STEVENS, Pa. -- Consumers have a passion for seasonal decorations, according to the "Gifts & Decorative Accents Report 2003: The Market, The Competitors, The Future Trends," produced last month by Unity Marketing, based here.
decorations; 24% spending between $50 to $99; and 21% spending between $100 to $199 on seasonal decorations.
Demographically, the youngest households, ages 18 to 24 years old, spend the most in the category with an average of $195, about one-third higher than the overall average.
Not surprisingly, women were the primary customers of home decorations. More specifically, consumers ages 35-to-54 years old, the years associated with child rearing, were the most active buyers in this category, according to the study. Consumers 25 to 34 accounted for 63% of the seasonal decorations purchasers; consumers 35 to 44 comprised 67%, while consumers 45 to 54 made up 64% of the purchasers of holiday decorations.
Outside seasonal decorations have been increasing in importance, according to the report. The average price of outside Christmas decorations increased 187% between 2001 and 2002 from $15 to $43. Average price for Halloween decorations also jumped 67% from $12 to $20, while Thanksgiving and fall harvest decorations swelled 33% from $15 to $20.
Seasonal decorations sales at retail rang up $4.65 billion last year, up 6.4% from $4.37 billion in 2001, according to the report. Christmas decorations accounted for nearly two-thirds of consumer spending at $2.05 billion, while Thanksgiving and "home-harvest" decorations were the fastest-growing holiday segment with $571 million in retail sales, a 42% increase over the previous year. Meanwhile, Halloween-themed decorations' retail sales dropped 22% to $458 million.
Discount department stores like Wal-Mart Stores, Bentonville, Ark., were the most popular channel to purchase seasonal decorations, grabbing a 52% market share. Traditional department stores garnered a 39% market share as the retail outlet of choice for holiday decoration shoppers. Other specialty stores, like gift stores, rang up a 25% market share, followed by home improvement and garden stores at 20%. Food and beverage retailers, such as supermarkets, accounted for just 6% of retail market share in the seasonal decor category.