In the past, you'd buy a matching set and hang it up every year. Now, more and more customers are doing something different: they're building their tree from individual pieces they collect over the years. For a specialty store, this changes what's worth buying.
People buy baubles with a memory attached
A bauble from a holiday, one from their first year together, one someone bought because it made them laugh. These pieces aren't on the tree because they match, but because there's a story attached to them. That's a different buying motive than a box of thirty identical baubles, and there's more margin in it.
The matching tree loses, the individual find wins
You no longer need to sell a complete line. One piece that resonates with the customer is enough to bring them in. For you, this means: don't buy in full series, but in individual ornaments that each, on their own, provide a reason to buy.
What that means for your purchasing
Choose a handful of pieces that stand out among the standard. A glass sausage roll or fatbike does exactly what the customer is looking for: an individual piece with a story they can retell themselves. Place it alongside your regular assortment, not instead of it.
Do you want such pieces on your shelves? On become a reseller you can see the collection and how purchasing works.