As the marketplace shifts back into a period of growth, the fallout from the dramatic recession is still influencing consumer tastes and driving the color palettes that will be most influential in home furnishings for 2012. From comforting vintage and sea-inspired colors, to soothing earth tones with hints of global influence, to vivid palettes that inspire energy and hope, the color forecast is all about learning lessons from the past and looking ahead. Download the free report here.
The following report was submitted by the American Home Furnishings Alliance, High Point, N.C., which represents more than 200 leading furniture manufacturers and distributors of residential furnishings, including nearly 100 producers of outdoor furniture. Consumers seeking more information should go to FindYourFurniture.com
Lloyd Flanders Great Lakes collection
Fresh Color, Improved Function, Maximum Value Await Furniture Shoppers This Season
HIGH POINT, N.C. – Daylight-Saving Time not only signals the onset of longer days, but also the beginning of the outdoor living season. Homeowners shopping for new outdoor furnishings this year will find stores stocked with fresh color, surprising new motion furniture and maximum value in all categories.
Alfresco Home's Blue Hawaiian Margarita Bistro set
“Once we change our clocks, we know the first day of spring is right around the corner. That causes a lot of us to take a long look out the backdoor at our outdoor living spaces. It’s time to begin planning improvements for the warmer days ahead,” observes Jackie Hirschhaut, vice president of the American Home Furnishings Alliance.
After the long gray days of winter, the first thing many homeowners want to add is a splash of color to their porch or patio. “Crisp shades of blue and green are expected to be favorites this year, but for those who already have cushions in neutral earth tones, a pop of red or orange is a quick and easy way to brighten your space,” says Hirschhaut.
Blue this season is more tropical than nautical, with shades of aqua waters and azure skies more popular than marine navy. Forest green remains a staple at popular prices, but softer shades of sage and celadon are a better complement to this season’s new neutral: gray.
“Gray rolled into the outdoor living palette this year like a fast-moving summer storm,” Hirschhaut notes. “It is the trend-forward choice in every major material for outdoor furnishings.” From polished steel to hand-forged iron, weathered gray teak to driftwood shades of synthetic wicker, gray is the backdrop for all other outdoor color directions this season. Stripes, geometric prints and florals large and small pair gray with everything from butter yellow to poppy red to those tropical blues.
Agio's Haywood fire pit chat group
Whether shopping for dining or lounge furniture, homeowners will find it’s increasingly difficult to sit still this year. Dining chairs bounce and swivel, while lounge chairs rock, recline and rotate. “And two old-fashioned favorites are making a strong comeback this season: rockers and gliders,” Hirschhaut points out.
Villa Bistro set from O.W. Lee
Finally, in all price points and in all styles, the added attention to small details is hard to miss this year. Design flourishes – from detailed scroll work in chair backs to shaped table bases to those ubiquitous motion features – mean added value for outdoor furniture shoppers.
“It’s a great time for sprucing up outdoor living spaces,” Hirschhaut notes. “Even shoppers on a limited budget will find a lot of style and a lot of function without a lot of looking.”
Pantone Unveils 2012 Color Inspiration and Direction for the Home Furnishings and Interior Design Industries
At the International Home + Housewares Show in Chicago this month, Pantone LLC, an X-Rite company and the global authority on color and provider of professional color standards for the design industries, today announced PANTONE® VIEW home + interiors 2012, a trend forecast containing the nine most directional color palettes for home furnishings and interior design in 2012. “PANTONE VIEW home + interiors 2012 is the road map to color for 2012, which is filled with interesting new directions,” said Leatrice Eiseman, executive director of the Pantone Color Institute®.
The color of the year for 2011
“Some paths lead to exhilarating tones that encourage the prospective buyer to forge ahead into adventures with novel color combinations, while others invite them to stop for a moment, take a deep breath, relax and consider the more classic hues in a different kind of mix. The continuing challenge and goal will be in keeping the consumer visually engaged by blending the playful with the practical. To reach that destination, color is the compass.”
PANTONE VIEW home + interiors 2012 is a forecasting book that provides color and trend direction, enabling designers to select the right shades and combinations for home furnishings or interior spaces. PANTONE VIEW home + interiors 2012 contains visual inspiration, suggested color harmonies, individual tear-out palette cards for each of the nine forecasted palettes, swatches of the 73 forecasted colors, and images from the forecast for use in presentations and storyboards. Additionally, PANTONE VIEW home + interiors 2012 includes the PANTONE FASHION + HOME digital color library which enables direct download of all the PANTONE FASHION + HOME palette colors into design software.
