TOP 10 MISTAKES TO AVOID IN BUYING A CHRISTMAS TREE

NORWALK, Conn., November 22, 2006 -- Stew Leonard’s sells more than 35,000 Christmas trees between all three of its stores, in Norwalk and Danbury, Conn. and Yonkers, N.Y. According to a poll of 350 of Stew Leonard’s customers, 95 percent plan on buying a fresh Christmas tree this year. The majority of whom (74 percent) buy their tree between December 1 and December 17, while 21 percent wait until the week leading up to Christmas.

Stew Leonard, Jr. and the buyers just returned from visiting their Christmas tree farmer whose family-owned farm, located 100 miles east of Montreal, recently won the top national agricultural award for the quality of their trees. Stew asked him what the top 10 mistakes people typically make when buying a Christmas tree and how to avoid them. Here they are:

#1: Not measuring the height of the ceiling to know how tall a tree to buy.

  • As a rule of thumb, buy a tree that is one foot shorter than your ceiling to allow enough room to top the tree with a star or angel.
  • In Stew Leonard’s poll,
    • 31 percent planned on buying a 5 foot to 6 foot tall tree
    • 41 percent were buying a 6 foot to 7 foot tall tree
    • 20 percent set their sights on a 7 foot to 8 foot tree
    • 3 percent bought an 8 foot to 10 foot tall tree
    • 1 percent goes for a 10 foot or taller tree

#2: Knowing what variety of tree best suits your needs and preferences.

  • Balsam Firs are the most fragrant, have long-lasting needles and classic tree form.
  • Fraser Firs are the most popular tree because it offers the strongest branches with shorter needles, so it is easier to decorate and the best tree for heavier ornaments. They also have excellent needle retention.
  • Douglas Firs offer the fullest shape and softer needles, along with a wonderful fragrance.

#3: Deciding where to put the tree in your home.

  • Make sure the tree is placed away from heating vents and fireplaces to prevent moisture loss.
  • It should also not be placed where it would get direct sunlight.

#4: Buying a tree from a reputable and knowledgeable place.

  • Many freestanding Christmas tree lots sell lower grades of trees, or trees that have not been freshly cut.
  • The top grade for Christmas trees is premium, followed by #1 and #2 grades. Stew Leonard’s only sells premium grade trees, and guarantees the tree will remain fresh throughout the season.

#5: Forgetting to test the freshness of the tree.

  • Needles should be glossy and green, not brown and dry looking. The needles should also bend, but not break.
  • When the tree is shaken gently few needles should fall from a fresh-cut tree.
  • Grasp a branch between your thumb and forefinger and pull toward you; very few needles should come off in your hand.

#6: Remembering to get a fresh cut on the bottom of the trunk.

  • A fresh cut of at least ½-inch to 1-inch should be made to eliminate the heaviest build-up of sap and make it easier for the tree to take up water in the stand.
  • Also make sure to get the bottom branches trimmed to allow for at least six-inches of the trunk to stand comfortably in the tree stand.

#7: Attempting to tie the tree onto the car yourself.

  • To ensure your tree arrives home as perfect as you picked it out, be sure to buy your tree from a place that offers to tie the tree on your car for you.
  • Stew Leonard’s provides an easy drive-through service for customers. Once a tree is selected, the customer is given a ticket which matches their tree. They can then go into the Christmas Tree Shoppe to pay for the tree and pick up any other decorations or other supplies they need, while their tree is given a fresh cut and bailed. Once they are ready to leave, they simply drive up to the designated area, where their tree is tied onto the top of their car by Stew Leonard’s team members.

#8: Remembering to buy a tree bag.

  • Always remember to put a tree bag down first, before placing the tree in the stand, to make post-holiday clean-up easier.

#9: Not keeping the tree properly watered.

  • A tree can absorb more than one quart of water a day; remember to check the tree stand several times a day, especially for the first week. If the stand runs out of water, the tree will seal up and begin to dry out.
  • Stew’s tree experts recommend adding Stew’s Miracle Tree – a special formula developed with their growers that replenishes the tree’s nutrients immediately. Simply fill the tree stand with one part Stew’s Miracle Tree and two parts warm water.

#10: Buying enough lights.

  • As a general rule of thumb, 100 lights per foot of tree height is recommended.
  • Be sure to use only UL-approved lights for your Christmas tree and nonflammable decorations for your tree.
  • Remember to turn off the tree lights when leaving home or before going to sleep at night.

Stew Leonard’s Christmas tree shop is open daily from 8:00 A.M. to 9:00 P.M. and also offers a wide array of wreaths, ornaments, lights, stockings and other holiday decorations. For more information, visit Stew Leonard’s website at www.stewleonards.com.

MEDIA CONTACT:
Meghan Flynn, Stew Leonard’s
203.750.6106