action ...... 156 Activities that Influence the Decorations Shopper Most ...... 157 Figure 86: Shopping Activities That Influence the Decorations Shopper (2012) ...... 157 >>Seasonal Decorations Marketers: Take Action ...... 158 Likelihood to Shop after the Holiday for Discounts ...... 160 Figure 87: Likelihood to Shop after Holiday for Sales ( 2012) ...... 160

CHAPTER 8: SEASONAL DECORATIONS BRANDS ...... 162 Brand Awareness ...... 163 Figure 88: Decorations Brand Awareness (2012 & 2009) ...... 164 >>Seasonal Decorations Marketers: Take Action ...... 166

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CHAPTER 9: ABOUT HOLIDAY DECORATIONS CONSUMERS' ATTITUDES AND PERSONALITIES ...... 168

Where Decorators Get Ideas for Decorating ...... 169 Figure 89: Sources of Decorating Ideas (2012 & 2009) ...... 169 >>Seasonal Decorations Marketers: Take Action ...... 170

Attitudes about Seasonal Decorations ...... 171 Figure 90: Attitudes about Seasonal Decorations (2012 & 2009) ...... 172 Trends in Attitudes about Seasonal Decorating ...... 174 Figure 91: Trends in Attitudes (2012 & 2009) ...... 174

Five Different Personalities of Seasonal Decorations Consumers Emerged ...... 175 Figure 92: Decorating Personalities’ Distribution and Average Spend (2012) ...... 175 Figure 93: Seasonal Decorations Personalities and their Attitudes (2012) ...... 176 Met the Decorating Personalities ...... 177 The Martha Personality ...... 177 Christmas Decorator Personality ...... 178 Obligated Decorator ...... 178 Just-Get-By Decorator ...... 179 Nostalgic Decorator ...... 179 Field Guide to the Five Decorating Personalities ...... 181 Figure 94: Field Guide to the Five Decorating Personalities (2012) ...... 181 >> Seasonal Decorations Marketers: Take Action ...... 181

CHAPTER 10: ABOUT MAXIMIZING SALES TO THE SEASONAL DECORATIONS CONSUMER MARKET ...... 183

Key Findings & Strategic Implications...... 183

Methodology & Survey Sample Demographics ...... 183

Trends in Seasonal Decorations Purchase Incidence ...... 184 >> Seasonal Marketers: Take Action ...... 184 Demographics of Decorations Buyers ...... 185 Overview Purchases & Spending ...... 185 >>Decorations Marketers: Take Action ...... 186 Trends in Purchasing New Decorations in Next Twelve Months ...... 187

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About Sales & Growth in the Holiday Decorations Market ...... 187 Key Findings on Holiday Decorations Market ...... 187 >>Decorations Marketers: Take Action ...... 190

About Christmas Decorating Traditions ...... 193 Key Findings about Christmas Decorating Traditions ...... 193 >> Decorations Marketers: Take Action ...... 193 >> Decorations Marketers: Take Action ...... 194

About Christmas Decorations Purchases ...... 194 Key Findings about Christmas Decorations Purchases ...... 194 >>Decorations Marketers: Take Action ...... 196 >>Decorations Marketers: Take Action ...... 196 >>Decorations Marketers: Take Action ...... 197 >>Decorations Marketers: Take Action ...... 197

About Halloween Decorating Traditions and Decorations Purchases ...... 197 Key Findings about Halloween Decorating Traditions and Purchases ...... 197 >>Decorations Marketers: Take Action ...... 198

About Shopping for Decorations ...... 199 Key Findings about Shopping for Decorations ...... 199 >>Seasonal Decorations Marketers: Take Action ...... 201 >>Seasonal Decorations Marketers: Take Action ...... 202 >>Seasonal Decorations Marketers: Take Action ...... 203

About Decorations Consumers’ Attitudes & Personalities ...... 204 Attitudes about Seasonal Decorations ...... 204 Met the Five Decorating Personalities ...... 205 >> Seasonal Decorations Marketers: Take Action ...... 208

Final Thoughts ...... 210 Getting Rid of Clutter Dominant Consumer Trend — Seasonal Decorations Are the Exception to the Rule ...... 210 The Whole Consumer Economy Is Going Experiential — Material Goods Have to Deliver an Experience to the Consumer ...... 211 Why Experiences Will Always Trump Things ...... 212 Experiences Give Rise to Nostalgia and a Longing for More Experiences ...... 214 → Strategies for Seasonal Decorations Marketers to Maximize Sales: ...... 215 → Strategies for Seasonal Decorations Marketers to Maximize Sales: ...... 216

