Sullivans Prepares Retailers For A Busy Market Season With Trends To Watch For

Market Trends

( an industry-leading designer and marketer of home décor who incorporates timeless designs into on-trend home décor for every style, season, and occasion, uses market and consumer data to help retailers know which trends to watch at Winter Markets.

“At Sullivans, we’re very intentional,” says Tawni Buhler, VP of Marketing. “We use research, data, and trend projections to help us design our product lines.” Buhler continues, “Data shows that 26% of consumers are showing increased interest in holiday-themed goods and Winter Market attendance is scheduled to be up 30% from last year.” With that optimism in mind, resourceful retailers will look for the following trends when shopping in the Winter Markets:

1. “Reusable” Christmas
The eco-conscious movement is expanding to festive decorations. Retailers will see ornaments, novelty items, and tableware made from natural materials (wood and paper, for example) in neutral colors that can be reused year after year. (See Sullivans' Minimalist Natural themes for examples.)

2. Retro Holiday Charm
Consumers are decorating with midcentury modern flair, and with that comes nostalgic Christmas décor. Classic Santa imagery, vintage ceramic Christmas trees, and retro ornaments in classic shapes will be prevalent at the 2024 Winter Markets. (Sullivans' Nostalgic Christmas themes are right on point.)

3. Glitter and Glam
Minimalism is out and opulence is in! Consumers are looking for rich, bold colors and glamorous style. Jewel tones and shiny silver and gold bring luxury to the most festive season of the year. (Christmas Glam is available in these Sullivans themes.)

4. Modern Farmhouse
The farmhouse trend, still a consumer favorite, has evolved. It has become more modern in nature, inspired by the fusion of Scandi and Japanese designs, and a bold play of expressive color. Retailers will see knitted textiles, intricate lanterns, and hygge accents. (See Sullivans Fresh Farmhouse seasonal décor here.)

These four strong seasonal trends indicate that “in 2024, consumers are looking for products to inspire them in a variety of ways,” says Nathan Skrove, VP of Sullivans’ Product Development. “Smart retailers will be sure to have a good mix of these products in stock.”

In 2024, consumers seek inspiration in a variety of ways, and strategic retailers are ready to provide a diverse array of products to meet these demands. From the growing appeal of sustainable Christmas options to the timeless charm of Retro Holidays, these seasonal trends will ensure retailers a well-curated mix of styles, setting the stage for a successful retail season.

About Sullivans

Sullivans is a leader in the home décor and gift industry offering quality, versatile home décor for every style, season, and occasion to retailers and consumers nationwide.  Sullivans aims to create emotional connections with customers around the world through inspiring product design, award-winning customer service, and focused consumer trend marketing and research.  Headquartered in South Dakota, Sullivans also has showrooms in Atlanta, Dallas, Las Vegas, and Sioux Falls; and a highly interactive virtual market to offer buyers a free, convenient way to browse and purchase products online.

For more information on Sullivans or to view their wide range of products, visit or their new consumer website In addition to its Sullivans brand, Sullivans, Inc. also operates and distributes Woodstock Chimes, the Darren Gygi Home Collection, Vance Kitira Candles, Woodstock Elements, Candle Impressions, and Mirage Flameless LED Candles.  Combined they bring nearly 150 years of industry product and design experience and the ability to adapt to consumers’ regularly changing needs.

Media Contact:

Megan Gygi