• by Sarah Mahoney , 4 hours ago

For the first time, Home Depot is featuring the people who grow its Christmas trees. The new “The Right Tree” campaign, created with BBDO, follows the journey of a live tree from a family farm to a Home Depot parking lot, and finally, to a family living room.

“The holidays are built on traditions, and this year we wanted to celebrate one that’s close to so many hearts: the annual search for the perfect tree,” said Whit Friese, vice president of creative marketing, in an email to Marketing Daily. “We’re proud to offer quality trees and to support the dedicated farmers who help bring them to our customers.”

The 30-second and 15-second spots are running in digital video, CTV, and linear TV, supported by social content spotlighting store associates and tree-farm partners. It’s part of a broader push by Home Depot to humanize its seasonal business and link holiday purchases to small-farm stories.

That focus on authenticity mirrors what growers are seeing nationally. According to the Real Christmas Tree Board’s 2025 outlook, nearly eight in ten growers expect to sell as many or more trees than last year, with 84% saying they don't intend to raise prices.* And 90% of shoppers say the price they paid for last year’s real tree was “worth it.”

Still, the broader economic mood is far from merry. The University of Michigan’s latest consumer-sentiment index fell 6% in November and is down nearly 30% from last year, underscoring how fragile confidence remains heading into peak retail season. That’s the lowest reading since July 2022, the lowest level on record. The decline in sentiment was led by a 17% decrease in current personal finances and a 11% drop in the business conditions consumers expect to see in the year ahead.

*An earlier version misstated RCTB's data on sales expectations.