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→ Strategies for Seasonal Decorations Marketers to Maximize Sales: ...... 221 → Strategies for Seasonal Decorations Marketers to Maximize Sales: ...... 223 → Strategies for Seasonal Decorations Marketers to Maximize Sales: ...... 223

APPENDIX A: FOCUS GROUP COMMENTS ...... 225 Focus Group Research ...... 225 About Favorite Decorations ...... 225 About Why They Decorate ...... 227 Indoor Decorating Traditions for Christmas ...... 232 Outside Christmas Decorating Traditions ...... 236 Easter Decorating Traditions ...... 238 Fourth of July Decorating Traditions ...... 240 Halloween Decorating Traditions ...... 241 Thanksgiving Decorating Traditions ...... 245 Party Decorating Details ...... 247 Details About Other Decorating Traditions ...... 247 About Shopping for Decorations ...... 250

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INTRODUCTION

OBJECTIVES OF THE RESEARCH STUDY Marketers can discover new marketing strategies and opportunities through this study of the seasonal decorations consumer market. This research study explores the consumer market for seasonal decorations, including indoor and outdoor decorations for Christmas 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 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.

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Based upon a survey conducted in early January 2012, this report covers findings from in-depth surveys conducted among 1,238 consumers who bought any holiday decorations from January 1, 2011 through the end of 2011. It is 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.

>> Throughout this report the results of these surveys will be reported as the dates in which the surveys were conducted, or 2012, 2010 and 2009.

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?

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The Christmas, Halloween and Holiday Decorations Report 2012

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

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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 SURVEY DELVES 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.

The average age in the seasonal decorations survey sample was 47.4 yrs.; household income averaged $96,800 with two-thirds of the sample falling in the middle-to-upper middle income ranges of $35,000-$99,999. The gender split of the general survey sample was 67 percent female and 33 percent male.

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Short Form Decorations Survey 2010

In conjunction with an in-depth survey of gift consumers conducted in January 2010, consumers were asked about their purchases of any seasonal or party decorations throughout 2009. A total of 528 seasonal decorations consumers reported on their seasonal decorations purchases. Only a short battery of questions were included in this survey, sufficient to update the marketing size and growth data included in Chapter 2, as well as key purchase incidence and demographic data in Chapter 1. Questions asked in this short-form survey included:

Decorations purchases by holiday

Decorations purchases by type

Place of purchase

Amount spent on decorations purchases

In-Depth Decorations Survey 2009

The in-depth seasonal decorations survey was fielded January 15-20, 2009 by an online service bureau using their survey panel. 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 1,833 respondents were queried to identify those 1,049 consumers that met the survey qualifications and completed the survey. This represents a 57 percent total purchase incidence. The average age in the seasonal decorations survey sample was 44.2 years; household income was $87,100 with 50 percent of the sample falling in the low- or-middle-income range of $35,000-$74,999 and 51 percent falling in the upper-middle-to-affluent income range over $75,000. The gender split of the general survey sample was 71 percent female and 29 percent male.

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Qualitative Research

In July 2004 two focus groups were conducted in the Columbus, Ohio market among active holiday decorators to provide their unique perspective on why they decorate, what they look for in the decorations they buy and what really excites them when it comes to decorating. These individuals were screened for having decorated both the inside and outside of their home for four of the past seven major decorating holidays (e.g. Christmas 2003; Halloween 2003; Thanksgiving 2003; Easter 2004; Fourth July 2004; Valentines Day 2004 or any party or special event); having purchased new inside and outside decorations for four of the seven major holidays; and having spent over $100 on new decorations in the past year. The respondent’s comments from the focus groups are summarized in Appendix A.

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Gift Marketers: Take Action>>

Pam Danziger & Unity Marketing can help you probe deeper into the decorations market The Christmas, Halloween & Holiday Decorations Report 2012 is a first step for marketers to understand the potential of the decorations market: who the primary customers are, what they want, and where they shop; their needs, desires, and aspirations as decorations consumers. This is a syndicated report that takes a broad look at the decorations consumer market overall and is designed for the widest audience.

