Business & Industry

Dec 1, 2017

BILLIONS OF EUROS IN MOVEMENT

Balls, stars, twinkling garlands, angels, bells, snowmen, ribbons, pine cones, among other numerous decorations and lights, make the Christmas tree the central element of all the Christmas decor. An industry that employs thousands of workers and moves billions of euros.

<

By SAMIR NABIL

It's Christmas. Family reunited, tree mounted, supper served... gifts do not become so important, right? Wrong. For the majority of the interviewed to a survey by agency McCann, Christmas wouldn't be Christmas without presents. According to the study, the memories delivered to family members and friends consume the time, money and patience of consumers in this time of year – often, even more than decorating the house and supper itself. But, even so, they cannot cease to exist.

The pace of Christmas and the end of year parties are the dates which make the market move, a real business opportunity scenario. And it is in this period that people use the search engines to find the products or services that companies offer, a perfect setting of opportunity for business expansion and attracting more and new customers.

With more than 2.5 million people interviewed in 13 different countries, the study about preferences, habits and emotions about Christmas celebrations shows that the 24 and 25 of December are seen as the most important of the year, before birthdays, new year's eve party and even mothers day.

Despite all the attention given to the occasion, business owners should not think consumers are naive. According to the study, 60% of them see Christmas as a purely commercial date on which they spend too much. Even so, running out of gifts is not an option for most respondents. 52% of them say: "no presents, no Christmas".

So, the solution is to take courage and face the crowded streets and shopping centres. This part is one of the worst for the consumer. Most people think that buying gifts is the most distressing of all purchases made for the day 24. And one of the more expensive too – losing only to the purchase of food. That's why 84% of consumers prefer to buy items that are on sale, this being the most important factor for a purchase to be closed or not. In importance, the product quality only appears after.

The favourite places are the shopping centres. In these locations the products are attractive and are on sale this time of year.

The children are those who receive more gifts at Christmas, according to research. And it is with them that we spend more too. Partners occupy second place with 29%, followed by parents and friends.

In view of these data, some market analysts suggest measures that may be interesting for the brands to gamble on this season. It is important, for example, not to cause the consumer stress during shopping. And how? Helping people to get more information to decide what to buy, and ensure increasing security in an age full of assaults and crowded streets, are some of the measures proposed by the agency.

According to experts, the most important thing is not to forget the essence of the date. "It is crucial that the brands know to respect the symbols of Christmas: family, reunion, joy, love, affection and go beyond the promotions. After all they are present all year", says the study.

FERTILITY CULT

The Christmas tree, as we know it, was born within the Germanic people celebrating the fertility of nature using adorned trees, since the 16th century. However, it was only in the 19th century that the decorative tradition spread tthroughouto the rest of Europe, much due to the influence of royalty. An event that helped to spread this tradition was the Christmas tree mounted by Prince Albert himself, husband of Queen Victoria, at the British Palace, during Christmas season in 1846. An engraving of the Royal family next to the tree, published in the journal "Illustrated London News", took the decorative tradition as far as was then the Victorian Empire.

During the 19th century, King Ferdinand II (husband of Queen Dona Maria II and cousin Prince Albert of England) helped to proliferate the custom in Portugal, where the oldest decorative Christmas tradition dated back only to the Nativity scene. With the birth of infants, Dom Fernando II began the festivities and decorations of Christmas trees to the German style of his childhood – and today still retain engravings illustrating the King dressed as Saint Claus, while distributed gifts to the family.

With the 20th century, the arrival of television and the advertising industry to make use of the figure of Santa Claus, decorating a Christmas tree came to be – more than a tradition – a real party, around which the family gathered. The excitement of choosing a tree, wrap the ornaments and Nativity figures together brings up a kind of magic, where colours, sounds, lights, smells, glows, shapes and textures mix between the laughter of the smallest and the cinnamon aroma coming from the kitchen.

More Articles

FeaturedArticles

  • filigree - the art of working metals (gold, silver, bronze), one of the most traditional Portuguese arts.

    Luxury & Fashion

    Feb 29, 2016

    One day we will go to Viana

    Country of ancient traditions in the art of jewelry, Portugal has a rich heritage of jewelry and precious metals timeless beauty from the Age of Discovery, particularly from the East, in the century XV and Brazil in the XVIII century....

  • Diane-Van-Furstenberg-10099DVFSVABB_A1

    Luxury & Fashion

    Apr 1, 2017

    THE WORLD IN COLLANTS

    Straight, with laces, balls or lace, torn, net, shiny, opaque or transparent, with or without suspenders, to rest, push up or special for pregnant women, tights today are an indispensable garment that stands out in fashion shows...

  • Doha-Skyline-3

    Business & Industry

    Apr 13, 2018

    A NEW STAGE FOR THE MIDDLE EAST

    Unfortunately, talking about the Middle East is often associated with the idea of war and conflicts, as this pivotal region between East and West still haven't found a situation quite stable since the end of the Ottoman Empire for...


  • iReviews-gravity-blanket_4

    Home & Design

    Jun 1, 2017

    MORE WEIGHT, LESS STRESS

    What if weight could reduce your stress and anxiety levels? No, it is no japanese kind of ancient culture. It is quite the opposite. It is already a therapy technique used in hospitals for the treatment of sleep disturbances.

    ...

  • 226c441149909061a3a62986fcadd917

    Sport

    Apr 1, 2017

    NAGINATA - THE ART THAT BUILDS CHARACTER

    If there is an inheritance that the East is giving to Humanity, it is undeniably a diversity of disciplines that seek the evolution of the Human being and which lead to physical, mental and spiritual elevation. Martial arts such as...

  • parrilla

    Food & Beverage

    Mar 1, 2017

    URUGUAYAN GASTRONOMY - A DELICIOUS SURPRISE

    Seen many times as an unbalanced continent, South America still keeps away many almost unexplored small wonders. It is the case of the second smaller country of this continent, Uruguay. It is one of the most developed countries of...


  • p8mgz2l0eqoepthv3pkl

    Technology

    May 1, 2016

    A NEW KIND OF PROJECTOR

    Projected by chinese startup XGIMI, the "Z4 Aurora" might be the entertainment center of the future. Fully packed with technology, and able to pump out high-quality video with Harman/Kardon sound, this small, light and very impressive...

  • _37132

    Science & Nature

    Dec 1, 2017

    OCEANS IN ACCELERATED LOSS

    Since the most remote times, fishing has been one of the great sources of food of humanity. The wealth of marine resources was always assumed to be an unlimited gift of nature.

  • 2

    Food & Beverage

    May 1, 2015

    How delicious can it be?

    Paris, Saint-German-des-Prés. The couture shops are a sight for sore eyes, and the centennial churches make the perfect contrast for an afternoon walk. But the not-so-hidden treasure lies in the Patisseries. The displays present collections...