The nine palettes for 2012 are: Nonchalance, Subtleties, Resilience, Indigo Effects, Transcending Time, Back to the Fuchsia, Reflections, Nouveau Neon and The Comics.
The simplicity and casual ambiance in this palette, called Nonchalance, are easy toread and enjoy. The reassuring colors coax a feeling of tranquility and relaxation with no suggestion of anxiety in the surroundings. The comforting pastel pinks, ethereal blues and soft egret white wrap us in carefree baby blanket colors, harmoniously blending with the more mature taupe, gray and grape tones.
Subtleties are just that – a close connectivity between the color families, sliding effortlessly into a seamless collection of hues that are either closely related or quietly complementary. The atmosphere they present is effortless and compatible: hazy coral, soft yellow green, faded rose, stonewashed blue and tinges of gray and green artfully set against a tasteful brown earthy red.
Resilience represents a group of sturdy hues that work very well together. It speaks of hand-hewn objects of substance, sustenance and solidity in a range of natural, outdoor shades. There are nuances of the deepest browns, varietal mushroom tones, foliage green and greenish yellow. A dash of flamingo orange adds an exotic touch to this otherwise organic grouping.
Like the twilight colors of a descending night sky, Indigo Effects evokes a mood of broad expansiveness and depth – enveloping and protective, yet mysterious. The colors are variations on a blue theme – celestial and majestic blues, purpled and deep blue indigos – all deftly brushed with contrasting strokes of maroon, mauve and moody gray.
Transcending Time is a palette that speaks of continuity – inspirations from the past, both style and color-wise, which continue well into the future – containing hues that heirlooms are made of, including elegant wine and plum, warm beige and wood tones, as well as classic rose. A touch of frosted almond adds a soft and subtle glimmer to the atmosphere.
Bold, daring and audacious, this is a group of tantalizing colors that makes no excuses for the attention it creates. Back to the Fuchsia celebrates the energy generated through the provocative melding of dancing reds, purples and pink, all highlighted by a variety of fuchsias. Jewel-toned peridot both accentuates and complements the hotter hues.
Glossy finish and color are a magical coupling, fascinating the eye and riveting attention. Metallic or glassy surfaces undulate and move and twist and turn, taking colors to new dimensions. Included in this arresting palette, called Reflections, are tones and tints that spark the imagination: Turkish sea, blue moon, garnet, beluga, cloud dancer as well as the classic silver and gold.
The colors of the Nouveau Neon palette are not the phosphorescent neons of yesterday. They are instead a collection of exuberant shades that bring a fresh new perspective to combinations. Asian-inspired bamboo yellow-green plays with orange Popsicle® and berry purples, while citrus colors toy with pink and raspberry. A flavorful butter-rum tan is the unexpected accompaniment to all of the vibrant colors in the palette.
Cartoons come to life in this effervescent palette called The Comics. Funny paper hues pop off the page in whimsical ways that bring a smile and create the need to take some time to play. Ominous phantom black provides the backdrop for sulphuric yellow and fiery red. A flash of green provokes a strong blue while an inky cyan plays up to honeysuckle and primrose. It’s quirky joy and spontaneity.
About Pantone Pantone, a wholly owned subsidiary of X-Rite, Incorporated, has been the world’s color authority for nearly 50 years, providing design professionals with products and services for the colorful exploration and expression of creativity. Always a source for color inspiration, Pantone now offers paint and designer-inspired products and services for consumers. More information is available at www.pantone.com.
(The following is based on an article I wrote for Imax Worldwide Home. Read the entire blog post there, which is illustrated with photos of home decor.)
Consumer spending is pointing to an improving economy. Retail sales have risen for six months in a row. In fact, they were up 6.7% in 2010, the best gain in more than a decade. Retailers are shopping the winter markets with a little more cash in their pockets. Here are four home decor trends to keep in mind as you buy for 2011.
Bright and Happy. Perhaps consumers are feeling a little bit more confident about their finances or they are simply tired of economizing. They are ready to perk up their homes. Look for bright colors in home decor. Brights can be matched with grays and neutrals for a stunning effect. Pantone's 2011 color of the year is Honeysuckle, a reddish pink.
Clean and Coastal. Wherever you are in the United States, you aren't far from water. Oceans, lakes (Great and small) and rivers inspire home decor. Design influences range from yachts to rowboats. Look for nautical blue cushions trimmed with white piping. Seashells appear furniture, wall decor and lamps, and they are used alone as decorative accents in their own right.
