Christmas trees in some U.S. homes this year are showcasing an unconventional streak, reflecting the decorator's personality rather than traditional Yuletide cheer. A shift towards non-traditional holiday decorating is being observed among a demographic ranging from teenagers to young adults, who are opting for pastel pink and blue palettes, glam details like faux fur and feather accents, and whimsical outdoor displays.
Interior designer Eric Goranson notes that for Gen Z and millennials, holiday decor is more about self-expression than tradition, with a modern twist. Retailers like Michaels, National Tree Co., and Home Depot are catering to this trend by offering Instagram-ready holiday collections that resonate with younger customers and are social media-friendly.
Seasonal decor company Balsam Brands has expanded its assortment to include artificial twig trees adorned with fairy lights, faux crystal garlands, and metallic bows. Customers are seeking to stand out and share their unique perspectives with the world through their holiday decorations.
Michaels and Home Depot are offering a wide range of unconventional holiday decor options, from pink and black trees to oversized outdoor characters like Santa Claus and reindeer. Home Depot's senior merchant, Lance Allen, highlights the trend of younger consumers wanting holiday trees in every room, as opposed to older generations who prefer a single primary tree.
The surge in unorthodox holiday decor is attributed to the pandemic, with U.S. consumers expected to spend more on seasonal decorations this year compared to previous years. Younger consumers are projected to spend even more on holiday decor, with those aged 35-44 expected to spend an average of $91.62.
Individuals like Jess Druey and Claire Reyhle are embracing this trend by incorporating maximalist and colorful elements into their holiday decorating, influenced by platforms like TikTok and Etsy. Druey's creative approach to decorating her new apartment and Reyhle's vibrant bedroom decor reflect the growing popularity of non-traditional holiday styling among younger generations.
