Sarah Jersild: Chicago Tribune | Tree growers try to stem tide of artifical offerings

Tree growers try to stem tide of artificial offerings
Fake trees are soaring in popularity, prompting traditional evergreen vendors to offer delivery service and smaller trees that create less mess

Sarah Jersild, Special to the Tribune.
Chicago Tribune. Chicago, Ill.: Dec 6, 2004. pg. 1

Christine Bonomo, an Oak Park consultant and mother, usually spends up to $90 on a real Christmas tree, which she and her husband drag up to their fourth-floor condo.

But lately, the hassle is causing this self-confessed traditionalist to look longingly at artificial trees, which don't drop needles, don't need watering and, on some models, come with the lights built in.

"It's tempting," Bonomo said. "You can put it up longer, you don't have to worry about it turning into firewood in your house."

If she makes the leap this year, she'll join millions who are increasingly going fake.

Since 1990, the number of real Christmas trees sold each year in the United States has fallen nearly 34 percent, to 23.4 million trees in 2003. The number of people putting up fake trees each year is more than double and grew 40 percent, to 50.6 million, between 1990 and 2000, according to the National Christmas Tree Association.

The shift has fueled a long-running struggle for the heart of people like Bonomo. Growers of real Christmas trees tout the tradition, scent and holiday spirit of a live Christmas tree, while vendors of artificial trees flaunt their products' improved quality and appearance and dangle the promise of a quick, no-mess tree.

To counter its slide, the real-tree industry is fighting back this year with marketing campaigns, cross-promotions and even a Web game that challenges players to snowball mutant artificial trees that snarl "Bah, humbug!" and "Christmas is canceled!" as they pop out of boxes labeled "Made in China."

Growers have even added Tom Hanks to their arsenal. Consumers who bring a ticket stub from Hanks' animated holiday movie "The Polar Express" to participating farms and tree lots can get a $3 discount on their tree.

The industry is optimistic about its marketing blitz. A mid- November poll conducted for the National Christmas Tree Association predicts that Americans will buy between 24 million and 24.5 million real trees this year, a slight increase over 2003.

But artificial-tree vendors aren't ceding much ground. Leon Gamze, president and owner of Lake Barrington-based Tree Classics, expects to see sales of his artificial trees increase by about 30 percent this year. The company is the top-ranked firm selling artificial trees over the Internet.

Gamze sees convenience as the main driver behind the increase in sales.

"The impatience factor in American society is unbelievable," he said, adding that new artificial trees with hinged branches and pre- hung lights mean users "can take a 7-and-a-half-foot tree out of the box and in 35 minutes, the entire tree is ready to be decorated."

Gamze said about 95 percent of the trees he sells are pre- lighted, too.

Consumers who buy artificial trees say the ease of use trumps all other factors.

"Everyone likes the look and feel of a real tree, so the first year we were married, we got a real one," said David Wilson of Joliet. "But the pine needles are a mess, and the dog is allergic to them. Now we just have a fake one that we actually leave intact--we don't dismantle it, we just put it down in the basement after Christmas."

Local tree growers are trying to make the experience of buying a real tree just as convenient as setting up an artificial tree.

"People seem to be appreciating delivery more and more," said Jim Brussock, owner of Sandhill Christmas Trees in Wisconsin. He sells trees from the farm from a lot in Oak Park.

Even customers who don't want delivery are looking for more convenient trees, Brussock said. He has seen more demand for 3-, 4- and 5-foot trees, which can easily be set up by one person, rather than the standard 7- and 8-foot trees.

"Quick and easy is what it's all about. That's why people are liking deliveries, smaller trees and real trees that don't shed needles, like Fraser firs," he said.

Large retailers have noticed the drive for convenience, too. Home Depot is offering live trees by catalog or via the Internet for the first time this year, spokeswoman Chris Gronkiewicz said. The store began selling Christmas trees in 1988 and has seen the popularity of live and artificial trees surge.

"We're seeing a lot of people buying more than one tree," Gronkiewicz said. "They'll buy a live tree for the main room and artificial trees for other rooms."

Other local growers are combating the threat of artificial trees by making tree buying a family excursion. Plainfield's Anderson Tree Farm, for example, features a petting zoo, free hot chocolate and popcorn, and hayrides on weekends.

"Parents with smaller children buy real trees," said Jeff Anderson. Because the farm is located near a growing area with many new families, Anderson said they've seen their sales increase in recent years.

But even these customers are looking for an easier time finding and cutting down a tree. Anderson said that while most customers will take a saw with them, they end up letting an employee of the farm cut down the tree. And the hay rides do more than entertain the kids--they also haul the cut trees back to the parking lot.

Despite the trend toward convenience and the growing availability of more realistic artificial trees, some growers say they have nothing to fear.

"People realize that there's a certain amount of hassle involved in dealing with a real tree; it might shed a few needles inside and you might have to go out into the elements," said Jonathan Uhl of Crete Cascades Christmas Tree Farm.

"These people realize that the good things in life require a little extra effort," he said. "My customers tend to be the ones who want to go that extra mile to make things as good as they can for their family."