Consumers' willingness to pay for natural Christmas tree characteristics are estimated. Differences in willingness to pay for characteristics by specie knowledge and lack of specie knowledge are tested. Differences in willingness to pay for characteristics by specie are also tested. The results suggests that willingness to pay measures differ by these separations of the sample and, ceteris paribus, sellers of natural Christmas trees could benefit by altering characteristics in accordance with the results of these sample separation tests.