Big box stores missing one key ingredient in Christmas tree business
I saw an interesting article in the Dec 12th Adweek, “A Holiday Tale: The Christmas Tree Wars.”
The article does a good job of framing the business and marketing aspects of the competition between “mom-and-pop” tree sellers vs. the “big box” stores that sell fresh trees in their garden departments. What’s missing in the discussion is what may be mom and pop’s best advantage: tradition. No other time of year is so built on maintaining tradition like the Christmas season. We don’t even like most new Christmas songs, although we also complain that there are so few Christmas songs. Why? Tradition.
What buying a tree from a “big box” store offers in convenience, it lacks in the ability to reinforce good old heart-warming traditions. I’d hate to see mass retailers kill the Christmas tree tradition and I think this might be one case where emotion will win out over practical convenience. Merry Christmas!