Written by Owen Wright

27 November 2019

Published two years ago, our 2019 Festive Forecast trend Evergreen appeals to individuals who have become exhausted by excessive consumerism. As 2019 draws to an end, a year focused heavily on sustainability and environmental concern continues into the festive period. As a result, a more conscious approach to Christmas arises. Inspired by Scandinavian ‘Lagom’ culture, consumers move away from needless buying, instead opting for a more decluttered, essentialist Christmas.

This mindful attitude allows consumers to break free from the business of the festive period, where the home becomes a calming retreat, with thoughtful, considered Christmas decorations that offer a handcrafted look and feel.

In this post, we explore and evidence how this trend has been interpreted by retailers across the UK and US.

This reflective festive story is all about retreating to find family moments of pure comfort and joy. Illustrated winter cabins, a key motif for greetings and wrap, featured on cards at Target. Hotel Chocolat tapped into a growing desire for organic ingredients and natural packaging with bamboo pots for their almond flavoured lip balm. Pine cones which look like they were gathered on a long forest walk feature on garlands by Next, while fur blankets and pillows, important for cosy winter nights, were seen in H&M Home.

Inspiring several product categories, white doves capture the peaceful spirit of this kind, conscientious story. Dove tree decorations in both sophisticated and naïve styles featured at Wilko and West Elm. Flying dove motifs placed alongside messages of peace, love and joy were seen across holiday greetings cards and stationery from the National Trust and American Greetings.

Nature is celebrated through print and pattern, with hand-drawn tree motifs in stripped back, simple and linear designs seen across Crate & Barrel, John Lewis and Paperchase. An alternative to wreaths, bushy boughs of real foliage tied tight with twine were featured in Sainsbury’s Home and Habitat.

Our Seasonal Trend Publications help you to respond to the most important trends up to two years ahead of the season. Our Festive Forecast 2021 can be pre-ordered now at Our 2020 Festive Forecast is also available to buy now at a 50% discounted offer from £1400 to £700.

Written by Owen Wright

Owen joined the team as Trend Researcher in 2017 and supports the Strategy and Insight team delivering bespoke consultancy to brands and manufacturers. He previously worked as an innovation specialist at Godfrey Syrett. He has a degree in Industrial and Product Design from the University of Teeside.

Easy to digest, visually inspiring, and just the right dose of information.

Webb deVlam

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