But your business is unique and special. You may want to dig deeper into one segment of the gifting market or slice and dice the general survey data into smaller chunks specific to your business’ unique needs. If you want to take the next step in finding opportunities in the gifting market and developing marketing strategies unique to your business, Pam Danziger and Unity Marketing can help. Unity has not only an extensive library of research-based information on the decorations market, including previous surveys to help you track trends and identify shifts, but also research into other markets that might intersect or overlap yours, most notably the affluent consumer segment, which is the economy’s ‘heavy-lifter’ when it comes to any consumer spending. In the past Pam has helped numerous clients maximize the insights available for the asking in Unity Marketing’s research library. For example, Unity Marketing offers:

Customized presentation for your sales meetings, strategic planning initiatives, new product or service ideation and innovation efforts; Custom cross tabs and reports to highlight your special segments in the survey database; Follow up surveys and focus groups or other qualitative research to test new concepts and initiatives; and Surveys of your customer database to find specific opportunities to maximize sales to key segments.

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The Christmas, Halloween and Holiday Decorations Report 2012

Let Unity Marketing help your business tackle its unique challenges and get to the next level of success by harnessing the power of data-driven, custom-tailored analysis and actionable advice. Call us today!

SPECIFIC PRODUCTS, BRANDS AND DATA POINTS PRESENTED IN THIS STUDY The survey conducted among recent decorations buyers was divided into the following sections and which provides an outline for this report:

Demographics

The demographic data contained in this report helps marketers identify the key descriptive characteristics of their primary target market. Marketers can use the demographic data contained in this report to identify the key descriptive characteristics of their primary target market. The demographic composition of the seasonal decorations market gathered in this survey describe the consumers' gender; age; income; marital status; home ownership; children and number of people living in the home; occupation; educational attainment; and ethnicity.

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How They Decorate for Each Holiday and Trends in Decorating Traditions

In order to understand the opportunities for seasonal decorations marketers to sell into their target market, basic information was gathered about their holiday decorations practices. In order to understand the opportunities for seasonal decorations marketers to sell into their target market, basic information was gathered about the respondent's current decorating practices, specifically whether they decorate either inside, outside or both inside and outside for the 11 major holidays celebrated by Americans, specifically:

New Year’s Day Valentine’s Day St. Patrick’s Day Easter/Passover Memorial Day Fourth of July Halloween Thanksgiving Christmas Hanukah Kwanzaa

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>> In-depth Investigation: Christmas and Halloween Decorating Traditions and Purchases

As the most popular decorating holidays, this study places a special emphasis on Christmas and Halloween decorating traditions

In addition, the survey placed special emphasis on respondents' Christmas and Halloween decorating traditions. For Christmas, information was gathered about number and types of trees displayed, favorite themes and colors for indoor decorations, colors, types and styles of Christmas tree lights and trends in the extent of indoor decorations. In terms of outdoor decorating for Christmas, respondents shared what types of decorations were used, with detail gathered about types and styles of lights, from incandescent to LED, net and rope lights, and colors. Further, respondents shared where they displayed those lights, such as on the eves, door, walkway and in the garden.

Additional information was gathered as to when the respondent set up and took down their indoor and outdoor Christmas decorations and whether they used a decorator or decorating service in the past year.

For Halloween, respondents shared when they decorated their homes for Halloween, if they used outdoor lights or lighted displays, themes (i.e. scary or cute) and characters, such as zoombies, werewolves, etc., used in Halloween displays, and trends in Halloween decorations.

More on Christmas Decorating Traditions and Purchases

Data on decorating styles, themes and colors enables product designers to know what types of products to develop that will attract the widest possible audience Data was collected about the colors they used for their Christmas displays and the style of decorations they favored, such as traditional, fashion-forward, country/rustic, formal, retro/nostalgic or cute/whimsical. Consumer's favorite decorating themes for Christmas 2008 were also gathered, such as whether they used such themes as snowmen, Santa, angels, animal/wildlife and 11 more. Data on both indoor and outdoor colors, themes and styles were gathered.

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The Christmas, Halloween and Holiday Decorations Report 2012

What Christmas decorations were purchased for Christmas celebrations guides marketers and retailers on popular products for next year Christmas and beyond In addition to the detail data about their current Christmas decorating traditions, respondents also shared details about what new decorations – both indoor and outdoor – they bought for the previous year's celebrations and how much they spent on those decorations. This provides guidance to marketers about future purchases for Christmas 2012 and beyond.

