As Christmas decorations come down, London's streets will be strewn with real trees waiting to be picked up by council workers, raising questions about their environmental impact and what can be done to reduce waste.
Around seven million Christmas trees in the UK end up in landfill each year, according to industry estimates.
In response, a growing number of schemes in the capital are offering more sustainable alternatives.
One option is to rent a living Christmas tree rather than buying a cut one.
At London Christmas Tree Rental, all of the trees are potted and returned after the festive season to be grown on for reuse the following year.
"Just simply, rent, water, return," said Jonathan Mearns, the founder of the company.