National Tree Company, the leading privately held importer and wholesaler of artificial Christmas trees, holiday décor and seasonal scents, today announced the findings from its 2026 Consumer Holiday Sentiment Survey which found an overwhelming 80 percent of consumers who celebrate Christmas intend to decorate with an artificial tree this holiday season.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261110102405/en/

The primary driver of the popularity of artificial trees is convenience, with 42 percent of consumers citing the ease of set up and take down among the key factors governing their decision. Similarly, 52 percent of artificial tree owners said they plan to spend less than two hours setting up and decorating their tree while 66 percent of real tree owners spend more than two hours, with 31 percent citing 4 hours or more of set up and decorating time. Other top factors influencing tree buying behavior among consumers include appearance and realism (35%), mess and clean up (30%) and durability (28%).

“Given the current economic climate and subsequent consumer belt-tightening, shoppers are searching for value and quality at accessible price points on their holiday décor purchases,” said Chris Butler, CEO of National Tree Company. “This year’s consumer sentiment survey mirrored those priorities while also highlighting the continued importance that holiday decor plays in seasonal celebrations despite consumers’ financial challenges.”

Reflecting this focus on value, 37 percent of respondents to the survey stated they will not be buying a tree this year and 34 percent of those planning to buy trees say they will spend under $200. However, the survey also saw the average number of trees per household grow from less than 1.5 in 2023 to almost 2 this year, with nearly a quarter of respondents planning to display three or more trees in their household.

Budget & Inflation Weighing on Consumers

When asked about the impact of their financial situation on holiday décor purchases this year, over 30 percent of respondents stated they plan to abstain from buying holiday decor altogether and just use what they already have. Among consumers planning to buy new décor this year, 45 percent said they will be buying less than last year, and only 23 percent of respondents said they plan to buy more than last year. Twenty-six percent stated they will be hunting for value but may spend a little more if they can get quality at a good price.

Brick and Mortar Surpasses Online Shopping

When asked where consumers will purchase their artificial tree this year, 63 percent said in a physical store versus online, up from 59 percent last year. The three physical retailers most cited were Walmart, Home Depot, and Target, while for online buyers, Amazon, Walmart, Target, and Home Depot were ranked highest.

“Interestingly enough, we are seeing a high percentage of survey respondents citing scent and aroma as key decision factors when it comes to purchasing a real or artificial tree,” said Chris Butler, CEO of National Tree Company. “To meet that customer demand and bring our trees to life with real, fresh-cut scent, we are thrilled to have welcomed Scentsicles, the original and leading scented ornament, into the National Tree Company family. Scentsicles truly adds that finishing touch to the beauty and realism of our trees.”

About the Consumer Holiday Sentiment Survey

National Tree Company commissioned a nationwide Consumer Holiday Sentiment Survey in October, surveying 1,074 U.S. residents aged 18 to 65. You can access the complete survey data and findings at National Tree Company Consumer Holiday Sentiment Survey.

About National Tree Company

National Tree Company (NTC) has helped people create meaningful holiday memories for more than 60 years by designing artificial Christmas trees and seasonal décor that turn everyday spaces into celebrations. NTC has grown by offering the best quality at any price point and focusing on realistic designs that are easy to use and built to last.

National Tree Company acquired Scentsicles in 2022 to pair its lifelike seasonal décor with the leader in true-to-nature seasonal scents because nothing brings the holiday season to life like the fresh-cut scent of a tree. Together with Scentsicles, NTC is committed to making it effortless to transform any home into a celebration so that everyone can spend less time preparing and more time enjoying the season.

National Tree Company. Rooted in tradition. Made for moments that matter. Learn more at nationaltree.com.

Media gallery

About The Author
Business Wire