Survey Reveals Top Reasons Why Shoppers Choose Real Christmas Trees

94% of buyers agree that having a real Christmas tree makes the holiday season feel more special

HOWELL, Mich., Oct. 21, 2026 /PRNewswire/ -- Ask people what buying a real Christmas tree means to them, and the answers go beyond a simple preference in décor. An annual consumer survey¹ conducted by the Real Christmas Tree Board finds shoppers are drawn to real Christmas trees for the scent and the memory-making experience they offer.

"We love seeing families come out and embrace the experience of finding a real Christmas tree," said Marsha Gray, executive director of the Real Christmas Tree Board. "Picking out the perfect tree together as a family is just the start of making memories all season long."  

The scent of a real Christmas tree is linked to emotions of joy and nostalgia.

Scent continues to be a key driver of real Christmas tree purchase. In this year's survey¹, consumers overwhelmingly point to the positive feelings that the scent of a real Christmas tree evokes, including making a home feel festive (88%) and bringing joy to everyone who sees and smells it (85%).

Of those likely to purchase a real tree this year, 42% note that a real Christmas tree makes them feel nostalgic and 94% of those who purchased a real Christmas tree last year agree that having one makes the holiday season more special.

Real Christmas trees unlock a season of family traditions.

Survey¹ respondents rank spending time with family as their favorite thing about Christmas and "making memories with my family" as one of the most appealing reasons to have a real Christmas tree.  

96% of parents who bought a real Christmas tree indicate they want their kids to continue to experience the joy of having one and 83% of buyers said they wish they would have started getting one sooner. Making memories with children, including family traditions around picking out the tree, draws shoppers to retailers across the country – starting the day after Thanksgiving.

People switch to real Christmas trees for an authentic holiday experience.

Those considering switching to a real Christmas tree this year are not alone. As for what's motivating these buyers, the top reasons include the scent of a real Christmas tree (50%) and the authenticity that a real tree provides (46%). Parents planning to switch to a real Christmas tree this year say they want their children to have memories of a real Christmas tree (49%).

2026 real Christmas tree supply is strong, and trees will be easy to find.

Real Christmas trees can be found in a variety of types and sizes – from tabletop to full size – at choose-and-cut farms, seasonal lots, home improvement stores, garden centers, and other local retailers. Last year, 95% of consumers found a tree they loved and 91% reported no problem locating a place nearby to purchase their tree.² Consumers can expect plenty of choices this year as well.

"The supply of real Christmas trees is strong, and families across the country have plenty of retail options available to fit their needs," said Gray. "No matter where you choose to buy, you can easily find the right real Christmas tree and buying experience for you."

Additionally, according to the board's grower survey released last month³, 91% of growers said they do not plan to raise wholesale prices, including those who may lower them. While the price that a consumer will pay varies and is set by retailers, 91% of shoppers who purchased a real Christmas tree last year said the price they paid was worth it and 56% said they paid less than they expected.²

Real Christmas trees are 100% recyclable and biodegradable. They're grown to be harvested and enjoyed for the holiday season. Plus, for every tree that is harvested, farmers plant at least one new tree.  

Visit RealChristmasTrees.com for a retail locator and a buyer's guide featuring tree selection and care tips, tree types, and more.

SURVEY METHODOLOGY

¹About the Pre-Season Consumer Survey: TRUE Global Intelligence (TGI), the in-house research practice of FleishmanHillard, fielded a survey of 1,500 Americans adults ages 21 to 54 years. All survey respondents buy or display a Christmas tree and decide or influence the decision of what Christmas tree to put up in their home each year. The survey was fielded August 27, 2026, to September 9, 2026. The survey has a margin of error of ±2.5% and higher for subgroups.

²About the Grower Survey: The Real Christmas Tree Board, in conjunction with FleishmanHillard, fielded a survey of 47 wholesale growers of real Christmas trees across the U.S. Each of the responding growers conducts business in one or more of the following regions: Northwest, West, Southwest, Mid-West, Northeast, Mid-Atlantic, and Southeast. Combined, the respondents supply half-to-two-thirds of the country's real Christmas trees. The survey was fielded in August 2026; last year, the survey was fielded among 43 wholesale growers in August 2025.  

³ About the Post-Season Consumer Survey: TRUE Global Intelligence (TGI), the in-house research practice of FleishmanHillard, fielded a survey of 1,500 Americans adults ages 21 to 54 years. All survey respondents either celebrate/observe Christmas or Noche Buena or display a Christmas tree. Respondents were required to either decide or influence the decision of what Christmas tree to put up in their home each year. The survey was fielded from December 26, 2025 to January 7, 2026. The survey has a margin of error of ±4.8% for respondents who purchased a real Christmas tree in 2025.

KNOW YOUR SOURCES

TRUST THOSE WHO GROW AND KNOW

The Real Christmas Tree Board (RCTB) is the media's expert resource for insights about farm-grown Christmas trees. Chartered in 2015 as the Christmas Tree Promotion Board and renamed in 2022, it is a national research and promotion program whose mission is to share the benefits of fresh Christmas trees with consumers through promotion and public relations, while engaging in research to better serve customers and growers. The USDA provides oversight of the RCTB to ensure transparency, accuracy, and fairness in its communications. The RCTB provides the media and public with accurate information, added insights, and the latest news and inspiration for the season. It represents real Christmas trees sold in the United States and is supported through annual assessments paid by any business growing or importing 500 or more real Christmas trees. This press release was developed and distributed by the RCTB. Search "Real Christmas Tree Board" online and visit RealChristmasTreeBoard.com. 

National Christmas Tree Association (NCTA), founded in 1955, is the national trade association and advocacy organization for the farm-grown Christmas tree industry, leading its public policy/governmental affairs and serving as the "voice of the industry." NCTA represents hundreds of active member farms, 38 state and regional associations, and thousands of affiliated businesses that grow and sell Christmas trees or provide related services. Each year since 1966, an NCTA member has presented the official White House Christmas tree to the First Lady, which is displayed in the Blue Room. NCTA is also a trusted media resource on farm-grown Christmas trees.

Please note …

American Christmas Tree Association (ACTA) does not represent real Christmas trees or growers. It is a 501(c)(3) corporation established in 2009 and has no known members representing the real Christmas tree industry. Thomas Harman⁴ is CEO of ACTA and is also the founder and CEO of Balsam Hill, a seller of artificial Christmas trees.⁵ The majority of artificial Christmas trees are manufactured overseas.⁶ 

⁴ https://apps.irs.gov/pub/epostcard/cor/352342528_201912_990EO_2021042017972245.pdf
⁵ https://www.balsamhill.com/about-us
⁶ Data pulled from the U.S. Census Bureau's International Trade in Goods and Services report https://usatrade.census.gov 

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SOURCE Real Christmas Tree Board