Americans View Christmas Decorations in More Positive Light

Americans View Christmas Decorations in a More Positive Light than in Previous Years

-- Respondents say Christmas decorations are less showy and flashy compared to past studies --

Flemington, NJ, December 1, 2010 – Results from a new national study among 1,789 Americans revealed that people are more tolerant of Christmas decorations this year than in recent years. HCD Research compared the results of the study to similar studies that were conducted during the 2007, 2008 and 2009 holiday seasons.

The recent study was conducted by HCD Research and reported on its mediacurves.com® website during November 29-30 to obtain Americans’ perceptions of Christmas decorations, and compare their perceptions to similar studies conducted during the last three 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.

“I believe the increase in positive sentiment toward Christmas decorations is an indication that Americans are tired of the doom and gloom of the economy, and are looking for something positive to focus on during this holiday season,” speculated Glenn Kessler, president and CEO HCD Research.

Results of the study indicated that Americans are more tolerant of elaborate Christmas decorations this year, with 58% of respondents reporting that they would want to have the decorated house in their neighborhood compared to 45% in the 2009 study. In addition, 57% of respondents reported that the decorated house improves the neighborhood compared to 40% in 2009.

Among the findings:

Would you like to have this house in your neighborhood?
Decorated House Non Decorated House
2007 2008 2009 2010 2007 2008 2009 2010
Yes 55% 47% 45% 58% 79% 72% 75% 76%
No 17% 18% 19% 14% 7% 9% 5% 6%
Wouldn’t care 28% 35% 35% 28% 14% 19% 20% 17%

Which of the following best describes the effect this house has in the neighborhood?
Decorated House Non Decorated House
2007 2008 2009 2010 2007 2008 2009 2010
Improves the neighborhood 55% 49% 40% 57% 62% 61% 57% 65%
Brings the neighborhood down 8% 8% 6% 5% 2% 4% 2% 3%
Neither improves the neighborhood nor brings it down 37% 43% 54% 39% 36% 35% 41% 32%

Would you like to have the head of this household as your neighbor?
Decorated House Non Decorated House
2007 2008 2009 2010 2007 2008 2009 2010
Yes 48% 43% 39% 54% 72% 69% 68% 71%
No 19% 20% 21% 12% 3% 3% 2% 4%
Wouldn’t care 33% 38% 40% 34% 26% 28% 30% 25%

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.facebookcom/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.mediacurvescom) 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.

ENDS

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