1. shopping
2. gifts

CBI Product Factsheet:
Christmas Articles in
Slovakia
‘Practical market insights into your product’
Slovakia is an interesting market for DC exporters to focus on,
as its imports of Christmas articles, as well as the share of DC
in imports, increased considerably in the last few years.
Options for you to enter the Slovakian market for Christmas
articles are via existing European importers/wholesalers. It is a
mid-market that is price-sensitive and already quite dominated
by articles originating from China, and, therefore, you need to
be able to compete on price and volume. If you can offer
higher quality or more unique products, the higher market
segments are available, but as yet quite scarce. ‘Hand-made’
looks may offer market opportunities for you as well.
Although this fact sheet focuses on the Slovakian market, most of the
information also applies to other emerging (Eastern) European markets.
Emerging markets are markets in the process of rapid economic growth and,
therefore, not yet saturated. Consumers still mostly buy value-for-money
products because they do not have sufficient income to spend on more
expensive and/or non-essential products for the home. However, emerging
Eastern European markets commonly have an up and coming middle class which
has enjoyed an increase in disposable income over the past two decades.
Therefore, opportunities exist increasingly in finding new value-added segments,
where design, hand-made, and branding are increasingly more important. The
challenge to DC exporters is to find distribution partners who are willing to take
on the pioneering role of opening up those segments. This can be risky and
requires serious marketing efforts. Emerging Eastern European markets include
Bulgaria, Romania, Hungary, the Czech Republic, Estonia, Latvia, Lithuania,
Poland, Slovakia and Slovenia.
Product Definition
Product
Christmas
articles
Theme
Celebrating
Refer to Trend Mapping
for more information on
this theme.
HS codes
9505 10 10:
Christmas articles
made of glass (excl.
Electric lighting sets).
9505 10 90:
Christmas articles
(excl. glass, candles
and electric lighting
sets, natural christmas
trees and christmas
tree stands).
PRODCOM codes
32.99.51.30:
Articles for Christmas festivities
(excluding electric garlands,
natural Christmas trees,
Christmas tree stands, candles,
statuettes, statues and the like
used for decorating places of
worship)
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CBI Product Factsheet: Christmas Articles in Slovakia
o
o
Christmas articles may consist of Christmas baubles, tree toppers, figurines made of glass, wood,
ceramics, textile, etc. and other Christmas (table) decorations.
As Christmas articles come in various styles, production methods and materials differ greatly,
ranging from wood, plastic, cotton, etc.
Product Specification
Product specifications
Product Categories
and Consumer Needs
Christmas brings forward a number of consumer needs that are also important for Home Decoration as a whole.
Consumers see this part of the year as an important shopping moment, and sales in home decoration reach their
annual peak between August and December. Christmas shopping can be quite impulsive. During this time the
consumer tends to drop his or her price sensitivity. As a result, a few clear needs can be seen as underlying
Christmas sales in our industry.. Decorating is an important buying motive at this time of the year. The consumer
has a tendency to decorate both the inside and the outside of the home with accessories expressing the sentiment of
the season, ranging from sheer joy to a sense of spirituality. Also, Christmas, for many, is related to giving: presents
are exchanged within a family setting and/or the circle of close friends. Along the same lines, the sharing of good will
and positive feelings amongst the inner circle takes place in the form of lavish dining. Christmas items within home
decoration can, therefore, be classified as:

specific shopping goods rather than everyday commodities

decorative accessories bringing forward the typical associations and character of Christmas

gifts

goods related to cooking and eating.
This fact sheet will discuss decorative accessories for the home, and mostly those for inside.
Christmas Decoration 
– main product groups



