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RETAIL MARKET VALUE - 2012

TREE TYPE MEAN AVERAGE DOLLARS SPENT NUMBER PURCHASED RETAIL VALUE ($)
Real Trees $40.30 24.5 million $1.01 billion
Fake Trees $72.50   10.9 million $790 million

WHAT THE NUMBERS MEAN

    • These figures are from the annual consumer tracking poll commissioned by NCTA and conducted by Harris Interactive.
    • Note: Mean average dollars spent is NOT a measurement of the average price/cost of trees. It is only a measurement of what consumers taking the poll spent on the trees they purchased. It is inaccurate to report that the "average Christmas Tree cost $40.30 in 2012."       
    • We do not have an effective way of measuring the average retail price of trees. Prices vary based on many factors.       

PRE-CUT VS CUT YOUR OWN

  % of Real Christmas Trees purchased
Pre-Cut 85%
Cut My Own 14%

WHAT THE NUMBERS MEAN

    • Pre-cut trees may be purchased at a variety of locations, including retail lots, garden centers, chain stores, Choose & Cut farms, nonprofit groups and over the Internet.
    • "Cut my own" is a tree harvested by the consumer and purchased at a Choose & Cut farm, where it is grown by the farmer. Depending on your area, it may also be referred to as "U-Cut," "Choose & Cut," "U-Pick," "Choose & Harvest," etc.

CHRISTMAS TREE PURCHASE FIGURES SINCE 2006 (in millions)

  2006 2007 2008 2009 2010  2011  2012
Real 28.6 31.3 28.2 28.2 27.0    30.8  24.5
fake 9.3 17.4 11.7   11.7 8.2 9.5 10.9

WHAT THE NUMBERS MEAN

    • The 2012 poll results show that consumers in the U.S. purchased 24.5 million farm-grown Christmas trees.       
    • Many factors can influence total trees purchased, including trees available for harvest, harvest conditions, weather conditions, number of consumers traveling for the holidays, number of retail outlets offering trees for sale and even the number of days between Thanksgiving and Christmas.



CHRISTMAS TREE RETAIL VALUE SINCE 2006

  2006 2007 2008 2009 2010 
 2011  2012
Mean Average Spent / Tree $40.50 $41.00
$36.50
$40.92
$36.12
  
 $34.87  $41.30
Total Dollars (in billions) 1.16
1.29
1.03
  
1.15
0.98 1.08 
1.01

 

WHAT THE NUMBERS MEAN 

    • Consumers consistently spend just over one billion dollars each year on fresh, farm-grown Christmas trees.

WHERE PEOPLE BUY REAL CHRISTMAS TREES

LOCATION 2006 2007
 2008 2009
2010
2011  2012 
Choose & Harvest Farm 29%
21%
31%
32%
33%
 31%  24%
Nursery/Garden Center 15%
20%
11%
10%
12%
 15%  11%
Chain Store
(Wal-Mart, Home Depot, etc.)
19%
23%
24%
20%
21%
 16%  24%
Retail Lot  25% 12%
7%
17%
13%
 14%  15%
 Non-profit Group
(Boy Scouts, churches, etc.)
9%
9%
18%
13%
9%
 13%  15%
Internet
 4%  n/a  n/a n/a   n/a  n/a  n/a
 Other 9%
 15% 9%
8%
12%
 11%  11%

WHAT THE NUMBERS MEAN

    • As seen here, location of Real Tree purchases can vary from year to year.
    • Because there are so many different types of businesses/non-profits/groups/entities selling trees, it's difficult to pinpoint any specific trend.
    • Anecdotally, NCTA has heard of an increase in Internet/online purchases -- but these figures are still below the error range of 3.1% so they appear "not applicable."

Source: Consumer Surveys commissioned by NCTA.
All results have an error range of +/- 3.1%.

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