Affordable Luxe. The look says luxury but the price point says otherwise This is the style for the shopper who likes to celebrate special occasions in her home. At market, watch for furniture with mirrored surfaces. On decorative accessories, take note of mirrors accenting photo frames and decorative boxes.
Warm and Welcoming. We have trimmed our dining-out budgets and become accustomed to home entertaining. But now it’s time for an upgrade. Whether it's a formal dinner party, a wine-tasting get-together or a simple drop-in for a cup of coffee, hostesses seek to change out their current dinnerware for something new. Blue is a strong color on the table this year.
Use the momentum of rising retail sales to retain your customer base and to bring in new shoppers. Position yourself as the "go-to" retailer of fashion-forward home furnishings and gifts.
imm cologne + LivingKitchenruns from Jan. 18 to 23 in Cologne, Germany. The following report on furniture and home decor trends was prepared by the Association of the German Furniture Industries (Verband der Deutschen Möbelindustrie e.V.)
Traditionally, a considerable portion of furniture sales is generated in winter. Considering the harsh weather we're experiencing this time round, that seems perfectly understandable. What better place to be than your own four walls when it's raining, snowing or blowing a storm and anything but pleasant outside. The less hospitable the weather, the more important it is to feel nice and snug in your own home - a totally consistent logic that was practised by our ancestors before us and is by no means uncommon in the animal kingdom. Hibernating means scrutinising everything again, noticing the greying walls and old furniture - reason enough to brave the foul weather and take a trip to the furniture store. When it comes to design and tastes, today's consumers enjoy an incredible degree of freedom. The products available from the German and international furniture industry have liberated themselves from doctrines and standardisation.
This is giving rise to an increasingly pronounced interior style that we call "new German Gemütlichkeit". Its character reconciles the cool with the playful - a development encouraged by the fact that people want their homes to be a demonstration of their multifaceted personalities. In the current and coming season, this tendency is being aided and abetted by the "pimp my home" mindset. Revamping one's own four walls isn't just chic, thanks to the varied and versatile possibilities it's in as well. In the past a cuckoo clock was the only option, these days it is just one of 30 different clock variants. In furniture retail, the "peripheral" areas of interior design are playing an increasingly important role. A never-before-seen variety of cushions, wallpapers, accessories and carpets are providing energetic support for the "pimping" trend. Which is why the imm cologne 2011 will be showing an increasing number of products from the vast category of "decorative accessories and fixtures". Nevertheless, furniture is and always will be the true hero of interior design.
The home is becoming the focal point of our social lives
One thing is certain: people's homes are becoming increasingly important to them. Today we spend around 90 percent of our time indoors. New studies show that the home is evolving into the focal point of our social lives and increasingly replacing visits to pubs or restaurants. Communication tools like smartphones, netbooks and tablet computers are of course contributing to the trend to retreat within ones own four walls as well. But without personal contacts, without visits from friends who come to share a delicious meal or watch the football match, life simply isn't complete. And if you're going to spend that much time at home, you want a habitat that's good for the soul.
Watch a video produced by imm-cologne
New products and trends for 2011
As in previous years, the Association of the German Furniture Industries (Verband der Deutschen Möbelindustrie) conducted a trend survey amongst exhibitors in the run-up to the imm cologne 2011. The most important trends and tendencies in furniture and interior design for the new 2011 season are described below.
Sustainability via resource efficiency In principle, good design and good quality are the top priority for any new piece of furniture. Both factors are entrance tickets for the market. "Sustainability" is becoming an increasingly important component of the quality factor. There is a growing demand for solid wood furniture, and furniture sales staff are increasingly likely to be asked which materials have been used to make a certain piece. People are becoming increasingly sensitive in their approach to resources. The industry is coming up with more and more material mixes that can be separated into mono-materials at the end of their lifecycle. This consumer attitude is rooted in the health issue. It thus comes as no surprise that material honesty is playing an ever more important role in furniture construction. People's understanding of health is becoming increasingly holistic. Despite or perhaps precisely because of the way our civilisation is progressing, we are realising that wellbeing depends on both body and soul. People are seeking organic options in the food sector, nature in their leisure activities and sustainability in consumer goods. We are at the outset of a major green line craze.
Shapes Upholstered furniture is getting smaller again. But the functions are here to stay. Folding a certain element down and changing the original purpose isn't just fun, it makes good sense too. The collections still feature big sectional seating arrangements too, of course, but the industry is aiming to cater to people with less space available to them as well. For the most part, that means smaller single-person households and export markets - particularly countries with less living space per capita, like China and Japan.
