Seasonal decorations buying expands, study says
Americans are decorating their homes year-round, not just for Christmas, according to Unity Marketing's Christmas and Seasonal Decorations Report 2009.

Though seasonal decorations comprise an $18 billion market, the percentage of households that purchased decorations for specific holidays declined from 2004 through 2008, according to the results of the survey among 1,049 individuals who recently bought holiday decorations.

Explaining the apparent dichotomy, Pam Danziger, president of Unity Marketing and author of the report, said: "People tend to collect decorations from year-to-year and re-use them with each passing season. Marketers must give the best potential customers-people who passionately decorate their homes-a compelling reason to buy new decorations every holiday and each passing season."

Danziger added that presenting "the same-old product year-in, year-out" can be a costly mistake for retailers and marketers.

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