This fact sheet focuses on those product groups that contribute to the decoration of the home – especially the
living room – during Christmas, with a low-tech, hand-made and natural character. Christmas tree decoration
receives the main focus, which includes articles like baubles, bells, angels, figurines, etc.
In line with technological developments in society as a whole, Christmas has become increasingly hi-tech, 3D,
mechanised, animated and ‘plugged in’. This report will not touch upon this group.
Lighting is of vital importance to express the joy of Christmas – it incorporates Christmas tree lights and the
increasing tendency to decorate the outside of the home with lighting too, as well as candle lighting to create
atmosphere. Both product groups are outside the scope of this report (for candles, refer to Product Fact Sheet
‘Candles’ (2012)).
Dinnerware is a prime product group for Christmas, too, and consumers consider this an occasion for lavishly
decking out the table. For ceramic tableware and glassware, as well as cutlery, refer to Product Fact Sheets
2012. The greeting card industry also reaches its peak during Christmas, although the electronic media are
increasingly playing a role. This will also not be dealt with in this report.
Christmas Decoration As mentioned in Trend Mapping, the driver behind Christmas decoration is the consumer’s need to create an
– themes and motives ambience, a feeling of cosiness in the home, a warm and inviting atmosphere, with a touch of spirituality. This
ambience is created through a number of influences:
o Religion/spiritual (e.g. angels, bells, nativities)
o Santa Clause / Father Christmas story (reindeers, sleigh, socks)
o Winter season (snowflakes, snow on trees, starry nights)
o All that contributes to a sense of going back to the innocence of one’s childhood or to peace and tranquillity
generally (novels by Dickens, a famous British writer, or Disney)
o Romance (consumers want to huddle up with their close ones during the festive season – so hearts and other
love tokens are very much part of the Christmas vocabulary)
To stay within these themes is important for DC exporters, but to add to it is equally important as consumer want to
see familiar themes in a new translation every Christmas, to allow them to shop, give and decorate again to their
heart’s content.
Quality
Christmas items are seasonal and trendy: in most cases, consumers want to ‘update’ their Christmas ‘look’ every
year, and much of the collection of Christmas accessories is, therefore, replaced by the latest on offer. Durability is,
therefore, a less prominent quality norm than usually in home decoration. Also, because of the emphasis on
atmosphere in the home, the product quality of individual items receives less focus than how such items fit into the
theme. As a consumer event, Christmas is a mass market and essentially a mid-market in terms of its consumer
values. This means that prices and designs need to be accessible for the majority of consumers. As consumers want
choice, Christmas articles come in different sizes, shapes, colours and materials, but within the themes and styles
described above; they are often offered in convenient collections and sets, to reduce consumers’ choice anxiety. In
the more premium niches, product and aesthetic quality are both of prime importance. This concerns mainly Western
European or US brands for the Slovakian retailer and consumer.
Labelling
Your label on the outer box should include information concerning the product such as the material, quantity, size,
volume, producer (logo), consignee, country of origin and caution signs. Moreover, it should show the number of
pieces, bale/box identification and total number of bales or boxes, and net and gross weight. Information on the
carton should correspond to the packing list sent to the importer. On the product label, EAN/Barcodes are widely
used within Europe.
o
For all glassware and porcelain articles it is strongly recommended that you label all boxes with warning notices
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CBI Product Factsheet: Christmas Articles in Slovakia
such as “FRAGILE!” or “Handle with care!”.
Fragile!
This side up!
Please note, your buyer will specify what information they need on product labels or on the item itself (logos, 'made
in..'). All labelling must be in English.
Packaging product
Christmas articles should be packed in accordance with the importer’s instructions. Every importer will have their
own specific requirements related to the use of packaging materials, the filling of cartons, palletisation, and the
stowing of containers. Always ask for the importer’s specifications as part of the order specifications. The balance is
between using maximum protection and avoiding excess materials (waste removal is a cost to buyers) or shipping
‘air’.
Proper packing minimises the risk of damage due to fluctuations in humidity and especially shocks. Packaging usually
consists of plastic wrapping to protect the fabric from water and staining. Packaging dimensions and weight should
make it easy to handle. Ideally, it should be possible to place the boxes or bales together on pallets.
