The back-to-school buzz has come and gone, Halloween festivities have faded, and now the spotlight shifts to dreaming of those precious gatherings with family and friends. It seems like the holiday season arrives quicker each year, bringing its joyful moments and cherished traditions. Whether it's the soft glow of candlelight, the shimmer of ornaments, or the warmth of winter whites and rich textures, thoughtful holiday decor sets the stage for celebration. That's what makes this season rightfully earn its title as, "The Most Wonderful Time of The Year!"
Through grand displays or simple touches that make the season special, Field Agent’s goal was to understand how consumers plan to bring holiday traditions to life in their homes in 2024. We specifically focused questions on purchasing intentions, preferred styles, and emerging trends in the decor category.
When it comes to decorating plans, the results were clear. 72% of participants will embrace the season with decor, 16% are still deciding, and 12% have no plans to decorate.
Jingle Bills: The Price of Seasonal Joy
The state of the economy today may cause consumers to pause when it comes to holiday shopping. This prompts many to reconsider their decorating budgets and make more practical choices. Our survey showed that 64% of respondents plan to spend $100 or less on holiday decor, with 35% aiming between $50–$100.
Rising costs were a common concern, with one participant noting, “Considerably higher prices for items that used to cost much less. What seems like recycled stock/inventory from older seasons.” This sensible approach has many leaning towards cost-effective ways to maintain holiday tradition.
However, for some, the holiday spirit comes with a bigger budget. Within this group, 11% plan to spend over $200, welcoming the shopping season in their own way and celebrating to the fullest. These consumers may move towards elaborate decor and new trends, demonstrating how individuals relish their holiday traditions.
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Overall, the data reveals diverse ideas for holiday decorating, from simple, budget-friendly touches to more extensive festive displays. Whether it’s modest changes or a splurge, everyone finds their own way to bring the holiday spirit home.
Classic vs. Modern Holiday Style
When it comes to style, the classic holiday look remains the overall favorite. 46% of respondents are sticking with traditional decor—filled with reds, greens, and nostalgic touches that evoke fond memories of holidays past. The traditional style continues to resonate as a comforting and familiar choice for many.
But, not all consumers are embracing these customs. There's a strong desire for a fresh look, with 15% of respondents wanting more color featuring bold hues that break away from the norm. The minimalist trend is also making its mark, with 14% of respondents saying they’ll lean more towards simplistic and clean.
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Holiday decorating is as diverse as the people who celebrate, adopting both sentimental and modern touches. Ultimately, everyone is finding ways to express their unique personality proving there’s something for everyone this season.
The Holiday Decor Wish List
If you’re wondering what everyone is adding to their shopping list, look no further. Ornaments are the most popular item with 59% of holiday decorators picking out these essential pieces. String lights and wreaths aren’t far behind at 51% and 49% respectively, suggesting that twinkling displays and welcoming front doors remain holiday staples.
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Beyond these favorites, other classic elements are also making an appearance. Christmas trees and candles are key elements for creating the ideal holiday atmosphere.
Let It Glow, Let It Glow, Let It Glow
Lighting can set the tone for each home’s holiday decor. White string lights are timeless and elegant, but not all white lights are created equal. Variations between warm and cool tones can significantly impact a space. When we asked survey participants about their preference, 54% of participants said they like the warmth of classic white lights over cool white lights at 25%.
Multi-colored lights are a strong choice too, with 44% of decorators choosing this option.
Bright reds, blues, greens, yellows, and even pinks and purples add a playful element that brings back childhood memories of holiday celebrations. Similarly, 44% of participants are opting for energy-efficient LED lights, which offer both practicality and sustainability. LEDs are a smart investment, using less energy and lasting longer without the hefty electricity bill or environmental impact.
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Holiday lighting displays range from subtle accents to spectacular arrangements that would make Clark Griswold from the movie, “Christmas Vacation” proud. Lighting around trees, eaves, and railings remains essential for over half of holiday decorators, with LED technology making it easier than ever to create both minimalist and show-stopping displays. Deciding on classic white lights or vibrant colorful strands, there's a perfect choice for every style and value.
Trendy or Timeless? Holiday Trends to Watch
Emerging trends this season are all about adding personalization and a bit of tech-savviness to holiday celebrations.
Interactive lighting is leading the charge, with 38% of decorators reaching for tech solutions. (Think: lights that change color with the music or twinkle in response to voice command.) These innovative gadgets are making it easier for people to create a holiday display that feels immersive and dynamic. As technology advances, we will continue to see how high tech options bring a modern twist to holiday lighting.
