Millennials Are Giving American Tree Growers a Green Christmas

(Bloomberg) -- It’s going to be a green Christmas for U.S. tree growers thanks to millennials who are opting for pines over plastic.

Prices for the iconic holiday trees have surged 17 percent in the past two years, driven by younger consumers who are increasingly seeking locally grown, natural trees, according to a new report from the National Christmas Tree Association and Square Inc.

Demand for Christmas trees had previously waned as baby boomers sought artificial trees as their kids moved out of the house, according to the report. Average prices for the natural trees rose to $73 in 2017 from $64 in 2015, and costs are expected to hold steady in 2018, the report said.

“This is the first time in more than a decade that many local tree farmers are profitable,” Tim O’Connor, executive director of the National Christmas Tree Association, said in a statement.

©2018 Bloomberg L.P.