Christmas Decorations Products Purchased

For those who made any Christmas decorations purchases in 2008, data was collected about how much they spent and the specific items bought. Purchases of the following list of indoor and outdoor Christmas decorations were tracked:

Decorations for display on Christmas Tree

Christmas tree skirts Fabric or soft-sculpture Christmas tree ornaments, sold in boxes/sets or individually Garlands, roping, swags, ribbons or bows to drape on tree Glass-blown Christmas tree ornaments sold in boxes/sets of 4 or more Glass-blown Christmas tree ornaments sold individually Indoor Christmas tree lights used to light on Christmas tree Moving Christmas tree ornaments or other movement-enhanced Christmas tree decorations Musical Christmas tree ornaments or other musically-enhanced Christmas tree decorations (if decoration combines movement and music, also check moving ornaments below) Natural or artificial flowers, plants, etc. to decorate Christmas tree Porcelain or china Christmas tree ornaments, sold in boxes/sets or individually Resin or plastic Christmas tree ornaments, sold in boxes/sets or individually

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The Christmas, Halloween and Holiday Decorations Report 2012

Wood, metal, paper or other Christmas tree ornaments, sold in boxes/sets or individually

Other Indoor Christmas Decorations

Animated figures and/or plush, including animated figures enhanced with sound, music etc. Balloons Candles and/or candle accessories, including bayberry-scented candles Fabric Christmas stockings Fiber optics Figurines and/or sculptures Floor decor (such as large decorations, life-sized sculpture) Garlands, roping, swags, ribbons or bows to drape on mantels, hearths, stairs, window, doors, etc. Lighted Christmas villages, houses, or sculptures Live Poinsettia plants and/or other flowers, plants, dried flowers, wreaths or other indoor floral accessories, including mistletoe Nativities and/or Biblical Scenes Nutcrackers Other (not-Christmas tree) indoor lights, such as night lights, window lights, battery or electric candles, etc. Other lighted Christmas decorations, such as miniature ceramic trees, etc. Paper and party decorations (such as paper plates and cups, napkins, table covers, die-cut decorations, crepe paper, banners, pinatas, confetti, centerpieces, crepe paper decorations, other) Plush toys or soft-sculptured dolls Snow Globes

The Christmas, Halloween and Holiday Decorations Report 2012

Tabletop and home linens (such as table cloths, table runners, placemats, napkins, or other tabletop linen and fabric accessories) Tableware, serving ware (such as holiday dinnerware, dessert plates, trays, coffee mugs, etc.)

Outdoor Decorations

Lights Lighted metal yard sculptures, including stationary and/or animated metal sculptures Spotlights, including spotlights that project pictures and images Outdoor musical light show Flags, banners, swags, bows, ribbons and/or signs Potted trees, plants, planters, wreaths or other outdoor floral accessories Inflatables, Airblowns or Blowup lighted balloons displays Animated outdoor decorations (e.g. ferris wheel, carousel, teeter totters, etc.) Other plastic or vinyl outdoor displays Specific Types of Outdoor Lights

Type of Outdoor Lights

Incandescent Full Sized Lights Incandescent Miniature Lights LED Lights including C7 or C9 lights LED Mini- Lights LED Light Show Solar Powered

The Christmas, Halloween and Holiday Decorations Report 2012

Style of Outdoor Lights

String Lights Net Lights Icicle Lights Rope Lights

Regarding outdoor purchases, additional questions were asked about factors that influenced purchase, such as energy efficiency, ease of set up and storage, etc.

Special Investigation: How the Current Economy is Impacting the Decorations Shopper and the Trends on Future Spending on Decorations

The results of these questions will help decorations marketers understand the impact of the economy on the mindset of their customers and how this economic situation affects their purchases of decorations Respondents were also asked specific changes they have made in their holiday celebrations and decorating related to the economy. They were asked about trends in spending on decorations; trends in parties hosted for holiday celebrations; trends in number of family and friends visiting for holiday celebrations; how prices affected their purchase of holiday decorations; and trends in how having free time available for decorating influenced their celebrations and decorating. This information will help marketers understand their customers specific needs better in order to plan new marketing programs that may help them manage their business for the immediate future.

