Christmas 2003 promises to be a season of polarities and dualities. The dominant home décor look continues to be clean, fresh minimalism but despite the increasingly close connection between home décor and Christmas décor minimalism is most certainly not the look of the upcoming holiday season.

In fact, the look for Christmas is elaborate, decorative, glittery — almost overdone.

It is as if Americans, having taken the advice of the very hot-selling magazine Real Simple, have stripped their home to the stylish essentials and thus have the space — and the psychic need — to go a bit crazy for the biggest holiday of the year.

But glittery does not mean garish in 2003. The season’s offerings — including lights and bells and beads and a wild array of new and old holiday hues — manage to be wonderfully stylish in almost every price range. Martha Stewart is said to have brought high style to the budget-conscious; this year, in perhaps a last hurrah before her court date with the Feds, she has moved into the Christmas market with an extensive holiday décor collection for Kmart.

Designers continue to find inspiration in the looks of Christmases past. Snow is once again appearing on trees, as it did in the 1960s; stockings and stocking hangers are a focus as parents recreate their memories of childhood for their own children; and new tree toppers have at least an edge of kitsch.

The season’s design zeitgeist is, as it often is, represented most clearly in Christmas cards. They are, say suppliers, wildly creative with mixes of materials, odd shapes, witty images and high styling. Yet the messages are simple and elegant: “Greetings” is a new favorite. So is “Peace.”

pre-lits, fiberoptics add features
By Joseph Dobrian, Contributing Editor

It looks like the dominance of pre-lit trees and fiberoptic styles will only get stronger in 2003. Technological advances, more options, and steady pricing make them a popular choice, suppliers agree.

“Pre-lit trees may represent as much as 70 percent of the business in 2003,” predicts Tony Puleo, president of Puleo International. “Another tree that’s emerging is the pre-lit fiberoptic tree in larger sizes — six-and-a-half to seven-and-a-half-foot floor models. We’ve also introduced fiberoptic pre-decorated trees, and fiber-optic wreaths, decorated or un-decorated, with mini-lights.”

At Santa’s Own, vice president and general manager Brian Love reports that the big news for 2003 will be a low-voltage pre-lit tree featuring Ever-Lite bulbs, employing technology that will keep the tree lit even if a bulb comes out of its socket.

“Due to cost, this light has never taken off on a pre-lit tree,” he says. “We’re hoping our product will retail at $25 to $50 above a standard pre-lit tree: $299 is our target. It’ll be available with colored or white lights, with variable brightness control, thinner-gauge wire insulation, and a longer bulb life than anything else on the market, because of the low-voltage technology.”

Peter Barthelmess, president of Barthelmess USA, also has news in the pre-lit category. “For 2003, we’re coming out with an exciting new pre-lit concept: a tree with remote control. If you want clear lights, you push a button; if you want four colors of multis, you push a button.  You can fade the colored light or flicker the clear ones; in all, you have 30 to 40 options.”  

More Choices

Peter Rocheleau, director of marketing at Bradford Novelty, Bellingham, Mass, reports  “The focus of our business is fiberoptics and for 2003 we’ll offer new finishes on the fiberoptics itself.  We have one called ‘ice,’ which lights not just on the very end of the tip, as is usual, but on a surface of about three-quarters of an inch, creating an almost cashmere look. On another, we have a sparkle effect that allows light to appear on several different points of the fiberoptic, all the way to the center of the tree. And the ‘frost’ look lets the whole fiberoptic light up with a soft glow.”

“Pre-lit trees are moving into the promotional and middle price ranges, as well as the upper end,” says Todd Weiner, sales manager at Sterling’s Forest, div. Sterling, Inc. “New for 2003, we’re offering pre-lit trees with clear or multi-colored rice lights, which, being smaller, create a different visual effect.

foliage options grow

The most interesting greenery in 2003 displays variegated shades of green — and often white snow — as well as accents such as berries and other botanicals. In the case of wreaths and garland, decorative touches may include icing, sugaring, beads, and bells.

Says Deborah Weidenbach, director of product development and merchandising at Sullivans, Inc. “We’ll introduce a couple of new finishes this year: a ‘first frost’ look with laser glitter mixed in with the flocking so it looks like sunlight is hitting it; we also brought in a heavy-snowed spruce tree. We’re finding that the flocked and snow pines have been doing very well. People want that ‘white Christmas’ feel.”  

Enhancements

“People want the most natural and realistic looking product in their homes that they can get,” says Mike Stadlberger, president of Aldik Artificial Flower Co., who anticipates that garlands and wreaths with botanical items such as berries, pine and holly will continue to dominate the market. Enhancements such as sugar-coated finishes and beading update these Christmas decorating staples. A new look is one of heavy snow on greenery, which combines heavy flocking over cotton batting, Also strong in garlands and wreaths are pliable “twigs” that can wrap around tree branches, banisters and other surfaces. (Aldik is making a new product, called Decorative Drop Ins, made of artificial flowers, pine branches and berries, that can be displayed in a vase nearby to enhance the naturalist ambiance.)