Wall units are standard. Individually configurable highboards, lowboards or display cabinets can provide the right option for every taste and are the preferred location for flatscreen televisions. As a result, contemporary wall units tend to be slender so as to enhance the impression of spaciousness.
Colors
White will remain the megatrend colour for furniture. White can be combined with any other colour and is reticent, almost neutral. In the face of so much white, expressive plain colours are being used to create accentuation in the form of scatter cushions, accessories or walls painted in powerful hues. The retro patterns currently available from wallpaper designers or other colourful designs are an equally good fit with white furniture. The motto: don't be afraid of colour, as long as the combination is pleasant! When it comes to monocolour covering fabrics, blue shades from petrol all the way to mint are particularly popular, as is the vast spectrum of natural hues. The latter are also very much in demand for the surfaces of storage furniture or kitchen cabinets. Occasionally, the 1970s are experiencing a revival in the form of orange and apple-green shades. Finally, black - the classic of the 1980s - is making a comeback in the upholstered furniture segment, as well as for storage furniture.
Patterns Stripes, floral fabrics, abstract graphics: in terms of patterns, covering fabrics are presenting an extremely diverse face. Ornamentation is another popular theme for opulent patterns. The haptic experience plays a major role as far as fabrics are concerned. Rather than being smooth, many fabrics are featuring a relief-like texture that issues an irresistible invitation to take a seat and nestle down. The user becomes one with the piece of furniture he happens to be sitting or lying on. Snuggling continues to play an important role.
Surfaces There is a very definite tendency towards material honesty. And when it comes to being honest, natural materials are best. The trend is towards glass, stone, wood and certain metals like stainless steel. In the coming season, glass will be a popular material for the fronts and doors of kitchen cabinets, wall units and wardrobes. We will be seeing thick glass for table tops and satin glass for translucent cabinet doors. Veneered or solid stone is being used for work surfaces. Precious materials with a surface that is pleasant to the touch are experiencing a boom. Leather will also be playing a more important role in the coming furniture season. Usually as a cover for upholstered furniture, of course, but also as an inlay for drawers or tabletops. Up to a point, however, the use of leather will be restricted by marked price increases.
Wood Good old oak is experiencing a veritable boom. Whether it's used for tables, beds or cabinets, oak is modern because it is being left in its original mellow colour and no longer being stained in dark, rustic hues. Walnut will maintain its important status. It radiates a sense of value and elegance. High-grade cherry with its delicate, reddish hues is playing a prominent role. Usage of domestic wood, including fruitwood, is becoming more important to buyers. The lighter colour spectrum continues to include beech, maple, ash, alder and birch.
Light
The light bulb is slowly disappearing from the household and being replaced by state-of-the-art LED luminaires. LEDs have the advantage of being highly energy-efficient, not getting hot and having a very long life. As a result, the furniture industry is making increasing use of LEDs, for example in display cabinets, as shelf or cabinet lighting or edging for sideboards. And LEDs are being used for popular accessories like fairy lights too. The latest development towards less expensive, organic light-emitting diodes, or OLEDs for short, allows manufacturers to produce not just ultra-thin screens but large-area lighting for shelf panels or large-area ambient lighting. Good light and energy-efficient light sources - often concealed and shining as if by magic - are a top trend that is here to stay.
LivingKitchen The kitchen is very much alive. Professionalisation is a trend that has long since arrived. Workflows can be optimised via the meaningful allocation of furniture and light is being targeted to illuminate worktops and eating areas. When it comes to electrical appliances, or so-called white goods, energy efficiency is a major theme. A growing number of consumers are becoming increasingly aware of the need to save both energy and water - partly because it is easy on the wallet, but also because it is easy on the environment. Energy-efficient and quiet kitchen appliances will be tomorrow's norm. In the next kitchen furniture season, we will also see a shift towards a simple, unostentatious design vocabulary. Simple means elegant and unobtrusive - the kind of style you never get tired of looking at. And that's a good thing, for kitchens are extremely durable consumer goods. The latest trend in the kitchen sector is towards open shelving and lots of glass for cabinet doors, work surfaces and wall tiles. The live-in kitchen is the most conclusive proof of all that the various areas of the home are merging and people's expectations of their interiors are changing.
