Survey: 35% of consumers intend to purchase artificial Christmas trees this season
More than a third of consumers will purchase an artificial Christmas tree this year, signaling strong holiday decor demand despite ongoing inflation.
According to a new survey from National Tree Company, a leading importer and wholesaler of artificial Christmas trees, 35% of consumers intend to purchase a new artificial tree this year. Of those, the largest group (31%) said their budget is between $101 and $200, which was the most popular range in 2023 as well. Roughly one-in-five consumers (21%) said they would spend between $201 and $500 on a new artificial tree.
When asked by National Tree Company where they think they’ll do most of their holiday decor shopping this year, close to 60% said in a physical store versus online. The top three physical retailers were Walmart, Target and dollar stores (Dollar General, Dollar Tree, Family Dollar). For online buyers, Amazon, Walmart, Target, Lowes and Home Depot were the highest ranked.
[READ MORE: NRF: Holiday sales, led by e-commerce, may grow to $990 billion in 2024]
“The fact that more than one third of the survey’s respondents said they planned on buying a new artificial tree suggests a robust market this season, but enthusiasm should be tempered as budgets and inflation are still wearing on consumers,” said Chris Butler, CEO of National Tree Company. “While some will pay more, we’re expecting a significant number of consumers will be looking for lower-cost trees combined with other lower priced décor this year.”
As to what factors will impact shoppers' decision-making regarding holiday décor purchases this year, a large majority (69%) of respondents said budget and inflation were the leading drivers. Close behind were the need for certain items, cited by nearly 64% of respondents, and 61% said buying was driven primarily by promotion and sales.
In other findings, 27% of respondents said they intendd to make their holiday decor purchases in October, 33% said November before Thanksgiving, 21% said Black Friday to Cyber Monday and 14% said the first three weeks in December. Among non-tree décor, seasonal home fragrance and wreaths & garland were the most popular categories, outpacing stockings and other indoor décor, and all outdoor items, such as lawn displays.
“With Thanksgiving falling later in November this year, the post-holiday buying season will be shorter, so consumers looking for specific items will be well served by not waiting for Black Friday if they want to beat the crowds,” Butler added.
The 500-participant national survey of adults between 18 and 60 years old was conducted during the month of July.
