Inflation, along with higher freight costs, is putting pressure on both consumer wallets and merchant margins this Christmas. The impact is being felt by artificial greenery supplier National Tree Company and their retail partners as shopping behavior continues to evolve, according to the company’s recent consumer survey report.
The company also found that consumers are increasingly using AI tools to research their purchases and are visiting stores less, yet the fundamental traditions of the season are holding firm.
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The number of households using a second tree is up, even as a greater proportion of shoppers are setting their primary tree budgets at less than $200.
Chris Butler, CEO of the National Tree Company, has broken down the company’s latest consumer sentiment data, the impact of diesel prices on the peak season supply chain and how the prevailing economic uncertainty is reshaping the retail landscape for the holidays.
Chris Butler: Economic uncertainty and higher everyday costs continue to influence household spending decisions. According to our Consumer Holiday Sentiment Survey, 45 percent of consumers expect to spend less or nothing at all on holiday decor this year compared to last year, highlighting the importance of value and affordability as shoppers plan for the season.
: We’re seeing consumers use a wider mix of tools when researching holiday decor purchases. Our survey found nearly a 50 percent increase in consumers reporting the use of AI tools during their shopping journey compared to last year.
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