At retail level, Christmas articles are often sold as loose items, allowing consumers to create their own collection,
although often within one theme or style. Consumer packaging is, therefore, not very relevant, and seasonal
wrapping is done at point of sale. In the lower segments, ‘more for less’ is an important selling point, and here prepackaged sets are offered. The retailer wants to add their branding to the final gift at point of sale, and sometimes
the supplier is asked to print tags or labels, although it is usually part of the retailer’s own marketing communication
and produced in Europe.
Illustration
Low-end: ‘value for money’
Mid-end: ‘atmosphere and mass appeal’
Sources:
Awad
Sashe
Interiermagazine
Seletti
Nativity
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: [email protected] • www.cbi.eu/disclaimer
High-end: ‘craftsmanship and brand’
CBI Product Factsheet: Christmas Articles in Slovakia
Legislative requirements
Product safety and Liability
The General product safety Directive
(GPSD), which applies to all consumer
products, states that all products marketed in
the EU should be safe. The purpose of the
legislation is to ensure consumer safety.
The Liability Directive states that the EU
importer is liable for the products put on the
European market. The EU importer, however,
can in principle pass on a claim to the
producer/exporter.
Packaging
Packaging and packaging waste EU
packaging legislation restricts the use of certain
heavy metals, among other requirements.
Considerations for action
 Consider implementing a management
system or code of conduct in order to show
to your buyer that you have taken
appropriate safety measures.
 Make sure your products are safe to avoid
product liability claims for defective
products.
 Reduce the amount and diversity of your
packing materials by:
partitioning inside the cartons with the
help of folded cardboard,
matching inner boxes and outer cartons
better and standardising the sizes of
each,
by considering packing and logistical
requirements at the design stage of the
products
asking your buyer for alternatives
Consider using biodegradable materials
which may form a market opportunity or
even a demand from your buyer.
Wood packaging materials used for
transport The EU sets requirements for wood
packaging materials (WPM) such as packing
cases, boxes, crates, drums, pallets, box pallets
and dunnage (wood used to wedge and support
non-wood cargo).
Wood preservatives
The EU has restricted the use of arsenic and
creosotes as wood preservatives. Although
these preservatives are not very commonly
used anymore (especially not in consumer
goods), you have to make sure that your
products do not contain these hazardous
substances.
CITES
The Convention on International Trade in
Endangered Species (CITES) lays down
provisions for international trade of endangered
species. The EU has set additional import
restrictions.
 Avoid wooden crating and packing. They are
increasingly banned by importers because of
the high cost of disposal, and because they
are often unsustainable and costly.
Investigate and source alternative packing
materials that are economical and
sustainable.
 If you do need to export products wrapped
with or supported by wood packaging
materials during transport, you have to
make sure that your WPM complies with
requirements.
 As wood treated with creosote or arsenic
compounds may not be placed on the EU
market, use safer alternatives for wood
preservation (such as using heat or vacuum
treatments).
 Link up with companies that are specialised
in wood preservation.
 Before exporting your products to the EU,
you should check with the CITES
management authority of destination or with
your importer, whether there is any
restriction that may impact the import into
the EU.
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CBI Product Factsheet: Christmas Articles in Slovakia
Non-legislative requirements
Sustainability Consumers are increasingly
aware of social and environmental
circumstances during production. As a
consequence, requirements regarding
sustainability and certification are increasingly
important to buyers.
Considerations for action
 Think about sustainable production
methods and consider certification because
this adds value to your products. This is
useful when targeting the higher market
segments.
Implementing a management system (or using
sustainably produced materials may give a
competitive advantage.
Codes of conduct EU buyers may expect you
to comply with their supplier codes of conduct.
This can be the importer’s own code of conduct
or a code of conduct as part of an initiative in
which the importer is participating (e.g. BSCI).
The following are examples of initiatives
regarding sustainability, which may possibly be
relevant if you want to export to the EU:
The Business Social
Compliance Initiative
(BSCI) has been developed
by European retailers to improve social
conditions in sourcing countries. Suppliers of
BSCI participants are expected to comply with
the BSCI Code of conduct. To prove
compliance, your production process can be
audited at the request of the importer. Once a
company is audited, it will be included in a
database which can be used by all BSCI
participants.