Garlands enhanced with — or made out of — faceted crystal beads are expected to remain strong sellers for Midwest, as are shorter, three-foot garland lengths, which makes it easy to swag them from branch to branch on a tree.

mixed materials create dazzling ornaments
tree decor is becoming more diverse and more unique

Christmas ornaments for 2003 will continue to trend toward mixed materials, such as glass, wood, metal, resin, and porcelain ornaments accented with fabric, fur and flocking. Opulent lines will feature glitter, beading, crystal accents appliqué, feathers, and brocades. Also popular are sugar-coated and iced finishes. Many collections, inspired by the vintage jewelry craze, will feature bejeweled ornaments that’ll dazzle as they dangle. Hot color schemes will continue to be palettes of red and burgundy, with blues and purples gaining popularity. Copper appears to be the up-and-coming metallic.

The look of casual elegance — similar to the relaxed, distressed materials look in home furnishings — is also big in many ornament lines. There’s a trend towards shabby chic, says Pat Brill, a product manager at Kurt S. Adler, evident by the use of mixed materials and distressed woods and metals. Some ornaments in Adler’s line evoke a weathered, French country style. Victorian looks of past seasons are evolving into upscale, luxurious translations in traditional or heirloom motifs.

Popular at Adler are ornaments that coordinate with tabletop items, such as sugarplum motifs and figures from an old-fashioned Christmas Town line. Some ornaments feature fabrics embellished with fur. For the traditional customer, there’s an American Heritage Santa line depicting Santa throughout American history. Other popular motifs include Pampered Pets (a line of pedigree dog ornaments) and Farmyard Animals.

At Gloria Duchin Co., which makes all-metal ornaments, the ornaments are characterized as “jewelry for your tree.” Appliqué and flocking have been added to the ornaments, and beading is very popular. Many of the pieces feature crystals in such colors as peridot and purple, two colors that are gaining strength in the company’s ornaments. To appeal to younger customers, Duchin has a Generation X line featuring jewel- and ribbon-embellished slogans such as “Princess” and “Born to Shop,” says Robin Smalletz, president.

Old World glass continues to remain strong at Bronner’s CHRISTmas Wonderland, the country’s largest Christmas store, that also has a wholesale division. (Bronner’s makes half of the 6,000 ornaments it sells.) Old World glass continues to be extremely strong, says Anne Koehler, merchandise manager, who reports that half of her glass now comes from China, where it is produced at a much lower cost. The quality of these imports has improved, reports Koehler.

fruit and floral picks fill out trees

Picks and sprays help to fill out and anchor a Christmas tree’s design, vendors say, with floral and botanical motifs leading the pack. Says Pam Brill of Kurt S. Adler, Inc., “Trees that aren’t done by professionals look best when they’re loaded with picks because they help to anchor the ornaments visually.”

Embossed metal decorative elements that can hold picks or sprays on a tree, or hang from a door, are expected to remain strong accessories at Pacific Rim, says Carrie Spencer, marketing director.

tree toppers look to the past

Angels, stars, and crosses continue to dominate  tree-topper offerings, but non-traditional motifs are also being offered. “Among our selections are sign posts, silk floral sprays, and wrapped peacock feathers, even a bird house, if it fits a tree’s decorative theme,” say Ingrid Liss, creative director of Midwest.

At Bradford Novelty Co., fiberoptic tree toppers such as angels, stars and Santa are expected to remain strong. Newest, though, are glass, finial-shaped tree toppers, often looking like stacked glass balls, for a retro look. In fact, so keen is the demand for nostalgic  styles that the firm will be re-issuing one of its most popular 1960s tree toppers, which has been selling for as high as $400 on Ebay.

The Great, Bright Outdoors

Motion, or the illusion of it, is the big news in outdoor lighting for 2003. Trouble-free, plug-and-play technologies will provide the home decorator with plenty of options, and a couple of low-tech introductions will add excitement as well.

“We’ve taken successful items from the past, like folding snowflakes and stars, and added twinkle bulbs, which had been off the market due to UL issues,” says Gary Fick, vice president of marketing at Emerald Innovations. “Twinkle bulbs will be the biggest innovation since icicle lighting, and they’re now being sold on complete decorative products, not just as a light set.”

The other category that will come on big in lighting, he says, is projectors for garage doors or other broad surfaces.

“You put the projector in the ground on a stake, aim it, focus the slide and you’re done,” Fick explains. “We’re also putting out a projector that has motion — snowflakes coming down, etc. It uses a mirror ball concept, showing the image on multiple mirrors so that the projected image gives an illusion of motion.”

