Americans Continue to be Less Tolerant of Elaborate Christmas Decorations
Respondents cite less money and economic crisis as reasons for less holiday decorating
Flemington, NJ, December 17, 2009 – Results from a new national study among 918 Americans revealed that people continue to be less tolerant of elaborate Christmas decorations compared to previous years. HCD Research compared the results of the study to similar studies that were conducted during the 2007 and 2008 holiday seasons.
The recent study was conducted by HCD Research using its mediacurves.com® website during December 15-16 to obtain Americans’ perceptions of Christmas decorations, and compare their perceptions to similar studies conducted during the last two years. To view detailed results go to: www.mediacurves.com.
During the study, half of the participants viewed a photo taken at night of a modest house decked-out in lights and illuminated figures, while the other half viewed a daytime photo of a similar modest house decorated with a few wreaths. After viewing the photos, participants were asked the same questions about the type of people who might live in the houses.
Results of the study indicated that Americans continue to be less tolerant of elaborate Christmas decorations, with 47% of respondents indicating that there is a need for less holiday decorations compared to last year’s study in which 43% of respondents indicated that there was a need for less holiday decorating. The top two reasons respondents cited for less decorations were less money to spend on decorations (66%), and the economic crisis, unemployment and other national concerns (42%).
Respondents also had a more negative view on elaborately decorated houses. The percentage of respondents who indicated that they would like to have the elaborately decorated house in their neighborhood decreased from 55% in 2007 to 45% in the recent study.
Among the findings:
Would you like to have this house in your neighborhood?
|
|
2007
Decorated
|
2008
Decorated
|
2009
Decorated
|
2007
Not
Decorated
|
2008
Not
Decorated
|
2009
Not
Decorated
|
|
Yes
|
55%
|
47%
|
45%
|
79%
|
72%
|
75%
|
|
No
|
17%
|
18%
|
19%
|
7%
|
9%
|
5%
|
|
Wouldn't Care
|
28%
|
35%
|
35%
|
14%
|
19%
|
20%
|
In what way have your feelings toward holiday decorating and festiveness changed this year compared to last year? (For those who responded that their feelings towards holiday decorating and festiveness have changed in the past year)
|
|
2008
|
2009
|
|
There is a need for more holiday decorations and festiveness
|
37%
|
33%
|
|
There is a need for less holiday decorations and festiveness
|
43%
|
47%
|
|
Not sure
|
20%
|
20%
|
Why do you think there is a need for less holiday decorating and festiveness this year compared to last year? (For those who responded that there is a need for less Christmas decorating and festiveness this year)
|
|
2008
|
2009
|
|
It isn’t appropriate (with unemployment rates going up, the economy crisis and other national concerns)
|
37%
|
42%
|
|
Less influences in your household this year (spouse, children, etc.)
|
16%
|
18%
|
|
Personal reasons
|
27%
|
30%
|
|
Less appreciative this holiday season
|
8%
|
11%
|
|
Not as much money to spend
|
71%
|
66%
|
|
Less time to spend on decorating and preparing
|
24%
|
27%
|
|
Other
|
5%
|
7%
|
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
RE: Christmas Decorations
what a drab display of christmas spirit in that house.
RE: Christmas Decorations
Where is this house? I'd like to go see it!
RE: Christmas Decorations
RE: Christmas Decorations
The home reminded me of a starter home for a young couple ... could be any financial group ... would sell it after a few years and either build a new home or buy an existing one ... spacious piece of property for young children ... or in the case of some young people ... as soon as financially stable will build a huge home for "show purposes" .....
RE: Christmas Decorations
Pretty easy, but am not sure that cultural beliefs wouldn't change answers as well as economy. For instance that household is obviously oblivious to "green" considerations. And the taste of that household is ghastly.
RE: Christmas Decorations
This was a really interesting survey concerning observance and how opinions are drawn by seeing and not knowing anything about the occupants of a particular home. It is believable that a few opinions could be accurate by the overly done display of Holiday Cheer. Thank You, this was fun to do.
RE: Christmas Decorations
I would like to live in that house!