Since more and more European importers
are participating in BSCI, you can expect
that complying with the BSCI code of
conduct will be seen as a basic
requirement. Because it can harm your
position on the market if you are far from
complying with this initiative, you are
advised to anticipate by performing a selfassessment, which is available at the
website of BSCI.
ISO 14001 Certification scheme which
provides generic requirements for an
organisation's environmental policy.

SA 8000 Certification standard by Social
Accountability International (SAI) for the
improvement of working conditions.

This standard can be used to reduce the
cost of waste management, reduce
distribution costs and improve your
corporate image. Therefore, consider ISO
14001 certification which may form a
market opportunity or even a demand from
your buyer.
Consider SAI certification which may form
a market opportunity or even a demand
from your buyer.
Besides the social and environmental aspect of
production, Fair Trade
certification also covers a fair
wage to labourers involved in the
production of Christmas articles.

Acquire Fair Trade certification to enter the
fair trade segment. Compliance with fair
trade norms will also make it easier to
acquire other social and environmental
norms, as it is the most integrated system
for sustainability.
FSC certification assures
environmentally appropriate use of
the forest.

FSC or similar norms for the sustainable
management of wood or other raw
materials will increasingly adopt a legal
character or become a way to influence
consumer choice. Exporters should build
such values into their offer, even at the
stage when they are optional in the trade,
to anticipate future demand.
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CBI Product Factsheet: Christmas Articles in Slovakia
Trade and Macro-Economic Statistics
Production and consumption
Production and consumption data is not available.
Figure 1: Consumer confidence indicator, Slovakia
compared to EU27, 2008-February 2013
Figure 2:
GDP in Slovakia, % change on previous year
4,5%
4,0%
3,5%
3,0%
2,5%
Slovakia
2,0%
EU 27 average
1,5%
1,0%
0,5%
0,0%
2010
Source: Eurostat
(2013)
GDP looks relatively favourable
 Consumer confidence in Slovakia has
consistently been below EU average and
remains negative at this moment. This may
well indicate that the consumer, on average,
is cautious about spending.
 Compared to the EU average, Slovakia does
well on the GDP indicator. What is more,
GDP is forecast to increase at a stronger
rate towards 2014. This may indicate that
Slovakian citizens are building up increasing
disposable incomes for purchases in, for
example, home decoration, including
Christmas articles.
 Consumers in the emerging European
markets like Slovakia are not yet so
exposed, and have much less experience in
the buying of high quality Christmas articles
than consumers in mature markets. The
offers available in retail in these markets
are still predominantly inexpensive, with
relatively low design quality.

