Chain Retailers Battle Over Christmas Trees
Adweek, Thursday, December 15, 2011 2:48 PM
Americans bought 27 million holiday conifers last year, spending about $976 million. Lowe’s has been selling fresh-cut trees out of its garden centers for two decades and Costco is in its third season selling evergreens. Target started last year, and Kmart and Sears just started this season.
The chains will not disclose sales figures, but Jennifer Dominiquini, Sears/Kmart CMO for seasonal and outdoor living, says the trees have been “generating a lot of buzz, and we’re pleased with what we see.” Not surprisingly, mom-and-pop tree farms are decidedly less pleased. Though “choose and harvest” farms still enjoy greater market share (33%) than the chains (21%), family operators are wary.
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