RE: Christmas Decorations
I have to admit I normaly decorate right after thanksgiving but this year I have only put up a couple of things the economy definately has affected my christmas cheer
RE: Christmas Decorations
House & yard are beautiful, but also a little overdone with decorations.
RE: Christmas Decorations
The holiday spirit is alive with this family.
RE: Christmas Decorations
it was very interresting
you have to look beyond the decorations on the
out side its whats on the inside that counts
RE: Christmas Decorations
RE: Christmas Decorations
This is a big showoff who has an ego problem and does not care what effect it has on his neighbors. It also looks likes he made a bet with someone as to which one could light up the neighborhood the most.
RE: Christmas Decorations
It was fun taking this survey. All in all the house is decorated beautifully, children would love to see it, and it only happens once a year. The rest doesn't matter.
RE: Christmas Decorations
Christmas to me is the Birthday of our Lord and Savior Jesus Christ. I have always believed, even when my children werre small, there is to much time and money spent on material things, outrageous celebrations not related to the sole reason for Christmas. Giving to the people who have nothing, living in shacks, like in Appalachia, the starving, homeless. Lending a hand to the elder who have nobody and can't do for themselves etc. This is what Chirstmas is all about to me.
RE: Christmas Decorations
I would like to say, time are hard this year and hoping it picks back up next year.
RE: Christmas Decorations
House could be lived in by any race, white or black.
RE: Christmas Decorations
I have no idea why the race makes a difference
RE: Christmas Decorations
really this house could be owned by anyone, any religion etc, cause I didn't see any religious scenes.
RE: Christmas Decorations
I would be very curious as to the actual owner of the house.
RE: Christmas Decorations
Christmas is a special time to celebrate and share the joy in life with family and others. Due to circunstances of health we have not had very much holiday spirit the last couple of years but I am happy to say we have finally getting it back maybe not as much as in the past but it is there. Merry Christmas and Happy New Year to whoever is reading this. Sorry, I know it's not a politically correct way of expressing holiday greetings but it is my way of saying it. Have a great day.
RE: Christmas Decorations
Looks like a typical white middleclass, retired couples home but that is profiling and speculating...but a guess is a guess and how often we can be wrong.
RE: Christmas Decorations
I think Christmas has changed the past year due to people not having money to spend as before. Having too much credit and money over the past years has spoiled most and is very depressing for them.
RE: Christmas Decorations
You didnt ask or give an option to express my real feelings towards the house pictured! I think its wasteful, in this time of people trying to conserve energy useage, to decorate so much! Its pretty but uses a heck of a lot of electric! Wasteful!
RE: Christmas Decorations
hrist is central to the season. Without Him it is a meaningless celebration.
RE: Christmas Decorations
I've seen houses decorated in this manner and I'm grateful that they are not my neighbors. All I can say is that their taste is TACKY.
RE: Christmas Decorations
An area with a lot of decorated houses brings a certain cohesiveness to the neighborhood, and promotes friendliness and holiday spirit in an informal way. It makes the season more "magical."
RE: Christmas Decorations
Difficult taking this survey knowing that I would enjoy viewing such decoration in years past while dealing with electric and gas cutoff on 12/24 in my residence. I still enjoy the beauty displayed and the spirit that is celebrated.
RE: Christmas Decorations
My only objection to the owner of that home is he isn't being very GREEN
RE: Christmas Decorations
I THINK ANY GROUP,WHITE,AFRICAN,LATINO,ASIAN AMERICAN COULD HAVE LIVED IN THE HOUSE IN THAT NEIGHBORHOOD
RE: Christmas Decorations
I think that you needed a any of the above when it came to sex and race , I don't think you can judge the sex or race of a person just by looking at the outside of their house . To me it just looked like someone that had just moved in and had pride in their home.
RE: Christmas Decorations
That person who ever it is not thinking of other people who cannot celebrate Xmas.
RE: Christmas Decorations
by VicW (Anonymous User)
on Friday, December 18, 2009 @ 6:57:43 AM (
#4064)
From living in the Motorcity and our current struggles, I still find the results of this not believable.
Send This Thread to a Friend
