No CommentsDecorations have been a staple of the winter season for centuries, reflecting the spirit of the holidays and the transition into a new year. Today, our choices in holiday decor are influenced by family traditions, pop culture, nostalgia, and more.
As with many other seasonal items – from toys to gift wrap to stocking stuffers – many shoppers turn to Amazon to deck their halls (and porches, offices, yards, and more).
In this post, we’re walking through a wonderland of Jungle Scout Cobalt data on holiday decor trends on Amazon, including sales, searches, and leading brands.
Amazon Christmas Decor Trends
When to put up the tree is often a fierce debate among those who celebrate Christmas. But regardless of when they started decorating this year, shoppers aren’t done hunting for holiday decor yet. In the last 90 days, overall sales of Christmas decorations have grown by more than 300%. During the same period, sales of Christmas trees increased by almost 500%.
30-Day Amazon Search Trends: Christmas Decorations
| Search Term | 30-day Search Trend |
| Indoor Christmas decor | Up 1,225% |
| Outdoor Christmas decorations | Up 610% |
| Christmas decorations | Up 231% |
90-Day Amazon Sales Trends: Christmas Decorations
| Product Types | 90-Day Sales Trend | 90-Day Revenue Trend |
| Christmas trees | Up 491% | Up 413% |
| Inflatable decorations | Up 453% | Up 458% |
| Nativity scenes | Up 213% | Up 289% |
| Wreaths | Up 196% | Up 196% |
| Outdoor lighted decor | Up 134% | Up 132% |
Top-Selling Christmas Decorations on Amazon: Last 90 Days
A look at Amazon sales trends for some of this year’s most popular Christmas trees, wreaths, and other decor highlights just how dramatic seasonal sales spikes can be.
For some shoppers, there’s no decoration more synonymous with the holidays than the Christmas tree. This 4-foot tree from National Tree Company is shining bright on Amazon this season. In the last 90 days, sales and revenue have both grown more than 2,000%.
National Tree Company has another seasonal hit with this mini Dunhill Fir tree: revenue is up over 2,000% and sales are up more than 2,500% since early September.
Christmas will be pretty in pink for all the shoppers who have purchased this tree from Yaheetech. In the last 90 days, sales and revenue are both up approximately 3,000%.
Christmas trees aren’t the only niche where National Tree Company is leading in sales: this spruce wreath is also popular. Sales are up over 2,500%.
Advent calendars are a fun way to count down the days until Christmas. This popular one features the fuzzy hand of a familiar, albeit cranky, holiday character and doubles as seasonal wall art. Since early September, sales of this calendar have increased by more than 2,300%.
Inflatables have a big decorating impact but deflate down to an easily storable size once the season is done – likely part of why sales of this 5-foot Santa decoration are up more than 5,000% in the last 90 days.
During the same period, sales of these oversized inflatable ornaments grew by nearly 2,200%.
For smaller-scale decor, this Kurt Adler nativity scene is popular, with a 90-day sales growth of more than 4,000%.
This red and black plaid rug is striking a chord with customers looking for a way to give holiday visitors a warm welcome: its sales are up more than 1,000%.
Sales of this sparkly decor set are lighting up: In the last 90 days, they have jumped by more than 5,500%.
Most Popular Christmas Ornaments on Amazon in 2023
With Christmas trees come bells, baubles, and ornaments to adorn them. Every year, brands like Hallmark and Lenox release new ornaments inspired by holiday classics and current trends.
Christmas Ornaments on Amazon: Top Brands by Market Share
| Brand | Market Share |
| Lovesout | 11% |
| Old World Christmas | 9% |
| Hallmark (incl. Hallmark Keepsake) | 7% |
| Sleetly | 3% |
| Sea Team | 3% |
Top-Selling Christmas Ornaments on Amazon: Last 90 Days
In the last 90 days, sales of ornaments have jumped by more than 200%. Here are some of the year’s most popular choices that are leading the way in sales:
This set of Christmas ball ornaments from KI Store comes in a wide variety of colors, making it a good match for a lot of different decor themes. Versatility is likely responsible for the product’s popularity with shoppers: in the last 90 days, sales and revenue have increased more than 1,200%.
