Consumers Seen Rejecting 'Green Christmas' Trend

Missed Opportunity?

Stacy Janiak, U.S. retail leader at Deloitte, said retailers were missing a valuable opportunity by not promoting green products or eco-friendly business practices.

According to a survey commissioned by Deloitte, 18 percent of respondents said they would purchase more eco-friendly products this holiday season than in the past, and 17 percent said they will shop at more green retailers.

"Another key fact from the survey was that 17 percent said they're willing to pay more for green gifts," Janiak said.

"That's a big marketing opportunity for retailers. If they're not taking advantage of it this holiday season, you can bet they're going to through the upcoming year."

One retailer making a big push is upscale department store operator Barneys, which sent out a catalog emblazoned with the words, "Have a Green Holiday."

Not worried about its higher-end customers pulling back on spending, it is advertising organic cotton products like a $595 dress and a $68 T-shirt.

But many retailers are debating how far they should push the green concept and whether customers even want these items. Brooks said L.L Bean had not seen an overwhelming demand for more organic cotton or bamboo products.

A spokeswoman for Target said that while the discounter sells items like organic cotton sheets and energy-efficient lighting, it was not incorporating a green message into its holiday marketing. Wal-Mart also said it did not have a green marketing plan in place for Christmas.

Although J.C. Penney opened a new department store to test eco-friendly building methods, a spokesman said it was too soon to make a big push to sell and promote green merchandise.

"It's something that is growing in importance with the customer," he said, but added: "It's early days."

But NPD's Cohen said the green trend was already over.

"It's basically a card that a lot of people played while it was hot and trendy," he said. "And it got overplayed."