Retailers are seeing a decline in traditional red and gold baubles, replaced instead with items reflective of individuality and modern culture, demonstrating a shift in consumer preferences.
Julia Jeuvell, owner of a London stationery shop, notes, "Buying a box set of rounded baubles now feels quite 90s. Customers want ornaments that reflect their personality, moving away from bland mass-produced items."
At Selfridges, the bauble trend is strong, with sales increasing 14% year-on-year. The variety ranges from affordable options like glittery beans on toast trinkets to high-end disco cowboy hats.
John Lewis is diverging from tradition this Christmas, showcasing quirky items such as pink glittery air fryers and miniature dartboards alongside the usual decorations, emphasizing a shift in festive decor.
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