Ye olde Christmas
Anyone feeling extra warm fuzzies about Christmas this year may be tuning into the general nostalgic yearnings about this festive season.
Retailers, entertainers and foodies agree Christmas 2022 is all about familiarity, traditions and the warm comfort of nostalgia.
Director of giant retail agency Haven Global Yvonne King says nostalgia has exploded this year across toys, fashion and entertainment.
“Nostalgia has never been present across so many tiers, product categories and retailers as it is this year,” King says.
“The big difference we’re noticing is that it’s not just for kids; it’s all age groups. It’s about comfort and familiarity. During so many natural disasters, Covid and wars, everyone gets nostalgic for happier, quieter, safer times.”
At Kmart, nostalgia is appearing in many Christmas products, from vintage tree decorations and fragrances through to tableware, according to marketing general manager Rennie Freer. Gingerbreads cent ed candles are already selling strongly, along with coloured glass that is a nod to decades past.
“The current trends generally encompass an element of talking to the past, and this nostalgic trend is a nice way to reflect on simpler times and the importance of being around family and friends,” Freer says.
“After a tumultuous couple of years, customers are loving the return of anything that gives them a sense of comfort and security – motifs and trends that revisit their childhood memories are having a big resurgence. Traditional Santa and Rudolph characters, candy-cane red and classic prints talk to this nostalgic trend, with a touch of localism. We foresee this trend continuing across homewares, events and fashion.”
FAMILY TIME
King is seeing nostalgic trends in imagery of brands that are more than 50 years old, such as Dr Seuss, Sesame Street and Smurfs appearing on items such as Peter Alexander “fam jams”, which are pyjama sets for the whole family.
“It’s about the family feeling so close and connected that they even want to wear the same pyjamas, and we’ve seen the popularity for this reflected in sales,’’ King says.
There are father and son AC/DC tees, and cartoon characters, especially Teenage Mutant Ninja Turtles, are popular in apparel and toys. But nostalgia is also alive on stage.
COMING TOGETHER
There are productions of A Christmas Carol in Sydney and Melbourne, and Melbourne festive fans can take an immersive walkthrough at Melbourne’s Christmas Wonderland, complete with Mrs Claus’ bakery and candy land, where she tells children stories.
A Christmas Carol director Jamie Manton says: “It’s the message, especially after long lockdowns, that’s so important, which is about coming together and community.
“The busier we are, the more we also want to come together and celebrate Christmas rituals and love.”
Australian clothing, accessories and homewares brand Binny has built a range around the red-andwhite Christmas star traditions. The European folk-inspired design is on their aprons and dresses, aside from tablecloths, placemats, and napkins.
Freedom is taking a traditional White Christmas theme this year, complete with snowy, glittery decorations, white poinsettias and lots of 1980s-inspired bows.
RETRO FEEL
Freedom head of design Kate Hopwood says there are also 1970s-style decorations, reminiscent of childhood and family connections.
“I’d like to think some of the happiest memories of childhood happen around Christmas time,” Hopwood says.
“We go into adulthood and want to retain the magic with gentle reminders of the past to help comfort people, give them a relaxing feeling and a feeling that takes them to when they were the most excited about this time of year. “It could be through food, a hug, a fragrance, getting to see people we haven’t seen for a long time, giftgiving or decorations.”
Even the boozy desserts of old will be featured on Christmas tables this year – think trifle, flaming Christmas pudding or eggnog martini. Australian Distilling Co has even concocted some recipes like the Shiraz Gin Raspberry Jelly Trifle to reflect the trend.
Adairs merchandising manager Charlotte Forster says Christmas season has started early. “Our customers are wanting Christmas to come sooner this year, which is different from previous years – they’re ready to get into celebration mode,” Forster says.
“We also see a big trend in beautiful linen tablecloths, napkins and placemats, whether dining inside or outside, and there’s a lot of vintage-style decorations in glass, with snow and nutcrackers featuring heavily.’’