Emopeak’s 24-piece ornament set is showing similar appeal with shoppers. Over the same time frame, its sales across all 5 color options have jumped almost 2,000%.
Available in 13 color variations and 3 different sizes, this Lulu Home ornament set is another popular one this year. It has experienced 2,300%+ revenue and sales growth in the last 90 days.
Market Trends: Holiday Pop Culture Icons
There are lots of jolly (and not-so-jolly) characters that have become a beloved part of the holiday season. Everyone has their favorite, from eternal optimist Buddy the Elf to Christmas naysayer The Grinch. Which ones are enjoying the spotlight this year? Let’s look at Amazon trends to get a better picture.
Battle of the Holiday Icons: Amazon Search Trends, Last 30 Days
| Character/Movie | 30-Day Search Volume* |
| 1. The Grinch | 9M+ |
| 2. Elf on the Shelf | 6M+ |
| 3. Nightmare Before Christmas | 1.5M+ |
| 4. Disney Christmas | 1M+ |
| 5. Christmas Vacation | 900k+ |
| 6. Charlie Brown | 390k+ |
| 7. A Christmas Story | 380k+ |
| 8. Buddy the Elf | 260k+ |
| 9. Rudolph | 185k+ |
| 10. A Christmas Carol | 100k+ |
*Data reflects 30-day broad search volume, which includes phrases, plurals, misspellings, or synonyms.
While the top 3 characters by sales trend line up perfectly with the leaders by search volume, the rest of the two lists have some notable differences. Rudolph, for example, has nearly the lowest search volume but flies right in the middle of the herd for sales.
Battle of the Holiday Icons: Amazon Sales Trends, Last 90 Days
| Character/Story | 90-Day Sales Trend* |
| 1. The Grinch | Up 746% |
| 2. Elf on the Shelf | Up 494% |
| 3. Nightmare Before Christmas | Up 486% |
| 4. Christmas Vacation | Up 474% |
| 5. Rudolph | Up 453% |
| 6. Disney Christmas | Up 397% |
| 7. Charlie Brown Christmas | Up 238% |
| 8. Buddy the Elf | Up 236% |
| 9. A Christmas Story | Up 188% |
| 10. A Christmas Carol | Up 143% |
*Data reflects estimated unit sales for products branded with the specified character/film within the Seasonal Home Decor and Outdoor Holiday Decor sub-categories.
Pop Culture Spotlight: Holiday Barbie
Holiday Barbie has been a fixture of the season since 1988. This year, Barbie went big screen with a hit movie, sparking a pop culture phenomenon that lit up the internet, flooded movie theaters with Barbies and Kens, and sparked a sales boom on Amazon. The Barbie movie’s debut may have happened over the summer, but sales of Barbie products are still surging this holiday season.
The 2023 Holiday Barbie doll, which first became available in July, has seen 243% sales growth and 200% revenue growth over the last 30 days.
Hallmark’s 2023 Holiday Barbie Keepsake ornament has seen 389% sales growth and 434% revenue growth over the last 30 days.
Barbie’s rejuvenated popularity isn’t just bringing attention to this year’s holiday products; it’s boosted sales of past years’ dolls and ornaments as well.
In the last 30 days…
- Sales of all Holiday Barbie dolls have grown by over 120%
- Sales of all Holiday Barbie ornaments have grown by more than 400%
Pop Culture Spotlight: Snoop on the Stoop
For over two decades, Snoop Dogg a been a staple of pop culture – thanks in no small part to his penchant for attention-grabbing product promotions ranging from an unlikely team-up with Martha Stewart for BIC lighters to this year’s infamous Solo Stove “smokeless” campaign.
In the last 90 days, Amazon sales of these Snoop Dogg BIC lighters have grown 129%.