Barefoot and patent shoes Home is life and life is change. The things we surround ourselves with have to adapt to our changing needs and aspirations. When it comes to interiors there have always been changes, some of them slow, others rapid, some that endure and others that disappear as fast as they came. The "either-or" model of the past is being replaced by an emphatic "both-and" approach. Anything goes, and interiors are no exception.
Megatrends are impacting the way we live The new millennium has seen the emergence of new social, economic and political issues that are affecting people very strongly. The big social megatrends such as individualisation, health, changing family structures, demographic change and globalisation are having an impact on our industry too. These days, furnishing a home means breaking down the old, traditional boundaries, putting the television in the kitchen, turning the dining table into a communication centre, putting the bathtub in the bedroom. Rooms are increasingly merging with one another. The "kitchen-dining-living" areas are becoming one and the "bedroom and bathroom" areas are gradually converging. Old furniture is being combined with new, winter barbecues are a viable proposition and, at a stretch, the hallway can be turned into a disco.
All things considered, "Disappearing Boundaries" is a very good description of this trend. In the past, people used to ask themselves what belongs in a living room. These days the question is this: What do I want to put in my living room? What do I want it to say about me? Those are the boundaries we will be dealing with in future.
As the first buds appear on the trees and gray skies give way to blue in 2011, Spring fever will flourish in colors and fabrics that suggest escape and relaxation. Look for new combinations of color, pattern and texture that are both inherently comfortable and refreshingly fashion forward.
“All of our color themes evoke places and spaces where we can get away,” says Reyna Moore, director of marketing for Norwalk Furniture. “Even if we don’t have time to take an actual vacation, we can recreate that wonderful feeling of retreat in our homes.”
Fresh colors and interesting textures are especially important, as fabrics rely less on decoration and more on intrinsic appeal.
“There’s a focus on textiles with a handspun, artisanal, slubby and nubby feel,” Moore says. “They complement the trend toward ‘up-cycled’ furniture, found pieces that have been recreated in a lovely and special way.”
Colors range from an upscale take on bolds to sophisticated muted hues in pleasing combinations that reflect current trends as well as give us a peak at what’s ahead. Norwalk introduces 110 new fabrics in four color themes for spring:
• Coconut Grove: Undoubtedly tropical, but with a sophisticated twist that would make it appropriate in almost any environment, Coconut Grove is anchored by colorful prints and bold stripes. Palm frond greens abound, as do summery yellows, medium chocolates and splashes of coral red. Upscale and relaxed, Coconut Grove works wonderfully in a beachfront home, in a lakeside cottage or in the sunroom of a more traditional home • Brittany Cottage: Conjuring memories of simpler times, Brittany Cottage has a casual, carefree ambience. Natural weaves and grayed-down base colors are paired with sky blues, charcoals and deep reds. Old script patterns, fine-line stripes, embroidery and fabrics reminiscent of French grain sack designs add appeal to this quiet palette inspired by stone cottages in Belgium and northern France. • Highlands Manor: As comfortable and inviting as a glass of port in front of a cozy fire at the end of the day, Highlands Manor is inspired by the warm hues of the Scottish highlands. Look for a lively mix of traditional menswear and glen plaids, timeworn leathers and rich velvets, as well as stripes, feathers, paisleys and houndstooth. Rich layers of texture and color juxtapose elegant with casual to create a certain tattered luxury that suggests world travel and quiet retreat. • City Lights: Imagine broad city vistas from a penthouse apartment. The blue-gray clouds, or “vapor,” as Candice Olson calls it. City Lights is a soft, see-through color palette sparked with luster that provides subtle light reflection. Dove gray is warmed by shades of cognac, topaz and green-cast gold. Rich velvets, soft wools and highly textured foundation cloths in nutty tones provide plenty of tactile appeal to this sophisticated collection.
“Our color themes allow you to design a home that is uniquely yours with fabrics that are easily coordinated on sofas, chairs, ottomans and pillows,” Moore says. “If you can dream it, you can create it.”
Norwalk Furniture offers something other companies don’t that the consumer and interior designers want: great design, customizable options, high quality, competitive pricing and quick delivery. Three upholstery programs offer 850 fabrics and leathers for a licensed collection by Candice Olson; Variations which consists of five basic styles and dozens of design options; and The Best of Norwalk, longtime best selling designs. The privately-held Norwalk, Ohio company manufactures upholstered seating in its 440,000 sq. ft. facility, delivered consistently in 35 days. For more information, visit www.norwalkfurniture.com.
