By Jennifer Sikora, Chief Market Insights Officer, CivicScience
Thanksgiving weekend typically marks the time when most folks put the pumpkins and cornstalks curbside and start hauling out those dusty Christmas boxes and containers from storage. At that point, it’s time to take stock of what needs to be replaced, upgraded. Perhaps this is the year when a new Christmas tree ornamental theme is desired, or there are some new plans for the outdoor light show. All of those needs and decisions translate to retail receipts during this season.
The consumer polling solution at CivicScience was used to get a better assessment for the size of the likely “decoration spender” market this year, using technology to collect and analyze real-time consumer input data. Turns out, about 82% of the 3,100-plus U.S. adults polled plan to decorate for the season – and of those, about one-third plan to spend money on décor this year.
Another 20% of consumers are undecided about decoration purchasing this year, so they could represent a highly persuadable audience, if retailers seize the opportunity to use impulse-buy displays near check-out lines or offer attractive deals on décor items.
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