Leading festive décor experts and the Home + Interiors Team from Fashion Snoops all agree: For the decoration sector, COVID-19 is more than a macroeconomic shock across all layers of the industry. Social distancing and digitisation change the way we celebrate and decorate. Watch the expert webinar and learn how to adapt your assortment and marketing to the changed consumer behaviour.
Apply storytelling and convey meaning to spark the minds of consumers
Streamline your assortment with creativity and DIY on the rise
Satisfy the surging demand for simplicity, minimalism and purity
Design a new future with disruptive and transformational ideas in festive decor
Experts in this webinar
Amanda Farr, Home & Interiors Editor at Fashion Snoops
Jaye Anna Mize, VP & Creative Director of Home & Interiors at Fashion Snoops
Julia Uherek, Group Show Director Consumer Goods at Messe Frankfurt
Helmut Schmidt, Managing Director at Weihnachtsland
Mart Haber, Managing Director at ShiShi
Pascal Koeleman, Managing Director at 2dezign
Mart Haber: I think the local holiday products gain more popularity compared to before. However, high-quality imported holiday products will remain popular.
Helmut Schmidt: In our opinion, there will be no measurable impact on consumer behaviour.
Mart Haber: Shishi for example has some factories in North of China, where people actually are making the items at home. The factory representatives take the components to their homes and the finished goods are made there. This sometimes the family’s only income. I do not think it is right to make generalisations.
Mart Haber: I think there will be more this year.
Helmut Schmidt: We expect a significant increase in public Christmas decorations this year. It will be used to give people in the pandemic a greater sense of local solidarity.
Mart Haber: Why not. But always – one has to think and find ways of how people would find you in web!
Helmut Schmidt: Surely it’s a possibility. Not only through Corona.
Mart Haber: I do not think it’s going to affect prices too much this year.
Helmut Schmidt: As far as our production in Germany is concerned, I can see no direct influence. There have certainly been price increases in freight rates for imports from China. In addition, there have also been price increases due to the high volatility of currency exchange rates.
Mart Haber: I think you need both. Fabulous items can make your store attractive. However, people mainly buy basic items. In this regard, I do not think eCommerce is very different from brick-and-mortar stores.
Helmut Schmidt: We see the opportunity of eCommerce not only in the convenience and – more recently – perhaps also the security of shopping, but also in the better emotionalisation of our products, which essentially can’t exist without it. In the often efficiency-driven retail trade, there is sometimes no room for this anymore. As long as bread and butter items fit into the concept here, why not?
Mart Haber: It all depends on the online platform. If it is easy to use for the customers, then why not.
Helmut Schmidt: We perceive Christmas markets not only as sales outlets, but more as meeting places. The most important turnover is certainly the consumption of food and beverages. The shops offering Christmas decorations and other goods provide the appropriate setting for all this. We do not believe that this can be replaced online!
Mart Haber: Sure, but you still need something to put you into the mood, be it candles, Xmas lights, etc.
Helmut Schmidt: It would be nice, just by the limited possibility of travelling, that it will come to that.
Julia Uherek: We are definitely thinking about these possibilities; there will be virtual offers as well. We are currently exploring various scenarios. For example, we could imagine that exhibitors at the trade fair are given a stage for live streaming to present their products to dealers who cannot attend due to travel restrictions. We will provide more information on this as soon as possible.