NEW YORK (AP) — Whether dressed in black, mimicking bare branches or decorated with enough bows for a Taylor Swift concert, the Christmas trees in some U.S. homes are showing a bohemian streak this year. They attract visitors to admire the personality of the decorator and are not just a symbol of Christmas spirit.
The novel approach to Christmas decorations doesn't end there. A demographic ranging from teenagers to middle-aged adults is eschewing the predominant greens and reds of Christmases past in favor of pastel pinks and blues, embracing glamor with faux fur, lamé and feather details, and investing in crazy or whimsical outdoor styles. Displays. according to retail and design experts.
“In some ways, for Generation Z and Millennials, Christmas decorating is less about tradition and more about self-expression. “It’s their own take on a season that’s all about warmth and joy, but with a thoroughly modern twist,” said Eric Goranson, interior designer and host of the nationally syndicated radio show and podcast “Around the House.”
U.S. retailers including Michaels, National Tree Co. and Home Depot, the country's largest home improvement retailer, have promoted the trend by releasing Instagrammable holiday collections that they believe will resonate with younger customers and in the social media are particularly well received. Some trees can be programmed with a cell phone app to play music and flash custom lighting effects.
Seasonal home decor company Balsam Brands, which sells holiday decorations under the Balsam Hill brand, has expanded its range of artificial branch trees decorated with fairy lights, faux crystal and pearl garlands and bows, including metallic and glitter versions.
“They want to stand out,” Balsam Brands chief merchandising officer Jen Derry said of customers putting an unconventional spin on tree trimming. “They want to be a little different and have their own point of view. And then they want to share it with the world.”
Michaels, based in Irving, Texas, offered customers a wide selection, stocking artificial trees in pink, blue, black and orange, as well as unusually shaped varieties such as an upside-down tree and a Santa Claus-shaped tree.
The craft and art supply chain also launched four themed Christmas collections. The first, which debuted in September, was a candy collection that included gummy bear wreaths and tabletop trees, gingerbread nices and flocking that mimicked cotton candy. Others included a forest theme with black and cool wood accents, as well as a predominantly pink collection with ornaments inspired by the “Nutcracker” ballet.
Home Depot, meanwhile, was hoping to replicate the social media buzz it received after unveiling a 12-foot-long plastic skeleton for Halloween in 2020 that fans online and around the world now affectionately call “Skelly.” Last year the retailer featured an oversized Santa Claus as a lawn decoration, and this year it released a reindeer and a nutcracker. According to the company's website, the resin figures range from 8 feet to 8 1/2 feet tall and cost $249 to $299.
“You're not just showing it to your neighbors or your family,” says Lance Allen, a senior merchandiser in Home Depot's holiday decorative department, of the larger-than-life outdoor decorations. “You show it to all your followers, all the friends you grew up with, even if you live hundreds of miles away.”
Another generational shift, says Allen: Younger consumers want to put a Christmas tree in every room, while baby boomers and members of Generation X prefer the custom of having a large main tree in the living room or den.
Experts say the move toward unorthodox holiday decorations began in the midst of the coronavirus pandemic as people huddled in their homes. U.S. consumers are expected to spend an average of $71.36 on seasonal decorations this year, compared to $60.95 in 2019, according to the National Retail Federation, the country's largest retail group.
But those born in 1980 or later were expected to spend more: an average of $91.62 for the 35- to 44-year-old age group, $88.44 for consumers ages 25 to 34 and 77 .11 for young adults between the ages of 18 and 24, the group said.
Jess Druey, 27, founder of the colorful wine brand Whiny Baby, said moving from Los Angeles to a more spacious apartment in Bakersfield, California, has allowed her to be more creative with Christmas decorations. Taking inspiration from TikTok and Etsy, she purchased a slim artificial green tree that she hung with retro-style red and blue baubles and adorned with an oversized gold bow that her friend helped design.
“I think my tastes are very individual,” Druey said. “And I’ve always had an affinity for maximalism and eclecticism. But this year there was definitely an increase.”
Claire Reyhle, 16, of Denver, Colorado, said TikTok videos featuring pink trees and bows inspired her to decorate her bedroom in a bigger way this year. She bought a pink Christmas tree on Amazon and decorated her shelves with pink bows.
“My mother likes the minimalist style, but more neutral,” said the teenager. “I generally like things big, colorful and lively. So we definitely have different styles when it comes to vacation.”
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