Real and fake Christmas tree sellers are fighting over American hearts and minds: NPR

In this Christmas shopping period, a marketing war for the hearts of families is intensifying between real and artificial tree industries. The companies behind every type of tree go there with online advertising campaigns, trying to convince you that theirs is better.

In a social media video, upbeat rhythmic music and chirpy fruit trees sing: "That smell, that wonderful smell of a cool Christmas tree." That beautiful scent that fills the house. to be manufactured. "

The agricultural Christmas tree industry will spend more than a million dollars this year to ask you to "keep the reality".

It's like the "Got Milk" campaign: These online videos are developed and paid for by tree growers as part of a program overseen by the USDA.

Casey Grogan is one of these producers. His crews cut and ship about 60,000 Christmas trees in just 10 days from his Silver Bells Tree Farm, about an hour south of Portland, Oregon.

According to Grogan, it takes at least eight to ten years to grow and carve a fresh tree. And artificial trees look more like new trees each year.

"They steal our concept and our art," says Grogan.

Grogan's is one of many commercial Christmas tree farms located at the base of the Cascade Mountains of Oregon. He lived here all his life. But even some of his longtime friends in town have started buying fake trees.

"I just do not care about that and ask them," What are you doing? "Said Grogan. "Come on, you know, you're an outdoor person, why do you have an artificial tree?"

They usually tell him that it's just easier. And the artificial tree industry says it to everyone.

"They can be remarkably real"

In a video on the American Christmas Tree Association's Facebook page, a man standing in front of an artificial tree in a well-lit shop says: "Real or artificial, there is no wrong choice for choosing the Christmas tree Perfect for your family this season, think of factors such as price and seasonal allergies when picking your tree this year. "

The American Christmas Tree Association is based in Los Angeles and is led by Jami Warner. She says her association represents manufacturers and retailers of real and artificial trees.

"We are very agnostic about Christmas trees," says Warner. "We think it's a personal choice .We are very concerned about fire safety, we are concerned about the ease of use, reusability."

She insists that all Christmas trees are good Christmas trees. For artificial, she is aware of all trends.

"There is a new technology on artificial trees," she says. "They're better than ever, LED lamps last longer and do not break, trees can be pre-fluffed, there are loose-leaf trees and instant trees that come together in seconds. And they can be remarkably real. " His organization said that people had found more than 21 million plastic trees in the United States last year.

The operating budget of his association is less than $ 200,000. But some big artificial tree companies do their own marketing. For example, this season, the artificial tree business Balsam Hill is sponsoring the Hallmark chain and the holiday tour of singer-songwriter Jewel.

Aiming at decision-makers: millennial mothers

Tree growers continue to respond with their own videos online. One of them asks: "In a few years, what do you think you best remember? Assemble an artificial tree that you got out of the attic? Or go out with your family to select the tree that is it right for you? "

Behind this video is Marsha Gray, executive director of the Christmas Tree Promotion Council and the Keep It Real campaign.

Gray is looking for young decision-makers online.

"The millennial mom is our best place for fun," she says. "She gets her information while shopping online, and that's where we hope to join her."

Fresh Christmas tree growers want to be part of the first families, says Gray. "First marriage, first children, first home, these are key moments for our industry," she says.

So they spend most of their farmer-funded budget on social media advertising.

This year's video campaign is specifically aimed at millennia and people who may never have had new trees in their childhood homes. The video shows families picking real trees so that those who have not yet done so can view the experience, says Gray.

This spring, tree growers will have the choice to continue their campaign by winning 15 cents per tree sold if they sell more than 500 per year.

But it may take a decade for farmers to know if the campaign has worked, Gray said. At that time, Casey Grogan's noble spruce seedlings will be ripe. This year, he still has to guess the number of plants to plant.