– Eva Olbrich – Director of Christmasworld
“Coming home for business” is the new motto of Christmasworld 2020, the 2020 edition of the international fair dedicated to decking the halls with all manner of Christmas decorations. As usual, the event was presented to Italian journalists at the press conference organised in Milan on 19 September. The event, organised by Messe Frankfurt (currently the most important trade fair organisation in Germany, boasting its own exhibition centre and a turnover of 718 million Euros), is scheduled to take place from 24 to 28 January in Frankfurt am Main. Christmasworld is not simply an exhibition of products, but rather a platform that offers an intense, comprehensive experience to all its visitors. The 2019 edition was attended by 1,085 exhibitors, 79% of which came from abroad (with 44 countries represented overall). Most of the visitors were also foreigners, confirming the event’s clear international appeal: 64% of the total of 45,304 visitors came from 123 different countries around the world. The growing development of Christmasworld can be attributed to the fact that Christmas decorations are becoming increasingly important in retail as well as in historical centres. The keyword is ‘emotional shopping’. “The challenges we face are many and complex,” highlights Eva Olbrich, director of Christmasworld, Messe Frankfurt Exhibition, quoting data that shows that since 2017, 8,600 shops across the United States have closed down, with this figure expected to grow to more than 75,000 by 2026. Social change and the digital transformation are leading to new business models and making for shifting consumer behaviour patterns. The market is increasingly forced to take into account the needs of so-called ‘digital natives’ and to present the customer with shopping experiences which do not insist upon a clear dividing line between the online and physical ‘worlds’. In the future, sales will be generated thanks to the shopping experience and no longer through the product alone. Being part of a brand or a style is a new incentive to buy, and as such, Christmasworld is a point of reference for anyone seeking inspiration”. The next edition will include further fine-tuning of the new Christmasworld concept, launched in 2019, in Halls 8, 9, 11 and 12. Hall 9.0 will provide the setting for “Visual Merchandising & Light” and “Christmas & Seasonal Decoration”. Hall 11.0 will host the combination of Christmas & Seasonal Decoration with Florists’ Requisites & Garden Decoration. The “Christmasworld International Sourcing” area in Hall 12.1, meanwhile, will be dedicated to the individual and collective presentations of companies from countries such as Egypt, China, Hong Kong, India, Japan, the Philippines, Sri Lanka, South Korea, Taiwan, Thailand, Ukraine and Vietnam, with product offerings covering all segments of the industry. In Hall 8.0, the Christmas & Seasonal Decorations product segment will be complemented by Florists’ Requisites & Garden Decorations, Ribbons & Wrapping and Candles & Fragrances. The latest addition to the exhibition is the Floradecora product segment, with its fresh flowers and ornamental plants, as the central link between the fresh flowers and seasonal decorations sections. This will provide the beautiful and picturesque setting for the presentation of Star Pennsylvania’s new “Christmas 2020” collection. As every year, at Christmasworld in Frankfurt we will have an exclusive preview of our spectacular assortments, always up-to-date with the latest trends, always unique, and always featuring the most elegant details.