Online seasonal specialist, Christmas Tree World, found in a survey of 1,000 UK consumers that they upload an average of seven photos of themselves in front of Christmas trees, decorations and displays throughout the Christmas period. One in ten will even select a leisure venue for its photographic potential.
The research underscores the importance of offering customers a clear ‘destination’ shopping or leisure venue, and how this can be achieved with great seasonal and occasion-specific merchandising, window dressing and in-store features. It might not be rocket science, but we are living in a world where social media rules the marketing sphere and most businesses can’t afford to miss out on the promotional benefits of this important channel.
Consumers are also, as we know, inspired by blockbuster movies and TV shows. Disney’s Nutcracker is likely to create a stampede for related merchandise, while good old-fashioned elves never seem to go out of fashion. (Elves pictured are by Raz and the Nutcracker series of decorations below is by Heaven Sends)
The lesson for independents is to take a leaf out of the lucrative garden centre book by creating a Christmas grotto that will help get boots through the door.
Reinforcing the sense that the time of elves has come, Rocket Licensing has agreed a series of licensing agreements for The Elf on the Shelf brand for Christmas 2018
Alongside a swathe of brand new kids’ and adult apparel and fashion accessories, home textiles licensee Dreamtex has extended its licensed Elf on the Shelf range to include cushions and towels, IG Design Group offers gift wrap and bags, and Amscan has launched two The Elf on the Shelf balloons.
The brand has also agreed a partnership with cereal brand Kellogg’s.
Stephen Evans, managing director, Christmas Tree World, commented: “It’s clear to see that consumers are keen to upload pictures to social media of them in front of Christmas trees, decorations and displays over the festive period when they are in leisure venues. From taking selfies alone or with friends and family, the suitability of a venue for photos is clearly a key point of consideration for Brits.
“Businesses should see this a real opportunity to gain more exposure and raise their brand awareness. Thanks to the photographs being shared among family and also on social media, this only presents an opportunity to gain exposure among their customers’ social networks. By dressing the venue with impressive decorations, hospitality venues will be able to have a serious impact on consumers.”
One in three of those polled said Christmas trees are the main backdrop for taking photos in bars, restaurants, pubs, shopping centers and other leisure venues at Christmas time.
When quizzed further on the pictures they take during the festive celebrations, 19% admitted they ask other people to take images of their families and friends in front of Christmas trees, decorations and displays in a venue. More than 1 in 9 (12%) said they take selfies in front of Christmas trees and displays in leisure venues.
The research also revealed the positive impact consumers taking selfies in front of festive decorations can have for businesses – 21% said they share the photographs with friends.
Almost 1 in 5 (19%) said they will share these pictures with their social networks and beyond via social media, meaning the potential for brand exposure is massive.
Christmas Tree World is one of the UK’s premium artificial Christmas tree e-tailers, providing unique and realistic decorations to provide a truly magical Christmas for all the family. For more information, please visit www.christmastreeworld.co.uk
