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Consumer Survey Results
RETAIL MARKET VALUE - 2007
| TREE TYPE |
MEAN PURCHASE PRICE |
NUMBER PURCHASED |
RETAIL VALUE ($) |
| Real Trees |
$41.50 |
31.3 million |
$1.3 billion |
| fake trees |
$71.60 |
17.4 million |
$1.2 billion |
REAL TREE TYPE PURCHASED IN 2007
| Pre-Cut |
84% |
| Cut My Own |
16% |
CHRISTMAS TREE PURCHASE FIGURES SINCE 2001
(In millions of households).
| |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
| Real |
27.8 |
22.2 |
23.4 |
27.1 |
32.8 |
28.6 |
31.3 |
| fake |
7.3 |
7.4 |
9.6 |
9.0 |
9.3 |
9.3 |
17.4 |
MEAN DOLLARS SPENT
Note: This is NOT a measurement of the average price/cost of trees.
| |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
2007 |
| Real |
$31.90 |
$32.90 |
$33.80 |
$42.60 |
$41.90 |
$40.50 |
$41.00 |
| Fake |
N/A |
$71.20 |
$68.80 |
$96.50 |
$72.20 |
$68.00 |
$71.60 |
LOCATION OF REAL TREE PURCHASE
| LOCATION |
2004 |
2005 |
2006 |
2007 |
| Choose & Harvest Farm |
27% |
22% |
29% |
21% |
| Nursery/Garden Center |
19% |
17% |
15% |
20% |
Chain Store
(Wal-Mart, Home Depot, etc.) |
16% |
19% |
19% |
23% |
| Retail Lot |
13% |
19% |
25% |
12% |
Non-profit Group
(Boy Scouts, churches, etc.) |
8% |
12% |
9% |
9% |
| Internet |
N/A |
N/A |
4% |
N/A |
| Other |
13% |
7% |
9% |
15% |
WAS THE TREE BIGGER, SMALLER OR ABOUT THE SAME AS TYPICAL? (REAL TREE HOUSEHOLDS ONLY)
| Smaller |
19% |
| Bigger |
16% |
| Same |
63% |
Source: Consumer Surveys commissioned by NCTA.
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