Many complain about seeing Christmas decorations in the stores in October. Little do they know, the world’s biggest Christmas exhibition occurs all the way back in MARCH.
Christmas trends are born at Christmas World, a huge trade show that opens nine months before the first family ornament sees the light of day.
Early in spring, an avalanche of Christmas wreaths, santas, and twinkle lights of every conceivable shape and size fill two floors of a Frankfurt, Germany convention hall. Christmas World is the world’s leading trade fair for finding and promoting Christmas trends and innovations. What the average consumer sees in their Christmas store of choice was most likely picked by a retailer or designer trolling aisle after aisle of manufacturers’ and designers’ wares half a world away.
And the average consumer isn’t even invited! That’s all right for the Christmas World organizers. Every year, 30,000 corporate, gift shop and other buyers hop a plane to get the first glimpse of year’s innovative Christmas centerpieces, ornaments, colors and more.
Here’s what you’ll be seeing in the stores this year that’s considered “new:”
- Christmas Sentiment: Less is more. Simplicity. With widespread economic uncertainty, more consumers are reporting that they will comparison shop, use more coupons and be more careful with money in general. That said, the National Retail Federation estimates that 2011 Christmas spending will rise 2.8% over last year’s figures--not a great boost, but better than 2008’s 4.4% drop. Shocked by unemployment and stock market gyrations, American consumers have developed a new-found interest in simplicity. The soon-to-be released felts and decorated tins with folkloric accents indicate a longing for a simpler, earlier time.
- Christmas Flowers: Decorators have long been encouraging homeowners to try flowers other than the ubiquitous poinsettia. While no specific Christmas flower trends have emerged per se, look for deep red Calla lilies and red or white tulips on professional decorators’ Christmas mantles and tables this season.
- Christmas Color: A subdued mix of frosty green and silver will appear in the Christmas windows of the biggest retailers this year. Any store window displaying bright reds and greens will suddenly seem dated. Think of two Christmas balls, one silver and one more of a metallic gray-green. Woody and other natural accents complement these shades beautifully. Again, these hues are less garish, reflecting the cautious attitude that’s struck most families.
- Christmas Metals: In keeping with the subdued hues of silver and frosty green, this year’s metal accents stick more closely to tin, pewter and burnished bronze rather than sparkling golds. The trend toward simplicity emerges in metal mesh pieces coated with uneven paints which renders an earthy texture, as well as the folklore-themed felts and tins. Even the glitters (popular again this year) lend more color than shine. The more sophisticated “superfine” is again the glitter of the day, and it’s showing up in plastic gift wrap and home décor in swirl and plaid patterns.
Will the Trends Affect Your Family’s Christmas decor?
When a celebrity decorator chirps, “I’ve been seeing a lot of this shade/metal/shape lately,” now you know that decorator (or the assistants) spent some time in Germany in March. Martha Stewart hasn’t been touring the homes of New England neighbors or other decorators. She doesn’t have time. Martha hit hundreds of vendors and artists over the five-day Christmas World conference.
While you may not be ready for the white tree with black ornaments one designer gushes over on YouTube, keep this year’s trends in mind while browsing your favorite store or online retailer. No need to burn all of last year’s stuff. A few new pieces can freshen your whole Christmas look. A trend does not make a mandate. Stores are happy to satisfy Christmas shoppers of all styles, even the markedly “untrendy.”