Christmas Trees 🎄 Are Changing This Year
Not even Christmas trees could escape the economic pandemonium of 2021.
Rerouted Fraser firs, fried Oregon pines, artificial trees caught in broken supply chains ⛓, and sky-high transportation costs have twisted the seasonal arbour trade like an oversized tree scrunched under a low ceiling. The situation has importers, growers 🌱, sellers, and buyers even more frazzled amongst Black Friday, when Christmas tree shopping begins in earnest. Now, many families are unsure whether they will spend the holiday gathered around a majestic tower of greenery or something more reminiscent of Charlie Brown’s sad spectacle.
The American Christmas Tree Association has said this year’s supply of real Christmas trees will be squeezed by the summer’s heat 🔥 dome in the Pacific Northwest. On the other hand, supplies of artificial trees, largely coming from China, will be affected by the same shipping 🚛 and labour problems plaguing many industries.
The 2020 Christmas season was unlike any other. COVID-19 protocols such as social distancing, work-from-home protocols, and travel ✈️ restrictions collided with warm memories of family, friends, food, fun, and festivities throughout the holiday season. Because of this unique Christmas tree shopping 🛒 environment, a few researchers from Michigan State University took the opportunity to delve into how the United States customers were confronting the holiday season. This was done to glean some information about how their purchasing choices might look in the future 🔮.
Here are 4 lessons you can learn from the pandemic for the Christmas tree marketing’s future:
1️⃣ Outside needs to look pretty
Remind them about decoration opportunities outside the home 🏠. Places where events are hosted need to be decorated, too. If your customers attend these events, some may help in the planning 🤔. Is there a way to remind them on social media or through direct mail pieces that you have items for Christmas decorations for those events, too?
2️⃣ Match to make it eye-catching
Since indoor and outdoor decorations are both popular, Christmas tree farms might consider promoting 📣 the matching indoor and outdoor decoration items that they sell. When customers see that there are matching products, especially to make their houses look beautifully decorated and complete, they will surely buy 💰 them.
3️⃣ Increasing awareness of your message is important
It appears that many Americans believe that fresh-cut trees are not as good for the environment. Because of this common misconception, emphasising the environmental benefits of fresh-cut trees may be an effective strategy for long-term sales 📈.
Your state association has information to help you adjust that perception, which will take time ⏰ and much repetition of the message, but still a worthwhile strategy. These environmental benefits are likely to be especially interesting for younger customers, who are often more likely to note environmental concerns as an important purchasing characteristic. Be sure to include eco-friendly 🍃 messages in your social media and direct mail pieces.
4️⃣ Everything good comes in bundles
Though Christmas trees are still central to indoor holiday decorations, you might also find some great selling opportunities by bundling Christmas tree complements, namely wreaths and garlands. For example, consider three “package” sizes: Santa’s bag, Santa’s Sleigh 🛷, and Mrs. Claus’ Dream. Santa’s bag may have a tree and a wreath. Santa’s Sleigh may have a tree, two ✌️ garlands, and one wreath.
Mrs. Claus’ Dream might contain the items in the Santa’s Sleigh plus two porch pots. To the customer, a bundle might be worth a savings of 10% or 15%, but to you, building 🧱 can increase that customer’s overall expenditure at your farm.
This year, Christmas is not only about decorating and celebrating. It is also about working towards alleviating some negative attitudes about mess and eco-friendliness before and during the decorating season. Start implementing these lessons when you are shopping 🤩😎!
References:
Behe, B. & Malone, T. 2021, June 28. Four Lessons from COVID-19 for the Future of Christmas Tree Marketing. Michigan State University.
Reiley, L. 2021, November 26. Oh, Christmas tree, not you, too: Supply chain problems come to the fir trade. The Washington Post.