Since Solo announced their partnership with Snoop Dogg, their overall unit sales are up 123% on Amazon.* The campaign likely landed Solo Stoves a spot on Christmas lists this year: in the last 30 days alone, sales of this version are up nearly 160%.
In short: Snoop sells.
When Elf on the Shelf parody dolls baring his likeness began gaining viral attention in 2021, the rap icon took legal action against the seller. After winning the lawsuit, Snoop filed for a trademark to sell the dolls himself. This year, the debut of the officially licensed Snoop on the Stoop has brought about a resurgence for these little holiday D-O-Double Gs – on social media and on Amazon.
30-Day Amazon Search Trends: Snoop on the Stoop
| Search Term | 30-day Search Trend |
| Snoop dogg elf on the shelf | Up 1,175% |
| Snoop on the stoop | Up 977% |
| Snoop dogg elf | Up 732% |
| Snoop dogg Christmas | Up 359% |
In the last 30 days, Amazon sales of this Snoop on the Stoop set – complete with accessories – have jumped by almost 400%.
*Data reflects the period of November 20, 2023 – December 9, 2023 compared to October 31, 2023 – November 19, 2023.
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Amazon Hanukkah Decor Trends
Hanukkah began on December 7; in the lead-up to the holiday, many shoppers turned to Amazon to search for traditional necessities. In the last 90 days, sales of menorahs on Amazon grew by over 525%, and sales of Hanukkah candles increased by more than 400%. Overall, sales of all Hanukkah decorations grew by more than 700%.
30-Day Amazon Search Trends: Hanukkah Decorations
| Search Term | 30-day Search Trend |
| Hanukkah decorations for home | Up 815% |
| Chanukah decorations | Up 752% |
| Hanukkah decorations | Up 602% |
Top-Selling Hanukkah Decorations on Amazon: Last 90 Days
Here’s a look at some of the most popular Hanukkah decorations, menorahs, candles, and oils on Amazon in 2023.
This miniature menorah and candle set is among the top 10 best-selling products in the Hanukkah decor market in the last 90 days, with more than 1,000% sales growth.
Sales of Rite Lite’s Plush Menorah have grown more than 1,600% in the last 90 days.
This Color-Changing Menorah Light from Rite Lite is another sales leader, with 775%+ sales growth over the same period.
There are several light-up menorahs in this year’s best-selling Hanukkah decorations: sales of this one from Zion Judaica are up 2,500% in the last 90 days.
Aviv Judaica’s LED menorah also has a spot in the top sellers, growing sales by over 225%.
This complete menorah set from The Dreidel Company has had 900%+ sales and revenue growth in the last 90 days.
This set of dripless candles has been one of the most popular this year. In the last 90 days, sales and revenue are up nearly 2,000%.
This blue and white candle set from The Dreidel Company is another big seller, with 800%+ sales growth in the last 90 days.
Some shoppers are opting for oil over candles. Sales for this set of oil cups are up by more than 1,000%.
This menorah from The Dreidel Company is one of the top-selling traditional menorahs in the last 90 days, with over 3,000% sales growth.
Amazon Kwanzaa Decor Trends
Kwanzaa begins on December 26. As shoppers prepare for the 7-day holiday celebration, they are looking to Amazon for decor and more. In the last 90 days, sales of kinaras are up nearly 600% on Amazon and sales of Kwanzaa candles are up over 230%.
30-Day Amazon Search Trends: Kwanzaa Decorations
| Search Term | 30-day Search Trend |
| Kwanzaa decorations | Up 536% |
| Kwanzaa | Up 307% |
| Kwanzaa candle holder | Up 495% |
90-Day Amazon Sales and Revenue Trends: Kwanzaa Decorations
| Sales | Revenue |
| Up 192% | Up 134% |
Top-Selling Kwanzaa Decorations on Amazon: Last 90 Days
These are some of the most popular Kwanzaa decorations on Amazon in 2023.