Another growing trend is the rise of DIY decorations, with 20% of decorators taking a hands-on approach and 15% exploring creative color trends this year. DIY decor isn’t just about crafting decorations, it's about creating lasting memories. I still remember making popsicle stick reindeer and the infamous gingerbread cookie ornament with a photo of my son's face. Even now, as a teenager, he takes a nibble from it every year, slowly eating it away. (A testament to how boys can be hilariously gross yet endearing.) These kinds of projects add an element of authenticity that no store-bought item can replicate. Creating memories through DIY decor brings sentimental value year after year.
Color preferences reveal both classic and contemporary choices this season. The timeless red and green combo is setting the standard, with 43% of decorators wanting this traditional palette. However, other color schemes are gaining traction too. White and gold at 22% bring a touch of elegance and sophistication, while blue and silver at 15% offer a frosty take on seasonal style.
Reuse or Refresh? The Decor Dilemma
While sustainability is a priority for many, decorators also enjoy blending tradition with fresh takes. 52% of respondents prefer refreshing their holiday decor each year by combining new items with cherished pieces from holidays past. Meanwhile, 39% stick with what they already have, and 9% prefer to update everything annually.
For those focusing on eco-conscious choices, 41% consider reusability "extremely important," while 37% rate it as "very important," and 20% find it "somewhat important." This mix results in holiday decor that feels both new and comfortingly familiar. Caring for the planet is a shared effort that renews itself, sustaining the joy of the season for years to come.
Holiday Hauls: Top Spots for Decorators to Shop
When it comes to finding that perfect holiday decor, Walmart (75%) and Target (69%) are leading the way. Home Depot (68%) remains a favorite for its wide selection of outdoor lights and other holiday items.
Beyond these big names, there are plenty of other spots that decorators love to visit for their festive needs. Hobby Lobby and Michael’s are popular for those who enjoy adding a creative touch with DIY supplies or want a vast selection of ornaments and seasonal accents to spark inspiration.
Stores like Costco, Lowe’s, and Sam’s Club are also popular destinations, offering quality decor and great deals on bulk items. For those with a more refined taste, places like Crate & Barrel, Kirklands, and Anthropologie provide a selection of unique decor items that add a special flair to holiday displays.
No matter your style, each store offers something special for decorators seeking both classic holiday charm and distinctive statement pieces. The season's best finds fit any budget and taste while helping bring your holiday vision to life.
The holiday season is filled with opportunities to connect with consumers and enhance their experience. By understanding decorating trends and preferences, you can help bring their holiday vision to life in meaningful ways. Explore how Field Agent can support your strategy and make this season truly, "The Most Wonderful Time of the Year."
Key Takeaways for Brands This Holiday Season
- Affordability is crucial. Many holiday shoppers are working with leaner budgets this year. Brands that highlight value, whether through promotions, bundles, or discounts, are more likely to draw in shoppers and drive purchases.
- Celebrate traditions and embrace change. Classic holiday styles remain popular. However, there’s also a growing interest in colorful, minimalist, and eco-friendly designs. Brands can attract a wider audience by offering a mix of traditional, trendy, and sustainable decor.
- Create an engaging shopping experience. Online or in-store, the overall shopping experience can influence buying decisions. Investing in attractive displays, clear signage, and digital engagement resonates with consumers seeking to create a memorable holiday experience.
Next Steps to Make Your Holidays Smarter
- Gain Actionable Insights with Field Agent
Identify holiday decor trends, understand consumer behavior, and see what's driving purchasing patterns all in one place. From identifying high demand products to optimizing holiday offerings, let Field Agent help you make strategic decisions that boost your holiday offerings. - Take a Virtual Store Walk with Shelfgram
Don’t miss the chance to gain a competitive edge. Shelfgram’s virtual store walks allow you to explore in-store holiday displays and aisles from your desk. Track competitors and visualize consumer preferences all in real time. Shelfgram provides the edge needed to refine your merchandising strategy and enhance your display’s visual appeal.
Want More Holiday Insights?
As shoppers navigate this holiday season with an eye on savings and selective brand loyalty—brands have an opportunity to capture sales by focusing on key drivers like price, availability, and the in-store experience.
For even deeper insights into holiday shopping trends, including a closer look at the holiday décor category and on-shelf availability (OSA), download our full study for free!