Middle class consumers are developing their
home decoration tastes under the influence
of rising incomes, Western tourists and the
Internet. This is especially so in the urban
centres and amongst younger consumers –
typical ‘early adopters1’. Therefore, the
middle-high market is expected to grow in
the coming years.
2011
2012
2013
2014
Source: Eurostat
(2013)
Considerations for action
 As Slovakia is an emerging country,
consumer purchases depend on the
economic outlook. Greater shares of income
may be allocated to purchases for the home
if GDP remains positive.
 Consumer confidence being low, consumers
may either replace their Christmas
decorations a bit more slowly than normal
or be more selective when it comes to
buying new ones. This means that ‘good
value for money’ (much for less) and
trendiness may be good values to look for
by exporters entering this market right now.
At the same time, in line with EU
consumerism as a whole, consumers may
want to pamper themselves, their relatives
and friends during Christmas to make up for
lower consumption at other times of the
year. More than ever, perhaps, suppliers in
the Christmas market must, therefore,
create collections that help consumers
create a special atmosphere in the home.
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: [email protected] • www.cbi.eu/disclaimer
CBI Product Factsheet: Christmas Articles in Slovakia
Figure 3: Slovakian imports of Christmas articles, value in € million
5,0
4,5
4,0
Intra-EU/EFTA
3,5
DCs
3,0
China
2,5
Czech Republic
2,0
Germany
1,5
Austria
1,0
Poland
0,5
0,0
2008
2010
2012
Source: Eurostat
(2013)
The Slovakian market for Christmas
articles is a growing market and will offer
opportunities for DC exporters in the
longer run
 Slovakia’s imports of Christmas articles
increased considerably between 2007 and
2012, amounting to € 9 million in 2012, of
which 50.1% was sourced in DCs.
 Imports from DCs increased by 17%
annually on average between 2008 and
2012. DCs are mainly represented by China
which accounts for almost all imports
sourced in DCs. The other DC supplier of
Christmas articles to Slovakia is Thailand.
However, this counts for only a small
quantity.
Considerations for action
 The Slovakian market for Christmas
accessories is a growing market and will
offer opportunities for more players. DC
exporters are advised to monitor this
emerging European market and others, such
as Poland.
 Growth can be expected from a widening of
the mid-market, as more people in the
lower and middle classes may have more
disposable income to spend on home
products. DC exporters are advised to
embrace the mid-market values as
described under ‘Product Specification’.
 Part of the growth will also come from new
segments opening up, which has already
been seen in the more mature European
markets for Christmas articles (refer to
Product Fact Sheet Christmas Articles in
Germany). Such segments are more
premium and offer new directions based on
natural materials, fair trade, ‘design’,
craftsmanship and brand, and may hold
options for DC exporters.
 Monitor developments in China, which, with
its growing costs of production, higher
demands on sustainability, and a growing
internal market, may open the door for a
wider share into the Slovakian market for
Christmas articles.
 Supplies of Christmas articles into Slovakia
are dominated by Western European
traders. DC exporters are advised to source
such traders among German, Dutch and
French distributors, for instance, through
trade fairs such as Christmas World and
Ambiente (Germany).
 Invest in long-term relationships with your
existing buyers, giving them less incentive
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CBI Product Factsheet: Christmas Articles in Slovakia
to switch to a competitor.
Slovakia as an entry point to reach other
Eastern European markets

Slovakian exports of Christmas articles
increased by an impressive 10.7% annually
on average between 2008 and 2012, to a
value of € 7 million. It is expected that the
increase will continue in the coming years.
 The main export destinations include
surrounding European countries such as the
Czech Republic, Hungary and Poland.
Considerations for action



Figure 4: Total Slovakian exports of Christmas articles,
value in € million
value in € million
14
After Poland and the Czech Republic,
Slovakia is the third largest exporter of
Christmas articles in Eastern Europe.
Therefore, consider it as a possible entry
point to reach surrounding markets.
Global chains such as IKEA, Carrefour,
Metro and Zara are also servicing the
region, and may as such be special targets
for DC suppliers who want to look at
Slovakia and other European emerging
markets for Christmas items such as Poland,
Hungary or the Czech Republic.
Be aware of your EU buyer’s markets and
their requirements. This way, you can also
develop new ideas for the buyer’s other EU
markets.
Figure 5: Top 5 export destination of Slovakian
Christmas articles, value in € million
value in € million
6
12
10
5
Czech
Republic
4
Hungary
3
Poland
2
Germany
8
6
4
1
2
Austria
0
0
2008
2010
2012
Source: Eurostat (2013)
2008
2010
2012
Source: Eurostat (2013)
Market Trends
With rising disposable incomes and the
entry of retailers in upper-mid and
premium segments, demand for Christmas
accessories will slowly increase and
become more diversified offering
opportunities for DC suppliers in the
future.