Jamie Limber, head decorator of The Christmas Light Company, reports that his company will introduce two new products. The first, Magic Color Caps, are colored sleeves that slide over any mini light, so that a decorator can (for instance) put a drop of red on a reindeer’s nose. This, Limber explains, will allow people to theme their trees, and perhaps even add messages such as “Welcome Santa.”

“We’ll be offering holographic yard art pieces, which will be highly visible in daylight as well as at night,”  “They range from $75 to $125 retail,” reports Dan Loughman, director of Roman Lights. “We’ll be coming out with new spheres that run off a controller that lets them blink faster or slower: a ball of 100 minilights on a wire frame that you can hang from a tree or off your gutter.”

Fashion, Motion Drive Indoor Lights

In 2003 retailers will see a continued consumer migration to fashion mini-lights in different sizes and colors, predicts Sandy Kinderman, president and chief executive officer of Brite Star Manufacturing Co.

Steve Perilli, vice president of GKI/Bethlehem Lighting, cites rice lights as a growing segment. “Motion will be very hot this year,” Perilli explains, “and people like the twinkling effect of rice lights. We’ll have rice-lit trees, tabletop-size or maybe a bit bigger, with eight-function controls for special effects.”

Stanley Chiong, vice president of Continental Lighting, reveals that his company, too, will be adding rice lights.

“The bulb lasts longer, they come in all different colors, and the smaller size makes them look brighter,” he adds.

Big news for indoor decorations in 2003 will be the addition of fiberoptics to village displays, says Michael Sapinsley, president of ProductWorks.

LEDs and control devices gain importance

LED technology, and controls that provide animation options, are finding favor in 2003. Darryl Holland, president of Holiday Lite Source, reports that the LED light is fast finding a niche.

“The reason is simple,” he says. “It’s got durability, brightness, energy savings, connectability, and a multitude of attributes that make the LED light superior to the traditional mini light. Right now, they’re about twice the cost of regular minis but pricing is definitely scaling back. They’ll be competitive with minis in 2003, although I hesitate to be exact about pricing.”

Holiday Lite Source is tweaking its LED color assortment, adding colors like purple and dark green, which had not been available in the past. A twinkling LED light may be offered as well.

Additionally, some animation is on the horizon, Holland concludes, as both mini and LED lights hook up to controlling devices that allow them to twinkle and fade. Indeed, John Koneff, senior product manager of DiMango/Lamson Home Products, reveals that his product mix for 2003 will include remote controls for indoor and outdoor lights: an economy-level product that will retail for under $15, and a higher-end $20 to $25 model. The latter will employ selectable codes for multiple products.

“The outdoor unit is 960 watts of switching power, and has a range of up to 150 ft., controlling up to 1,800 miniature lights,” he says. “We also have a three-tier battery-operated candle, using an LED for a realistic flickering flame. Battery life is 700 to 800 hours. A photo control turns the light on at night and off at dawn. You can stick it in the window and never have to touch it again.”

beads, bangles and byzantine

Style is paramount in figurines and occasional pieces for the home this Christmas season. The new introductions do not fade into the background; they command a starring role. They become the room’s design focal point.

Some new pieces are traditional, some are dramatically not so. The designers are not following rules. Instead they are giving their creativity free rein. The result is more dramatic, highly styled Christmas décor lines.

One popular direction is toward elaborate pieces such as United Design’s ornate, bejeweled Gift of the Magi collection. In such pieces, beads and jewels and metals combine with rich colors and materials. Don Batson, vice president of merchandising for the firm, cites retro as a major design influence, notes that the 1950s, 1960s are impacting the season’s designs as are, even more notably, the 1970s, with its Bohemian styles. The beads and jewels and the almost Byzantine richness of the latest introductions reflect this trend, he notes.

Another important direction is toward handmade/handcrafted and antique looks

Peter Nourjian, spokesperson for Possible Dreams, notes that his firm is debuting figurines in a “papery” fabric called Parch-menteau that offers an old-fashioned effect that is proving appealing to buyers.

As for motifs, snowmen are still omnipresent but gaining on them are reindeer, gingerbread men, and also nature-inspired icons such as pine cones, and lots of birds. Cardinals, Christmas-red year round, are a particular favorite.

candles continue to shine

It seems to be impossible to dampen Americans’ enthusiasm for candles. In Christmas departments, particularly, candles are playing a prominent role.

Laura Jones, creative director, Root Candles, reports that there is a

movement toward more serious candles in 2003. Emblematic of this trend is the renewed interest in pillars, the preference for more complex fragrances and the debut of such colors as garnet and olive green as holiday hues.

What’s “out”? Jones cites perfume scents and, to a lesser extent, florals, though “fresh” is still strong.

Chris Collins, executive vice president of marketing at Cast Art Industries, cites wine scents — merlot and chardonnay — as notable holiday candle scent introductions. He notes that such is the popularity of the candle category that the top six or seven items in the ceramic category are candle accessories.