The Christmas, Halloween and Holiday Decorations Report 2012

Other Holiday Decorations Purchased and Amount Spent by Holiday

Study provides detail about indoor and outdoor decorations purchases for other major holidays, in addition to Christmas and Halloween, and spending for decorations for each holiday. Detail data by holiday allows marketers to develop products that are in demand for each special holiday celebration. For other holidays and other celebrations, respondents shared whether they bought indoor and/or outdoor decorations to celebrate that holiday; what other holiday decorations they bought and how much spent for decorations for that holiday. The types of decorations included for non-Christmas purchases were:

Other Holiday Indoor Decorations

Paper and party decorations (such as paper plates, cups, napkins, tablecovers, die-cut decorations, crepe paper, banners, balloons, piñatas, confetti, centerpieces, etc.) Holiday-themed indoor lights, such as night lights, window lights, battery or electric candles, etc. Fiber optics Holiday-themed Figurines and/or sculptures Holiday-themed animated figures and/or plush, including animated figures enhanced with sound, music etc. Holiday-themed Plush toys or soft-sculptured dolls Holiday-themed villages, houses, or sculptures Candles and/or candle accessories, including bayberry-scented candles Live plants or flowers, plants, dried flowers, wreaths or other indoor floral accessories Floor décor (such as large decorations, lifesized sculpture) Tableware, serving ware (such as holiday dinnerware, dessert plates, trays, coffee mugs, etc.)

The Christmas, Halloween and Holiday Decorations Report 2012

Tabletop and home linens (such as table cloths, table runners, placemats, napkins, or other tabletop linen and fabric accessories)

Other Holiday Outdoor Decorations

Lights Lighted metal yard sculptures Flags, banners, swags, bows, ribbons and/or signs Flowers, plants, planters, wreaths or other outdoor floral accessories Inflatables, Airblowns or Blowup lighted displays Other plastic or vinyl outdoor displays

The Christmas, Halloween and Holiday Decorations Report 2012

Where Holiday Decorations Were Bought

Information was gathered about the type of stores where decorations customers made their purchases. This supports marketers and retailers in understanding the shopping habits of their customers to make sure that the right products are available in the right types of stores. Decorations buyers reported where they made their holiday decorations purchases in the past year, thus allowing marketers and retailers to understand the shopping habits and preferences of their decorations customers:

Home Furnishings/furniture specialty stores (such as Pier 1, Bed Bath & Beyond, Pottery Barn, Williams Sonoma, Restoration Hardware, Crate and Barrel, local home furnishings stores) Food and beverage stores (such as Kroger, Albertson, Safeway, etc.) Home Improvement retailers and/or hardware stores (such as Home Depot, Lowes, Ace Hardware, Menards) Local garden centers and/or pool supply stores Drug stores, health and personal care stores, cosmetics stores (such as CVS, Rite Aid, Walgreens, local drug stores/pharmacies) Traditional department stores (such as Macys, Dillards.) Mid-Tier department stores (such as JC Penney, Kohl’s, Sears) Luxury department stores (such as Bloomingdales, Neiman Marcus, Nordstrom, etc.) Discount department stores/Mass retailers (such as Wal-Mart, Kmart, Target, Kohls, other discount department stores) Warehouse clubs (such as Costco, Sam's Club) Off-price/Close-out retailers (such as Big Lots, TJ Maxx, Marshall's) Dollar stores (such as Family Dollar, Dollar General) Craft & hobby stores (such as Michaels, Hobby Lobby, JoAnns) Book stores (such as Barnes & Noble, etc.)

The Christmas, Halloween and Holiday Decorations Report 2012

Year-round Christmas specialty store (such as Bronners, Christmas Tree Hill, Christmas Loft, etc.) Specialty gift and card stores and/or party goods stores (such as Hallmark, Carlton Cards, Factory Card and Party Outlet, Party City, Paper Warehouse, Factory Card Outlet, etc.) Florists shops Pet specialty stores (such as Pet Smart, Petco) Office Supply Stores (such as Staples, Office Depot, Office Max) Internet or Online websites (such as Amazon.com, eBay.com, etc,) Direct mail catalogs or other provides (such as Danbury Mint, Frontgate, Grandin Road, Skymall, etc.) TV Shopping (QVC, HSN, Shop NBC) Sporting goods stores (such as Cabelas, Dicks, Academy) Art Gallery Toy Stores (such as Toys ‘R Us) Home Shows, Party Demonstrations (such as PartyLite, Longaberger,etc.)

