Today’s Big Story

The Business of Christmas Trees

America is becoming less Christian, but the popularity of Christmas trees keeps growing

Have you got your tree yet? That is, if you’re not Jewish or living in an Asian country like me. Now’s the prime time to decorate that evergreen—be it real or fake. Although, according to the American Christmas Tree Association, more than 80% of U.S. households displaying a tree this year will opt for an artificial one.

And yet, between 25 and 30 million fresh trees are sold each year. Which is why there are still around 15,000 tree farms across the country, growing varieties—from Fraser firs and Balsams to Douglas firs—to keep up with the demand for an authentic product. Of course, not all the trees that are planted get harvested each year. Growing trees is a long process, and it takes several years (anywhere from six to 12 years) for a tree of average size to be ready for harvesting. Currently, there are 350 million trees growing on farms around the country.

One of the best things about a real tree: It fills the room with an unmistakable scent of fresh pine needles. And suddenly, it just feels Christmas-y. Even as America’s religious makeup becomes ever less Christian, the popularity of Christmas trees keeps growing, and according to Quartz, the market today for trees and decorations totals more than $5 billion. Last year, for example, consumers bought 21.6 million real Christmas trees at a median price of $75 each.

Then again, there are still plenty of people who prefer their trees to be plastic: no messy needles on the floor, no fire hazard, and nothing to dispose of come January. Plus, you can take it apart and put it in the closet for next year, and not have to pay for a new tree.

Last year, the U.S. imported close to 20 million artificial trees—almost all of them made in China. According to a survey from National Tree Company, an importer and wholesaler of artificial Christmas trees, 35% of consumers plan to purchase a new artificial tree this year, with 31% saying they’ll spend up to $200 on it.

An Unusual American Moment

Is Luigi Mangione a hero? A killer? Both?

Around the same time the #FreeLuigi memes featuring the mustachioed plumber from Super Mario Brothers mushroomed online this week, commenters shared memes showing Tony Soprano pronouncing Luigi Mangione, the man charged with murdering the UnitedHealthcare CEO in Manhattan, a modern-day folk hero. There were the posts lionizing Mangione’s physique and appearance, the ones speculating about who could play him on “Saturday Night Live,” and the ones denouncing and even threatening people at a Pennsylvania McDonald’s for spotting him and calling police.

The Associated Press asks, “How can so many people consider someone a hero when the rules that govern American society—the law—are treating him as the complete opposite?” They spoke with a political science professor who said she views the threats against election workers, prosecutors and judges ticking up—plus the assassination attempts against Donald Trump this past summer—as possible signs that personal grievances or political agendas could erupt. “Americans are voicing more support for—or at least understanding of—political violence,” she said.

Meanwhile, corporate America is on high alert and seems to be rightfully scared. Corporations are scrambling to protect their senior executives as police warn of an elevated near-term threat against business leaders. Boards are reassessing security budgets to hire bodyguards. And CEOs and others in the C-suite are being told to delete their digital footprints.

More Beans, Less Steak

Experts release 2025 dietary recommendations

The Department of Health and Human Services recently released the Scientific Report of the 2025 Dietary Guidelines Advisory Committee. This report recommends changes to the current dietary guidelines based on the latest nutrition research. The official guidelines are set to be published sometime in 2025, but the advice from a panel of nutrition experts was released this week … in case you want to get a healthy start on the new year.

The fresh recommendations build on existing evidence that foods like red meat, and the overconsumption of salty and sugary foods, can be linked to health risks. Americans should strive to eat less meat and saturated fats, while upping their intake of fiber-rich legumes (i.e. beans, peas and lentils), fruits and vegetables. It also addresses topics like portion sizes and the practice of intermittent fasting. The panel said, “time-restricted eating, especially when foods are consumed earlier in the day may be linked to improvements in metabolic conditions.”

More than half of American adults struggle with chronic health conditions—like type 2 diabetes, obesity and cardiovascular disease—for which unhealthy diets are a risk factor, according to the advisory committee. Reducing consumption of saturated fats has been one of the DGAC’s “most consistent recommendations” since its first guidelines were issued in 1980, per the report. However, the new report did not take a stance on consuming ultra-processed foods, which studies have shown can be linked to adverse health effects, prompting an outcry from some health experts.

The Grandpa Shoe Goes Hype

The world’s dorkiest walking shoe, is suddenly … cool?

After years and years of “Dad shoes”, it seems like it’s time for Grandpa shoes to step into the spotlight. Suddenly, fashionable people are flocking to the geriatric designs of a 59-year-old French footwear brand known more for orthopedic comfort that cutting-edge designs. Meet the Mephisto.

Once the butt of jokes about aging ungracefully, the shoes have recently become an It-girl and hypebeast favorite. With orthopedic soles, bulky profiles and a delicate retro label, Rory Satran writes in the Wall Street Journal that Mephisto appears to be “the last frontier in the exodus toward chunky, practical shoes that has propelled brands like Birkenstock and Crocs to global dominance.”

Style writer Jacob Gallagher agrees. He says that while “the brand’s shoppers have traditionally been more AARP than Gen Z,” they’re suddenly taking off with younger, in-the-know shoppers. Case in point: a collaboration with influential retailer Brian Procell, dropping today at his shop in New York. Sounds good to me. Why suffer for fashion when you can bask in easy comfort?

The Gifts Your Pets (and Pet Lovers) Really Want

What to get all those good boys and girls

For that fuzzy little thing that follows you around constantly. Or for your friend who loves their pet maybe a little more than they should. But who can blame them? Animals are awesome—they keep us sane and make us laugh during the depths of seasonal depression and they deserve gifts too. Sure, they're happy playing with a simple piece of cardboard and will usually ignore the bed to sleep atop a pile of laundry, but they could probably use a little something nice too.

Listen to your inner voice.