Christmas Decorations Snapshot Report 2014

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Retailers: Your customers are dreaming of a decorative Christmas through social media

September is here and for retailers that signals the lead up to the critically important holiday shopping season. For many retailers that also means getting their displays of Christmas decorations up and ready to sell. While they are working to showcase their new holiday decorations in the best light, Unity Marketing’s latest study among Christmas decorations customers finds that retailers need to focus on a new tool to sell merchandise: Social Media.

The new study by Unity Marketing, entitled Christmas Decorations Snapshot Report, finds that a huge swath of American households celebrate Christmas by decorating their homes. “Our latest survey found that some 80% of U.S. households decorate their home for Christmas, Hanukkah or other winter holiday. It is hard to think of any cultural tradition that cuts across so many different American households, regardless of age, income, marital status or lifestage,” says Pam Danziger, president of Unity Marketing and lead researcher on the new Christmas decorations and decorating survey.

“But while Christmas decorating is widely practiced, marketers and retailers are not making the most of that huge potential market for Christmas decorations because those most likely to purchase new decorations are much more narrowly defined demographically,” Danziger explains. “Marketers need to bridge the gap between this huge potential market of decorators and turn them into active buyers.”

Marketers should use social media to inspire Christmas decorators and drive them to the store to shop

Social media, it turns out, is one of the most powerful tools in marketers’ arsenal to bridge the gap between the huge potential market (i.e. those who decorate for Christmas) and actual purchasers (i.e. those who bought decorations for past holidays). ” Danziger explains, “In the survey decorators rate social media ahead of traditional media, such as magazines and television, as a source of new decorating ideas. Marketers need to make social media a critical part of this year’s communications strategy. It’s important for brands, such as Department 56, Christopher Radko and Kurt Adler; national retailers, like Target, Lowe’s, Walmart, Home Depot and Bed Bath & Beyond and its Christmas-specialty chain, Christmas Tree Shops; and especially small independent retailers that need to inspire shoppers in their local community to visit their store for decorating inspiration.”

Take Action>>

Unity Marketing can help marketers more effectively target their prime decorations customers with new designs, new displays and new marketing messages.

  • Get an Overview of the Christmas decorating market with the latest Christmas Decorations Snapshot Report. This concise report reveals the latest data about recent buyers of Christmas decorators — what they bought, where they shopped, how much they spent and what influenced them in those purchases. It also delves into Christmas decorating practices, such as types of decorations used, favorite themes and colors for decorations, so marketers can be assured their product offerings meet specific customer needs.
  • Reach New Customers by partnering with Unity Marketing in a social media marketing strategy to reach your best customers and prospects. Contact Pam Danziger by phone (717-336-1600) or email ( to discuss your marketing needs.

About the Survey
A total of nearly 700 consumers with incomes from $25k and above were surveyed in May 2014 about their most recent Christmas decorations purchases. Out of the total sample, a majority of those surveyed, some 56%, reported making a decorations purchase to celebrate the Christmas or winter holidays in 2013 or making a purchase immediately after the Christmas holiday. In addition, those who decorated their homes for Christmas, including both recent buyers and non-buyers, were surveyed about their decorating traditions. Click the table of contents above to see details about the data included in the Christmas decorations market research report.


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