During most of the 1990s, as the “we” decade replaced the 1980s “me” decade, Americans concentrated on home and family. They spent money building ever bigger houses, and then more money furnishing and decorating them. Home entertainment centers, personal computers, and gated communities contributed to a sense of the home as a sanctuary. Decorating for the holidays expanded from a sprig of mistletoe and a tree in the living room to encompass nearly every room in the house. Martha Stewart and her domestic skills became the model for millions of Americans. As a result, the furniture and decorative accessory industries flourished as never before. The High Point furniture market has expanded almost to the bursting point. Gift and collectibles manufacturers have created home decor divisions to cash in on the trend, as gift retailers found that their customers were willing to spend more money on decorative accessories.
It’s been a great party, and it continues. But there are also signs of an emerging focus on “me” once again. It can be seen in the exploding demand for jewelry. Upscale Tiffany’s and mass-market Zales both experienced double-digit sales increases during the 1999 holiday season. The American Gem Society reports that sales increases among smaller jewelry retailers are the greatest they have been in ten to 15 years. More importantly, many gift store owners have expanded their jewelry offerings, and baubles, bangles, and beads are a growing presence at most gift shows. One industry observer feels that Americans may be tiring of spending money on “we” and are looking, instead, to spend cash on “me.” That’s just one of the driving forces behind the jewelry phenomenon that editor Sarah Krall learned about while researching her article, “The Case for Jewelry,” which begins on page 179.
It could be déjàvu all over again. After all, the ’80s “me” decade got off to a roaring start with the election of Republican Ronald Reagan. And, although at press time our choice for president was still unclear, Republican George W. Bush could well be taking the oath of office come January. Regardless, the hunger for jewelry is a trend that is expected to remain strong for at least a decade, and with this issue,Gifts & Decbegins expanded coverage.
We also point to some other trends and make a few forecasts in this issue. Color trend expert Leatrice Eiseman (page 48) believes that demographics and social concerns will drive the colors we’ll be seeing in the years to come. Among her selections are cool blues and hot reds. Our Internet columnist, George Matyjewicz (page 34), predicts that some kind of sales tax will be imposed on Web-based sales and that prepaid smart cards won’t find a friendly audience in the U.S.
Trend calling is always hazardous, and it’s a good idea to hedge one’s bets. Here’s my hedge: If the next ten years don’t turn into a full-blown “me” decade, how about a “mini-me” decade?