This kinara, candle, and unity cup set has some of the highest sales numbers for Kwanzaa decor, with over 5,500% sales growth in the last 90 days.
Another popular kinara set is this one from Sosation. In the last 90 days, its sales are up by more than 1,000%.
While sales growth for Zuzube’s Kwanzaa set is lower than some other options (at around 525%), it still falls within the top 20 kinaras by Amazon sales in the last 90 days.
Over the same period, sales of Chinco’s Kwanzaa window clings set grew over 1,200%.
JennyGems’ Happy Kwanzaa sign is a popular way to decorate for the holiday, with a sales jump of over 1,500% in the last 90 days.
This LED kinara from Ziliny has seen some of the highest sales growth in the Kwanzaa decor market, with a 7,000%+ increase over 90 days.
Loathee’s battery-powered Kinara set is another popular choice, growing sales by 600%+ over the same period.
For parties and big gatherings, a lot of shoppers are choosing Lucleag’s 360-piece sticker set. Since September, sales of this set are up over 1,300%.
One of the best-selling Kwanzaa candle sets is this one from Ciphands, with over 1,200% sales growth in the last 90 days.
For a battery-powered candle option, many shoppers are opting for Funter’s flameless set, leading to 3,000%+ sales growth.
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Amazon Holiday Lights Trends
Lights bring sparkle to multiple winter holidays, adorning trees, storefronts, mantles, porches, and more. In the last 90 days, sales of holiday lights have grown 168% on Amazon, generating 162% revenue growth.
Holiday Lights on Amazon: Top Brands by Market Share
| Brand | Market Share |
| Minetom | 5% |
| Brizled | 4% |
| Brightown | 3% |
| Govee | 3% |
| Knonew | 3% |
Top-Selling Holiday Lights on Amazon: Last 90 Days
Here’s a look at some of the most popular holiday lights on Amazon in 2023.
You can’t go wrong with classic holiday twinkle lights – at least for a lot of shoppers. Sales of these string lights from Prextex have grown by almost 3,000% in the last 90 days.
Another shining star when it comes to sales are these Dazzle Bright fairy lights, which come in a wide range of colors. Sales across all color options are up over 500%.
In the last 90 days, sales have also grown more than 500% across all color options for these mini string lights from TW Shine.
Over the same period, trends are looking bright for these 100-count string lights, available in a range of colors and lengths from Minetom. Sales have grown over 325%.
Accessories for hanging lights are in high demand, too. Sales of these clips from Festive Lights have grown over 800% in the last 90 days.
Year-Round Holiday Opportunities for Brands on Amazon
Amazon is a popular place for holiday decor, with retailers like Party City and others offering a wide selection of products. The data here shows just how significant seasonal sales spikes can be – and trends like these are certainly not limited to the winter months.
From Valentine’s Day to Mother’s Day to Prime events, there are plenty of times throughout the year when certain products see a surge in demand – creating opportunities for brands to capture a huge surge in sales.
Make sure you have plans in place for every major holiday or shopping event in 2024 to make the most of these invaluable opportunities to grow visibility and sales. Use our 2024 ecommerce calendar to stay ahead of seasonal trends throughout the year.
Get the market insights and competitive intelligence you need to get the most out of every holiday and sales event in 2024. Talk to our team about Cobalt.
About This Report
The product data in this report is representative of the U.S. Amazon market. Market insights on Amazon products were sourced from Jungle Scout Cobalt, an industry-leading market intelligence, advertising optimization, and ecommerce reporting platform powered by nearly 2 billion Amazon data points. 90-day trends reflect the period of September 4, 2023 – December 2, 2023, compared to June 6, 2023 – September 3, 2023. 30-day trends data reflects the period of November 3, 2023 – December 2, 2023. Some percentages have been rounded to the nearest whole number.
We encourage you to share, reference, and publish this report’s findings with attribution to “Jungle Scout Cobalt” and a link to this page.
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