Almost every Christmas store and department features themed tree displays — some as many as a dozen or more. Experts say an array of artfully composed themed trees draws shoppers to the store and helps to sell décor.

Themed trees appeal to consumers and retailers for both practical and aesthetic reasons. First, in a crowded and busy store, themed trees are helpful signposts, aiding shoppers in search of specific ornaments to find what they are looking for; for instance, a customer in search of a “Baby’s First Christmas” ornament can be directed to the tree or trees that display them. More important, however, is the emotional appeal of themed trees. Says Shelli Lissick, spokesperson for Midwest/Seasons of Cannon Falls: “There is something in human nature that is attracted to order and organization, and a beautifully done themed tree is very appealing.”

Generally, retailers say they like to do some traditional themes — Victorian, Santa and snowmen are favorites — as well as creative new themes that will spark anticipation and excitement among regular customers. Teresa Pitera, Christmas buyer, Gertens, Inver Grove Heights, MN, reports that her company’s eight elaborately decorated trees are a major attraction, bringing visitors from as far away as North Dakota to see each year’s new themes.

Selling Christmas Decorations asked suppliers and retailers for tree-theme ideas for 2008. On the following pages are some of their suggestions.

1] Go Green.
Americans’ interest in the environment is affecting all retail categories in 2008. For Christmas décor, this means a renewed appreciation for nature’s seasonal beauty. Suppliers suggest décor inspired by the natural world — holly, poinsettia, hydrangea and amaryllis — can be a colorful addition to a “green” tree. Feathers, birch bark, deer, nests and wild birds are other options. Suppliers say the new “green” theme is a close relative of the classic woodland theme.

2] Looking Back.
Holiday retailers consider a Victorian theme a must, but why not also hearken back to a less distant past — the 1950s, 1960s or 1970s? Kurt S. Adler, Inc.’s licensed ornament collection includes pop-culture icons from all of these eras. The company’s “I Love Lucy,” Elvis, and 1953-Corvette ornaments, for example, offer a good start on a 1950s-themed tree.

3] Festive Foods.
This is a crowd-pleasing theme — who doesn’t love to eat? A food tree can include a variety of foods or be devoted to a specific subcategory of food or beverages: coffee, wine, fruit and desserts are possibilities. Inge-Glas of Germany’s 2008 line offers a good start on a dessert tree: cupcakes, sundaes, petit fours and icecream cones are among its sweet treats.

4] Black and White.
These dramatic hues are hot right now, and a number of popular ornament icons — snowmen, snowflakes, penguins, brides-andgrooms — are suitable additions to a black-and-white theme. Betty Eylers, The Eclectic Shop, Colonial Heights, VA, suggests an eye-catching variation on black and white: a black tree with white ornaments displayed next to a white tree with black ornaments.

5] Pick a Color - Any Color.
Jennifer Flores, studio assistant, Raz Imports, reports that color themes are becoming increasingly popular. She notes that monochromatic themes are particularly striking and allow merchants to bring together different types of ornaments in a visually organized and compelling fashion. She advises retailers not to overload display trees — too much décor prevents the viewer from focusing on individual ornaments. Paul Thompson, vice president/creative for OneCoast, notes that no colors are off limits in terms of display. Sometimes, “colors you don’t like at all” can be very compelling in a retail setting, says Thompson.

6] Words.
Many new ornaments carry a holiday message — some as long as a Biblical verse, some as short as a single word. Midwest/Seasons of Cannon Falls’s “Sparklers” line includes enough metal-and-glass “word” ornaments to fill an abridged dictionary — “Alleluia,” “HoHoHo,” “Imagine” and “Celebrate,” to name a few.

7] Cities and States.
A seaside tree (featuring seashells, lighthouses, fish, sandals and sunglasses ornaments) will work in a beach town; a casino tree (with cards, dice and money ornaments) in Las Vegas or other gambling town; and a Western tree (using cowboys, cowboy boots and chili-pepper ornaments) almost anywhere west of the Rockies. A number of suppliers offer state and city ornaments, and some also offer regional-themed pieces that can be personalized to make them even more locally focused.

8] The Family Tree.
Kathryn Lever, manager of The Village Christmas Shoppe, West Jordan, UT, cites this theme as a useful catchall category that can commemorate the accomplishments, hobbies and milestones of family members of all ages. A family tree is also a good backdrop for picture-frame ornaments and pet ornaments — although pet-themed ornaments are so popular that they may need a tree of their own.

9] Think Very Local.
Know your customers, say suppliers, and create trees that are directed specifically to them and their interests: a nativity theme for a religious clientele, a gardening theme for gardeners, a sports theme for a sports-mad town, an Africanheritage theme for African-American customers. One retailer with a large gay clientele recommends a gay theme. He notes that December Diamonds’ mermen and mermaid ornaments have been popular with his customers. “Blaze the Firefighter” is among the 2008 additions to the line.

10] Birds.
Birds are a traditional holiday motif; they’re colorful and beautiful, and there are an enormous number of bird ornaments to choose from in suppliers’ 2008 lines. A tree full of birds — it’s a natural.

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