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Get Your Swag On

Forget a traditional wreath this Christmas, the on-trend horti must have for the festive season is set to be the swag.  

Adding some festive cheer to the front door is a tradition that has been around for centuries, however the typical festive welcome is a wreath made from evergreen leaves adorned with pine cones and ribbons. 

But this year, Waitrose & Partners is mixing it up by introducing a new decoration for doors, with a beautifully designed selection of foliage called a door swag.

The loosely structured swag has been created using spruce and hemlock, which are tied with a luxurious dark purple ribbon, then adorned with painted pine cones, eucalyptus and finished with fairy lights.

The alternative door decoration has proved a popular choice across the pond, as American’s choose to adorn their doors with the more relaxed style of foliage. Google searches for Christmas door swags have been on the rise each Christmas, increasing by 80% over the last four years, peaking in the last week of November/first week of December. The #DoorSwag is also rising in popularity, with just over 5000 mentions on instagram. 

Chris Wood, Waitrose & Partners Florist comments, “We spotted the trend for more relaxed, softer Christmas horticulture growing over the last couple of years and have worked with our expert florists to create this modern, stylish and informal foliage for the festive season. 

“It fits really well with the rise of instagrammable, more informal Boho decor at weddings and seasonal events and definitely gives a feel of understated elegance. We’re sure our shoppers will love this less traditional way of making their home feel festive.”

Shoppers will be able to bag themselves some swag from the supermarket’s Waitrose Florist website from December, priced at £40. 

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