For each type of store, shoppers rated the relative importance of each store for their decorations shopping, specifically whether the store was a regular, go-to shopping destination, an occasional one, rarely or never used source for decorations shopping.

The Christmas, Halloween and Holiday Decorations Report 2012

What Shopping Experiences Decorations Shoppers Valued

By analyzing the factors that most influence the consumers to buy, marketers can gauge the relative effectiveness of their marketing efforts and allocate resources according to those factors that are most influential in getting the consumer to shop. The results of these questions support retailers in better positioning their store to capture the loyalty of the best decorations shoppers.

Decorations shoppers shared the relative importance of various factors in influencing their choice of store for their purchases, such as customer service, sales, discounts, return policy, lay away offerings, etc. They also rated the relative importance of different types of shopping experiences, such as discounting new decorating ideas, service personal who can help find specific items, regular communications about sales, and others.

>> Special Investigation: Where They Get Decorating Inspiration

The results of this investigation will help decorations marketers better understand how to communicate with their best potential customers. This research study also included information about where the decorators get decorating inspiration, such as from cable television shows, women service magazines, etc. These data points will help marketers identify opportunities to communicate more effectively with their primary target market: the enthusiastic and passionate holiday decorators.

The Christmas, Halloween and Holiday Decorations Report 2012

Attitudes about Holiday Decorating and Purchasing

This study identified five different types of consumer personalities that make up the overall decorations marketplace. The analysis of these five personalities enables marketers to understand the mindset and psychology that distinguished the best from the worst target for their marketing promotions. The survey concluded with a series of 12 attitude questions that respondents were asked to rate in terms of how strongly they agreed or disagreed with each statement. The result of this battery of attitude questions is used to segment or cluster the consumers surveyed into different personality types distinguished by different motivations in holiday decorating motivation and shopping behaviors. An analysis of the attitude statements helps marketers understand the mindset of different types of consumer personalities that make up the overall holiday decorations marketplace.

By understanding the different personalities that make up the decorations market, marketers and retailers can more effectively tailor their marketing and advertising messages to each type of personality. It enables them to understand the mindset and psychology that distinguished the best from the worst target for their marketing promotions.

The Christmas, Halloween and Holiday Decorations Report 2012

HOLIDAY DECORATIONS AND LICENSED BRANDS AS WELL AS STORE BRANDS INCLUDED IN THE SURVEY Marketers and retailers will learn how their brands stack up in the competition for the decorations customer. Decorations consumers were presented with an extensive list of both retailer, product and licensed brands to record purchases in the past year. In addition to reporting purchases, purchasers were also asked about their awareness of specific product brands as a source for holiday decorations. In this way marketers can learn not just which brands they have purchased, but which ones would be in their consideration set for a new purchase.

Marketers can learn not just which brands they have purchased, but which ones would be in their consideration set for a new purchase. The product brands measured for both purchase and brand Disney and/or Disney Classics awareness were: GE/General Electric

American Greetings/Carlton Cards Gemmy Annalee Dolls Hallmark Avon Jim Shore's Heartwood Creek Baccarat Kurt S. Adler Boyd's Bears Lalique Bradford Collection Lenox Byers Choice Light Show CBK M.I. Hummel Christopher Radko Martha Stewart Everyday Danbury Mint Midwest Cannon Falls Department 56 Mr. Christmas

The Christmas, Halloween and Holiday Decorations Report 2012

Old World Christmas Store brands included in the survey as destinations for Philips decorations shopping were: Possible Dreams Ace Hardware Precious Moments Amazon.com Roman Bed Bath & Beyond Russ Berrie Big Lot's Santa’s Best Bloomingdale's Sandra Magsamen Messages from the Heart Bronners Seasons of Cannon Falls/Midwest of Cannon Carlton Cards Falls Costco Silvestri CVS Snowbabies by Department 56 Dillard's Swarovski Dollar General Things Remembered eBay.com Tiffany Family Dollar Vera Bradley Frontgate Waterford Grandin Road Williraye Hallmark Willow Tree Hobby Lobby Home Depot HSN

The Christmas, Halloween and Holiday Decorations Report 2012

JC Penney Kohl's Kroger Longaberger Lowe's Macy's Menards Michaels Neiman Marcus Party City PartyLite Pier 1 QVC Rite Aid Safeway Sam's Club Sears Target TJ Maxx Walgreens Walmart