Robin Shuker, Managing Director, UK | Field Agent
A recent survey by Field Agent has provided insights into consumer behavior and trends in holiday decor for the upcoming season. The study focused on purchasing intentions, preferred styles, and emerging trends among shoppers preparing for the holidays.
According to the findings, 72% of participants plan to decorate their homes for the holidays, while 16% are undecided and 12% do not intend to decorate. Economic concerns are influencing spending habits, with 64% of respondents indicating they will spend $100 or less on holiday decorations. Of these, 35% expect to spend between $50 and $100. Rising prices were a common concern among those surveyed, as one participant noted: “Considerably higher prices for items that used to cost much less. What seems like recycled stock/inventory from older seasons.”
Despite budget constraints, some consumers plan more elaborate celebrations; 11% anticipate spending over $200 on holiday decor.
The survey also explored style preferences. Traditional decor remains popular, with 46% choosing classic themes featuring reds and greens. However, there is growing interest in bold colors (15%) and minimalist designs (14%). Ornament purchases lead at 59%, followed by string lights (51%) and wreaths (49%).
Lighting choices reflect both tradition and innovation. Classic white lights are favored by 54%, while cool white lights appeal to 25%. Multi-colored lights remain popular with 44%, matching the percentage who prefer energy-efficient LED options.
Technology is making an impact this year; interactive lighting solutions are being adopted by 38% of decorators—such as color-changing or voice-activated displays—while DIY projects attract about one-fifth of respondents.
Color schemes vary: red and green continue as favorites at 43%, but white/gold (22%) and blue/silver (15%) combinations are also gaining traction.
Sustainability is important for many shoppers; over half refresh their decor annually by mixing new items with existing ones. Reusability is rated “extremely important” or “very important” by a majority of respondents.
In terms of shopping destinations, Walmart leads with a preference rate of 75%, followed closely by Target at 69% and Home Depot at 68%. Specialty stores such as Hobby Lobby and Michael’s remain popular for DIY supplies.
Field Agent emphasized how understanding these trends can help brands tailor their offerings: “Affordability is crucial. Many holiday shoppers are working with leaner budgets this year. Brands that highlight value, whether through promotions, bundles, or discounts, are more likely to draw in shoppers and drive purchases.”
“Celebrate traditions and embrace change. Classic holiday styles remain popular. However, there’s also a growing interest in colorful, minimalist, and eco-friendly designs. Brands can attract a wider audience by offering a mix of traditional, trendy, and sustainable decor.”
“Create an engaging shopping experience. Online or in-store, the overall shopping experience can influence buying decisions. Investing in attractive displays, clear signage, and digital engagement resonates with consumers seeking to create a memorable holiday experience.”
Field Agent encourages brands looking for deeper insight into consumer behavior during the holidays to utilize its services for actionable data-driven strategies.