New Unity Marketing report on the picture framing market finds customers have between 6 and 7 items waiting to be framed -- the makings of a framing boom!
Stevens, PA October 20, 2010 -- Although the art market has been hit hard by the one-two punch of the recession and a product category that has become increasingly irrelevant to consumers, there is one bright spot on the horizon: Consumers love to frame photos and personal mementos, and they have a number of items waiting in the wings for just the right frame.
"The increase in demand for framing, both custom and ready-made, is being driven by a boom in digital photography," says Pam Danziger, president of Unity Marketing and lead researcher on the latest Art, Wall Decor, Custom Framing, and Picture Frame Report. A new survey among 1,300+ category buyers showed that nearly everyone has a digital camera, and almost two-thirds of them printed and framed a photo in the past year, likely to go on a photo wall or in-home gallery.
"Digital photos are prime examples of the types of items consumers want to frame -- items that have a significant emotional value, as well as perhaps a monetary value. In our recent survey, we found that consumers are collecting items to frame faster than they can frame them, creating a backlog of pent-up demand."
For example, the survey found that people had an average of 6.3 items waiting to be framed. This number was even higher for those who had purchased framing in the past. Those who had purchased ready-made picture frames in the past reported an average of 6.6 items waiting to be framed, while those who purchased custom framing in the past had 6.9 items in the queue.
"This backlog of items waiting to be framed is a golden opportunity for makers and marketers of ready-made frames and custom framing services," says Danziger. "Marketers can entice consumers to frame some of these items waiting for attention by offering sales and specials on ready-made frames, perhaps giving a buy-two-get-one special on purchases of frames in a certain style. This will play in nicely to the trend of consumers having an in-house gallery or photo wall displaying their prized memories."
"Custom framers can do likewise, but our survey also found that these marketers have an opportunity to attract customers by creating an atmosphere of respect for a customer's cherished item. Simply keeping the store neat and clean and taking great care in handling the item are ways of reassuring the consumer that they can trust their treasure with the framer. Whether it is a vintage baseball card worth thousands of dollars or a son's Little League photo, these are irreplaceable items. The framer who treats them as such will get the business.
"IF there is one color that deserves extra attention in 2010, it is turquoise — at least according to Pantone. The company has declared it the color of the year, citing its “serene” yet “invigorating” qualities, and Ghislaine Viñas, for one, couldn’t be happier with the choice."
Pantone Unveils Color of the Year for 2010:PANTONE 15-5519 Turquoise
Turquoise Transports Us to an Exciting, Tropical Paradise While Offering a Sense of Protection and Healing in Stressful Times CARLSTADT, N.J., Dec. 8, 2009 –Pantone LLC, an X-Rite company (NASDAQ: XRIT), and the global authority on color and provider of professional color standards for the design industries, today announced PANTONE® 15-5519 Turquoise, an inviting, luminous hue, as the color of the year for 2010. Combining the serene qualities of blue and the invigorating aspects of green, Turquoise evokes thoughts of soothing, tropical waters and a languorous, effective escape from the everyday troubles of the world, while at the same time restoring our sense of wellbeing. “In many cultures, Turquoise occupies a very special position in the world of color,” explains Leatrice Eiseman, executive director of the Pantone Color Institute®. “It is believed to be a protective talisman, a color of deep compassion and healing, and a color of faith and truth, inspired by water and sky. Through years of color word-association studies, we also find that Turquoise represents an escape to many – taking them to a tropical paradise that is pleasant and inviting, even if only a fantasy.”
The following is an excerpt from “Retailing’s Next Test: Halloween,” by Paula Rosenblum, Managing Partner of RSR, Retail Systems Research. Read the entire article here.
Halloween is holiday that for most people has little to no familial or religious associations to it. No gift giving required and no “important” rituals. The primary traditions are decorations, costumes and trick or treating. I always observed that you could have a really great time for under $100. It doesn’t matter if it’s hot or cold, rainy or dry….kids wear costumes to go trick or treating for Halloween. And because the run-up takes a while, people also buy decorations. But the big money or the extra sales comes from Halloween parties for grown-ups. It doesn’t get any better than having Halloween itself fall on Saturday. The bottom line is – this is the month to watch for indicators of how the “big” holiday season is going to go. We believe there’s a certain amount of “frugality fatigue” setting in – and while consumers will still be price conscious, people want to have some fun. It has been a nasty year. The stars are aligned. Halloween should be a barn-burner. If it’s not, we’ll know we’re not nearly out of the woods yet. If it is, things are looking up.
