# Holiday Matured Holiday merchandise gets an upscale overhaul to appeal to adults. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Jun 18, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/maturated-holiday ## Key Figures - Trend score: 4.1/10 - Evidence articles: 6 ## What is the Holiday Matured trend? **Holiday Matured:** Holidays have long since been focused on children, but as the number of DINKs (double income, no kids) rises in North America, brands are augmenting holidays to be more appropriate for adult consumers. Often placing a darker spin on celebrations, these innovations create something more mundane and appealing for the nine-to-five demographic. ## At a Glance - Evidence: 6 featured examples - Articles from: Nov 1, 2013 to Apr 14, 2014 - Published: Jun 18, 2014 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Holiday Matured trend ### Adult-Targeted Holidays Brands are transforming holidays into more mundane and alluring events for adult consumers, with a particular focus on DINK (double income, no kids) demographics. ### Artistic Easter Eggs Easter egg hunts are being elevated with designer, artist, and architect embellished eggs in charity events such as 'The Big Egg Hunt NY'. ### Innovative Egg Packaging Easter eggs are stylized with text, typography, and customizable carton assemblies that appeal to editorial-inclined graphic designers and text-enthusiastic creatives. ## What the Holiday Matured trend means for industry ### For Holiday Merchandise There is potential for brands to explore holiday merchandise to include more significant, adult-targeted events to capture emerging DINK demographics. ### For Product Packaging Packaging can be embellished with typography and customizable carton assemblies, adding another layer of attraction and exclusivity to the product. ### For Luxury Hotels and Tourism Hotels could incorporate in-room holiday traditions, including Easter egg hunts, to prompt more separate travellers, families or couples to stay overnight or over a short vacation. ## Trend signals for Holiday Matured Trend score 4.1 out of 10, from popularity 60%, activity 54%, freshness 8%. - Popularity: 60% - Activity: 54% - Freshness: 8% ## Examples of the Holiday Matured trend 6 featured examples from Nov 1, 2013 to Apr 14, 2014. - [Typographical Easter Eggs](https://www.trendhunter.com/trends/typo-egg-packaging): Typo Egg Packaging is a Terrifically Texty Gift for a Graphic Designer (Category: Lifestyle) Implication: Developing customized egg packaging, integrating typography into packaging design, or working on creative Easter egg designs for clients. - [Prickly Manicure Designs](https://www.trendhunter.com/trends/rose-noir): The Rose Noir Nails are a Fresh Take on Sharp Fashion (Category: Fashion) Implication: Opportunity for beauty salon and spa owners to introduce edgy and unique nail designs to attract clients. - [Artistic NYC Easter Hunts](https://www.trendhunter.com/trends/easter-egg-hunt): 'The Big Egg Hunt NY' Kicks Off April with its Easter Egg Hunt (Category: Art & Design) Implication: Charities and non-profit organizations can incorporate a unique element to their fundraising strategies by organizing similar events that combine art and fundraising. - [Abstract Anatomy Exposing Loafers](https://www.trendhunter.com/trends/lavish-bones): The Lavish Bones Loafers are a Mixture of Scary and Chic (Category: Fashion) Implication: The Lavish Bones Loafers demonstrate the potential for disruptive innovation in the footwear industry by introducing unconventional and avant-garde designs that cater to niche fas… - [Couture Christmas Tables](https://www.trendhunter.com/trends/christmas-table): Lanvin Dresses a Lavish Christmas Table for ELLE International (Category: Marketing) Implication: Lifestyle/homeware brands are partnering with fashion designers to create holiday-themed home decor products and displays. - [Hotel Easter Egg Hunts](https://www.trendhunter.com/trends/egg-hunt): The Thompson Chicago Hotel is Offering an In-Room Easter Egg Hunt (Category: World) Implication: Hotels and resorts can cater to families and couples looking for unique and playful holiday experiences by offering in-room Easter egg hunts. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)