Deck the Halls with Unicorns, Mermaids and Llamas: Christmas Gets a Merry Millennial Makeover

Self-published
Festive llamas and mermaids adorn the Christmas tree in independent gift shop, Sass&Belle, ahead of Small Business Saturday on 1st December. Research from American Express, which aims to encourage the nation to shop small, found Brits also consider 1st December the earliest acceptable day of the year to put up a Christmas tree.

Deck the Halls with Unicorns, Mermaids and Llamas: Christmas Gets a Merry Millennial Makeover

  • Tinsel and baubles are out and dinosaurs are in according to research from American Express
  • Research also finds Small Business Saturday, which falls on 1 December 2018, is the day the nation will start decorating for Christmas
November 30, 2018
LONDON

Christmas is getting a “millennial makeover” according to American Express Shop Small.

While traditional baubles and festive symbols may still be making an appearance on the nation’s Christmas trees, the study by American Express¹ has found that Rudolph and the Nutcracker are increasingly being joined by a host of less traditional figures, from flamingos to mermaids.

Almost half (45%) of the UK’s 27 million households have said they will be eschewing traditional ornaments in favour of alternatives this year.

Top of the “alternative Christmas decoration list” are woodland animals (including squirrels and badgers) as almost two in five of the households (38%) embracing a more modern approach will be including these ornaments in their festive scheme.

The research found that unicorns will appear in a quarter (24%) of homes embracing the millennial makeover while mermaids will appear in almost one in five homes (17%) to complete the three topping the list of the most popular alternative decorations.

TEN OF THE MOST PREVALENT MILLENNIAL CHRISTMAS DECORATIONS*

1.Woodland Creatures38%
2.Unicorns24%
3.Mermaids17%
4.Dogs17%
5.Dinosaurs14%
6.Prosecco Bottles14%
7.Flamingos12%
8.Rainbow Cakes10%
9.Rockets9%
10.Llamas9%

Dogs – less fantastical but very much a modern trend – also made the list (appearing in 17% of millennial Christmas households). Other decorations in the list include prosecco bottles (in 14% of these households), dinosaurs (14%) and llamas (9%).

The research also found that the majority of Brits agree that the first day of December is the most acceptable time to start putting up Christmas decorations, which this year coincides with Small Business Saturday, of which American Express is a founder and principal supporter, a day when the nation is encouraged to support local, independent businesses around the country.

One small business enjoying the trend for more unusual and quirky Christmas decorations is home and giftware store Sass & Belle. Creative Director of Sass & Belle, Tonton Pelczynski, says “We have noticed a huge increase in sales of non-traditional Christmas decorations over the past few years, mainly driven by our millennial customers. We’ve seen that the younger generations want to create an experience for family and friends that gives them a chance for playful self-expression, and what better way than to fill your Christmas tree with unicorns and mermaids?

“It’s great news for us that nearly half of UK households will be choosing modern decorations this year as we stock everything from avocados in Santa hats, to llamas bearing gifts – all perfect for festive social posts.

“Forget red, gold and green, make way for pink on your tree this year as Christmas gets a millennial makeover.”

Caroline Bouvet, VP at American Express said: “While many of the Christmas traditions hold firm, tree decorations are one area where it seems consumers are looking to express their personality and have some fun. Whether it’s a unicorn or a reindeer you’re looking for, we’d like to urge shoppers in search of festive adornments this Small Business Saturday to show their support for local independents and to shop small.”

American Express is principal supporter of Small Business Saturday and is incentivising Amex Cardmembers to support their local small shops with its Shop Small offer. Whether it’s purchasing a Christmas tree or non-traditional decoration for a millennial Christmas, when American Express Cardmembers spend £10 or more at participating small businesses between 1st – 16th December 2018 they will receive a £5 statement credit.

NOTES TO EDITOR
¹Research of 2,000 people, commissioned by American Express and carried out by OnePoll in October 2018.

To find out more about Small Business Saturday and the American Express Shop Small campaign, please visit:
www.smallbusinesssaturdayuk.com
www.amexshopsmall.co.uk

Multimedia Files:

Preview image
Festive llamas and mermaids adorn the Christmas tree in independent gift shop, Sass&Belle, ahead of Small Business Saturday on 1st December. Research from American Express, which aims to encourage the nation to shop small, found Brits also consider 1st December the earliest acceptable day of the year to put up a Christmas tree.
Preview image
Festive llamas and mermaids adorn the Christmas tree in independent gift shop, Sass&Belle, ahead of Small Business Saturday on 1st December. Research from American Express, which aims to encourage the nation to shop small, found Brits also consider 1st December the earliest acceptable day of the year to put up a Christmas tree.

Media Contact

CONTACTS:
AMERICAN EXPRESS
Anne Tyrer
+44(0)1273 210217
Anne.E.Tyrer@aexp.com

HOPE&GLORY PR
Jen Murdoch
+44 (0)203-588-9700
Amex@hopeandglorypr.com

About American Express

American Express is a globally integrated payments company, providing customers with access to products, insights and experiences that enrich lives and build business success. Learn more at americanexpress.com, and connect with us on facebook.com/americanexpress, instagram.com/americanexpress, Linkedin.com/company/american-express, twitter.com/americanexpress, and youtube.com/americanexpress.

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