The market for Christmas items is already
quite universal in its mass appeal, its
emphasis on a limited set of atmospheres
and styles (refer to ‘Product
Specifications’). Where emerging markets
such as Slovakia deviate –more attention to
the religious and less to ethnic or handmade influences – this can be expected to
converge even more in the coming years. A
major factor is the increasing presence and
Considerations for action
 In targeting the middle segments of the EU
market for Christmas decorations, DC
exporters are advised to work from the
accepted look and feel, e.g. from the
Christmas tree as the centre piece, and
green, red, silver and gold as the eternal
colours of Christmas; balls, stars and
angels, etc. Such basic premises will not
change, as they are part of the consumer’s
identification with the Christmas season.
 The almost total annual renewal of
collections demands supreme innovation
skills from suppliers. This innovation can
take the form of ‘restyling’, or adding new
colours and decorations to existing forms or
items.
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CBI Product Factsheet: Christmas Articles in Slovakia




marketing power of Western European or
global players such as Carrefour, IKEA or
Metro driving the available Christmas
concepts even more towards a unified look
and feel. Magazines, internet blogs, TV and
other influences on consumer behaviour will
further stimulate consumers’ awareness of
and desire for what is available throughout
Europe.
Slowly, with rising disposable incomes and
the entry of retailers into the upper-mid
and premium segments, the landscape of
Slovakian Christmas accessories will
become more diversified. The emergence of
consumer needs, based on such typical
home decoration values as: ‘natural’, ‘handmade’, ‘designer’ and ‘green’ and their
related price differentials, will then be seen.
The malls in the major urban centres of
Slovakia already see the emergence of
brands using added value in fashion and
beauty, but not yet in home decoration.
Convenience is an important trend in this
market. Importers have a preference for
‘one-stop-shopping’: finding everything at
one supplier, such as a tree, its decorations
and the lighting, but perhaps also nonChristmas-related home decorations. With
so much pressure on costs and efficiency,
importers also look for exporters offering
complete concepts, as well as great variety
and flexibility in product development.
A growing trend for on-line retailing is also
witnessed in the market for Christmas
accessories. In Slovakia, this takes the form
of retailers with additional on-line platforms
as well as wholesalers with on-line facilities
for retailers.
Professional buyers in Slovakia and other
‘new’ markets - in Eastern Europe or the
Baltic states – appreciate branded products
perhaps a bit more than elsewhere in
Europe, as brands are considered providing
status to the collection and to the
consumer, and are seen as offering superior
quality and service.






New entrants into the EU market for
Christmas decorations may differentiate on
materials (new, local materials) or material
combinations rather than ethnicity. Barring
a few exceptions (Bubo Style or Rainforest),
ethnic styles are unpopular in Slovakia.
DC exporters who are already marketing in
mid markets in home decoration, may find it
relatively easy to develop the festive
market, too, as they are already used to
manufacturing nostalgic or romantic
products. The German Christmas World
trade fair may be a good platform for
promotion.
DC exporters wishing to enter the market
for Christmas accessories need to offer
opportunities for ‘one-stop-shopping’ – a
broad set of categories, materials and
techniques and great flexibility in product
development. If you can also fill in the
buyer’s non-festive collections, your position
may even be stronger.
Monitor the market for Christmas items in
the mature EU markets in order to improve
your insights into consumer needs, styles
and the players in distribution. DC exporters
can do so by visiting trade fairs, reading
international Home magazines, and tracking
the websites of a number of important
players in home decoration in mid and
premium markets.
To help the importer build and maintain a
brand (e.g. Black Box Trees by Edelman;
Dansk by Lennox), suppliers offering
background stories (e.g. about production
and producers) and excellent service (e.g.
extra spare parts, pre-stocking) will add a
meaningful contribution.
DC exporters with strong identities, based
on special techniques and materials, or with
an ability to create atmosphere, may
approach distributors in Western Europe
about pioneering their possible entry into
prospective upper markets for Christmas
articles in Slovakia and other emerging
European markets.
Please refer to CBI Trend Mapping for Home Decoration and Textiles for more
information on general trends in home decoration, and specifically the
celebrating theme.
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CBI Product Factsheet: Christmas Articles in Slovakia
Market Channels and Segments
Please refer to CBI Market Channels and Segments for Home Decoration,
because Christmas articles channels and segments do not differ significantly
from this general overview. The following considerations for action should be
taken into account for the Christmas articles market:



