The sale in case of the seasonal & holiday decoration sector
is expected to grow by 45% in 2004 & is estimated to reach around
$147 billions as per Ireland's Research & Markets in its 2004
Seasonal Decorating Report as well highlighting on the who, what, where,
how much & why of Holiday & Seasonal Home Decorating industry.
With the growth in the consumers' passion for decorating their home for
any holidays at a fast rate, this data is of utmost use to understand
the sector. They are now openly accepting the growing partying &
holidaying trend shunning the age old practice of the cocooning trend.
With glamor, grandness & novelty adding the required zing factor to
this entertaining act, people are now becoming more lenient towards
their spending expenditure on party decorative items & party
supplies & accessories. They now believe in making their every
occasional holidays & seasonal parties a unique one where they are
actively involved in the purchasing of decorative accents.
They are increasingly spending on the decorative items & this is
evident from one of the finest examples which proved the growing trend.
The 2004 Christmas celebration, for example, is a proven fact for this.
The holiday & seasonal decorating is a big passion for USA's 85%
population where celebrating Christmas takes the lead role. It topped at
$14.1 billion in 2003 & the festival actually helps in generating
more than half of all industry sales, $7.6 billion. As per the surbey
conducted by the Unity Marketing among 1000 US households to figure out
the growing consumer passion for decorations & how marketers &
retailers can maximize their opportunities to sell to this market, the
following pointers became prominent :
- » Almost majority of households expected to new Christmas
decorations for the 2004 season & is estimated to spend atleast
$115 buying decorations.
- » The shopping touched the peak in October/November.
- » The ardent buyers, around 89%, were expected to turn first
to discount department stores.
- » In the year's mega buying list, candles were expected to
top the decoration list
- » Almost 70% decorated their houses & offices with the
traditional Christmas red & green apart from gold, white &
The contemporary society believes in celebrating all the major holidays &
parties with splendor 7 grandeur.