The price of this holiday season

Holiday spending is set to see changes as tariffs lead to rising prices among artificial Christmas trees and decorations.

By Rosemary Villalonga and Gabriela Martinez, Staff Writers

Santa and Sons Christmas Trees display their noble firs at Valley College's Burbank and Coldwater parking lot as the holiday season approaches. (Isabel Sol for the Valley Star)

The classic Christmas tree has always signaled the start of the holiday season. This year, Santa & Sons Christmas Trees is preparing for the customer traffic amidst an increase in holiday prices and families endure the financial results. 

The cost of Christmas decorations, trees and gifts begin to add up, leaving many to wonder how they will make ends meet. Santa & Sons Christmas Trees, located on the corner of Burbank Boulevard and Coldwater Canyon, is dedicated to bringing festive cheer to the Valley Glen area. 

“It's near our house and it looks nice, it's a nice vibe,” said customer Deborah Weatherford as she made a return to this lot for the third year. 

Mark Rohlfs and his wife, Patricia, founded Santa & Sons Christmas tree farm in Oregon in 1983. They then began the tree lot at Valley College in 2001, with former athletic director Chuck Ferrero and administrator Rick Burley. Their daughter Natalie now runs the tree lot, with 2025 marking their 25th year of selling trees at this location. 

They sell noble fir, nordmann fir, Douglas fir and silver tip trees ranging from three to 19 feet tall. The Rohlfs are currently operating under their standard contract, which will ensure their presence for next year's planned Christmas tree sales. Following the completion of the sales season, they plan to sign a new five-year contract, securing their commitment through 2030.

“We're expecting a small bump in sales this year as less people travel for the holidays,” said Mark Rohlfs.

The Deloitte Holiday Travel Survey found that Americans plan to spend an average of $1,595 this season, which is a 10 percent decrease from last year. Respondents also expect to reduce their spending on both retail goods (down 14 percent) and experiences (down 6 percent). 

According to Mark Rohlfs, prices don't often change much each year. Their real Christmas tree prices will remain the same this year. However, they are expecting tariff-related artificial tree price increases to slow down fake tree sales.

This is as several major U.S. importers have reported that artificial Christmas trees will cost an estimated 10 percent to 20 percent more this season than they did last year because of increased tariff costs. Christmas trees have never been mass produced domestically, and more than 80 percent of the world’s artificial Christmas trees are made in China. This leads to China’s tariff rates heavily affecting the supply of this widespread holiday tradition. 

“We have had quite a few first time real tree buyers ordering through our online sales. I think a lot of younger people just prefer the real thing,” Mark Rohlfs said.

The lot offers U-Pick video call concierge service for those who prefer to choose their tree remotely. Additionally, delivery and installation is also available and recommended for their taller trees. 

With tariffs pushing artificial tree prices to increase, Santa and Sons Christmas Trees plans to continue their company mission. “We’re serving the clientele that prefers that superior grade, higher quality product,” Mark Rohlfs said. “You can count on us to get it done right.”