The market for Christmas decorations is a
mid-market in terms of its mass appeal of
competitively-priced goods with accessible
designs in a number of set styles and
‘atmospheres’. In line with the mid-market
consumer’s need for convenience,
Christmas accessories can be found almost
anywhere. In Slovakia, supermarkets and
hypermarkets owned by international or
national groups are important outlets for
price-sensitive Christmas shopping.
Malls and department stores sell Christmas
items with a little more differentiation at a
slightly higher price, including branded
offers. As yet, this segment is limited in
size.
A special character of the Christmas market
is its seasonality. Exporters opting for this
segment must be aware that, as opposed
to, say, tableware or storage, Christmas
sales have a limited time slot in the sales
calendar.
Considerations for action

Know your market including the main
distributers and brands, the trade fairs, and
consumer needs, and apply your knowledge
to drive innovation in production, market
development, pricing strategies, investment
in packaging and communication, etc.


E-commerce is also prevalent in Slovakia,
sometimes complementing brick-andmortar retail. Both business-to-consumer or
wholesale platforms can be found.
Examples are Kvetyonline, Topdecor and
Dekomark.


Slovakia has a lively culture of ‘making your
own’: consumers are encouraged to make
their own Christmas decorations and
Christmas gifts. This is fed by suppliers of
raw materials (anything from ribbons to
twigs), retailers and sites for hobby and DIY
activities, and supported by magazines and
TV. Part of this trend feeds into the
recycling theme, as retro or just last year’s
Christmas items can also be upgraded to
serve another Christmas. To some extent,
this can be a threat to the market for
ready-made Christmas decorations.

A seasonal market such as Christmas can
be attractive in a concept where other
festive occasions are also considered
(Valentine’s Day, weddings, Easter,
birthdays, etc.), or where the exporter
already has a footing in the regular midmarket for home decoration.
E-commerce is growing in importance.
Consider targeting online retailers, in order
to reach a broader range of customers. This
means, however, supplying small batches/
individually packed items, being prepared
to pre-stock, and offering more just-in-time
supply concepts. Since e-commerce is
expected to grow explosively in the coming
years, this is a strategy for exporters with
the possibility to scale up in a short span of
time.
DC exporters may offer Christmas items
that leave something to the imagination of
Slovakian consumers who are keen to make
their own decorations by offering semifinished items or items that can be
decorated by
the consumer
(e.g. wooden
Christmas tree
that can be
painted or
decorated).
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: [email protected] • www.cbi.eu/disclaimer
CBI Product Factsheet: Christmas Articles in Slovakia
Market Competitiveness
Please refer to CBI Market Competitiveness for Home Decoration, because
Christmas article competitiveness does not differ significantly from this general
overview. A special ritual of Christmas is that of consumers making their own
decorations, either for themselves or as a gift. This substitution is a tiny threat
for DC exporters. However, suppliers can deal with this by offering semi-finished
items or items that consumers can use to decorate themselves.
Useful Sources
Trade fairs are very important for the promotion of your Christmas articles in
Slovakia. They are important to show yourself and for networking. The following
fairs are outside Slovakia but they attract many international players:
Ambiente : http://www.ambiente.messefrankfurt.com
Maison et Objet : http://www.maison-objet.com
Xmas world: http://christmasworld.messefrankfurt.com
This survey was compiled for CBI by ProFound – Advisers In Development
in collaboration with CBI sector expert Kees Bronk (GO - Good Oppertunity)
Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: [email protected] • www.cbi.eu/disclaimer