Overview
- The rollout pairs a new Hallmark ornament collection with an online tool designed to reveal each user's Christmas tree decorating style.
- Coverage cites findings from a survey of 2,000 UK adults, reported via OnePoll, to frame how households decorate and choose ornaments.
- Respondents say they own an average of three homemade baubles and four inherited pieces passed down through their families.
- Nearly all decorators (97%) keep ornaments at least two decades old, 11% have items dating to the 1960s, and eight in ten place the most meaningful pieces at the front of the tree.
- For most households, decorating marks the start of Christmas (86%), with a third spending 90 minutes to four hours and 58% most likely to decorate with a partner.
- Self-described styles skew 'traditional' (30%), followed by 'sentimental' (16%), 'colour-coordinators' (15%) and 'minimalist modern' (11%).