Sustainable Christmas Trees

As the year is drawing to a close, Christmas plans are fast becoming a reality. The focal point for most, if not all, retail developments is, naturally, the tree. With the clock ticking towards this crucial trading period, Greg Basire, of Nurture Group, reveals how Christmas trees and other festive plant displays add more than just aesthetic value.

Throughout all the challenges of these past few years, Christmas always seems to lift people’s spirits. Christmas shopping is a tradition in this country, and it is one that retailers will be keen to make the most of, especially given the turbulence of rising costs.

Changing customer behaviours are hard to keep up with, not least when it comes to online shopping. While it isn’t exactly a new challenge, retail park managers can draw on the visual appeal of a unique Christmas tree to pull in the crowds and create a central point for loved ones to meet each other; something that has perhaps become more prevalent following Covid-19. The previous uncertain festive periods have brought on change in Christmas decoration timings with people putting them up earlier and taking them down later in an attempt to add as much cheer as possible. 

In today’s social media driven era, stunning tree displays can soon capture the attention of would-be shoppers. Encouraging visitors to share selfies with the tree in the background generates online interest, which has every potential to translate into physical footfall, especially when combined with competitions and special offers they can get involved in through the use of hashtags and TikTok videos.

Fast forward to when the tree comes down, rather than burning it or taking it to landfill, it can be recycled for various uses, from building wildlife shelters from the wood to creating mulch and compost from the needles. These will both appeal to the eco-conscious buyers while also creating favourable discussions across social media and in other pockets.           

Of course, the Christmas tree is but one attribute of creating a memorable shopping experience. Other plants, such as the recognisable poinsettia and the traditional holly and ivy combination, bring that extra bit of festivity to walkways, entrances, and in other communal areas, without taking away from the marvel of the main tree.

As anyone who has kept a ‘real’ tree is all too familiar with, keeping it in top health can be a bit of a battleground. Retailers need to make sure they have a strategy in place in order to prevent a centrepiece soon becoming an eyesore. Ensuring the tree is in a well-ventilated area – especially at the height of the season when footfall is highest

Furthermore, safety measures and how they can be implemented without taking away from the experience for visitors also need to be considered before deciding on the visual aspect of a Christmas installation. As we all know from having them in our homes, both artificial and real trees come with a fire risk, but there are others to be mindful of. Though it might sound obvious, placement is important for keeping passageways clear and preventing bottlenecks at key areas of the development.

So here is a question to ask yourself: real or artificial?

The short answer is either. Yes, artificial trees can in some aspect afford greater creativity with the range of colours and designs than traditional real ones, but there is still much to be said for the natural aroma the latter produces which, in the context of the shopper experience, adds to the spectacle. That and the fact that a real tree makes the ‘winter wonderland’ that will greet shoppers truly authentic, again, acting as a draw for the crowds. Ultimately, the decision is down to the shopping centre layout and characteristics (we can make suggestions if you are at a stale mate).

While it might sound slightly counter intuitive at first appearance, a Christmas installation with a real tree also presents an opportunity to demonstrate sustainability credentials, again something that is both topical and a consumer trait that will influence buying decisions. Using unique decorations, made from recycled materials and, if possible, by the local community, showcases a commitment not just to preventing waste but also to the very people passing through the development; a vital aspect of showing good ESG and CSR.

Even here, safety measures have a part to play in the Christmas shopping experience. Updating floor displays with the recognisable interior plants mentioned earlier is one example but the same can be done for walkway divisions and keeping clear space around the base of the tree. More often than not, and especially with outdoor trees, the base has been protected by unsightly metal security fencing. Practical yes, but not festive.

Being creative with partitioning, be that through planting boxes or some strategic furniture positioning, covers both bases. And if these are constructed using recycled materials as mentioned previously, it is an added means of demonstrating positive sustainability commitments minus the risk of being called out for greenwashing.

However it is used, whether it is real or artificial, the primary function for a Christmas tree at a retail development is to contribute to shoppers, and indeed the staff at the development, having an experience that will live long in their memories for the right reasons. The power of social media can go a long way – retailers will need to utilise this valuable resource to the maximum before, during, and after the holiday season.