Consumers want to see familiar themes in new products every Christmas. Stay within these themes, but also add to them.romance (hearts and other love tokens, to represent huddling up with close ones).references to childhood memories or to peace and tranquillity in general (Dickens stories, for example).winter season (snowflakes, snowy trees, starry nights).Santa Claus and Father Christmas (reindeers, sleigh, stockings).religion and spiritual (angels, bells, nativities).Several influences and themes add to this ambience: They are looking for a warm and inviting atmosphere, including a touch of spirituality for many people. For more information, see our study about nativity sets.Ĭonsumers use Christmas tree decorations because they need to create an ambience, a feeling of cosiness in the home.
Nativity sets are another popular type of Christmas decoration.For more information about these products, see our studies about dinnerware and cutlery. Dinnerware is also a prime product group for Christmas, as consumers use this occasion to elaborately decorate the table.For more information about candles, see our studies about candles and candleholders. These product groups are outside the scope of this report.
Lighting is of vital importance to express the joy of Christmas, including candlelight, Christmas tree lights and decorative outdoor lighting.For many, Christmas is also related to giving, as friends and family exchange presents and have Christmas dinners together. Accessories express the sentiment of the season, ranging from sheer joy to a sense of spirituality. Christmas shopping can be quite impulsive, as consumers tend to be less price-sensitive during this time.ĭecorating both the inside and the outside of the home is an important buying motive at this time of year. Sales in home decorations reach their annual peak between August and December. The Christmas holiday season is an important shopping moment for European consumers. Table 1: Product codes for Christmas tree decorationsĬhristmas articles, of glass (excluding electric lighting sets)Ĭhristmas articles (excluding glass, candles and electric lighting sets, natural Christmas trees and Christmas tree stands) It uses the following codes to indicate trade in Christmas tree decorations: This study focuses on low-tech, handmade products and those with a natural character.
Because the types of decorations vary greatly, production methods and materials also differ. Christmas tree decorations include baubles, tree toppers, figurines and other decorations, and can even extend beyond the tree. These items are used to decorate Christmas trees during Christmas season.
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