Last week we received a Dobbies customer e-mail notifying us about the start of a 20% off promotion on their Malmo garden furniture range, which came as a surprise given we had heard of good early season outdoor living sales at other garden centres we have visited recently.
With thoughts of Easter and beyond in mind we thought we should ask about sales across the country and expectations for the rest of the season given the increases in household bills and the uncertain geopolitical situation.
Justin Williams at Fron Goch told us: “I think your point about geopolitical uncertainty is a valid one - no doubt some people will thinking twice regarding visiting USA; we may see greater number of people again using staycations, especially with some decent weather experienced recently.
“I feel the biggest change may come from:
- We are five years on now from the beginning of covid, we are starting to trade out of the fall out of that expectational period. For the last 2 or 3 years we faced a customer base that had saturated their need/want to garden and staycation - opting instead for social activities, if at all possible abroad in the sun. After all we forward sold about 3 years’ worth of furniture in one year really!
- We have all struggled to find our new base level, with many, me included, over buying for a saturated market. This has affected margin on outdoor living items for the last 3 years.
- Our customer base has been facing inflationary pressures from the Covid and Ukraine war affect - with many people either feeling poorer or concerned and behaving more cautiously.
- At present, albeit if we ignore USA trade announcements, we have a period of greater financial stability and with most working people likely receiving a pay rise likely of double the annual inflation figure for 2024. Granted we are all yet to see the inflationary consequences of the budget changes but I people feel more secure and less worried, therefore more open to spending.
- We are also facing a general decline in the high street and some shopping centres - times have been hard and the strongest and best will survive and attract the customers. If we're doing a great job, we are likely to do well; not everyone is.
“Here at Fron Goch we are seeing better like for like growth in our current financial year of 11% , with better plants and furniture sales too and I feel this is likely to continue until the end of year. Odds on we will have better weather than last year too.
“I'll put my neck out and say I have strong to high expectations for the rest of year, if international disruption avoids us.”
Sarah Squire at Squires Garden Centres said: “After a good March, early April is shaping up well too. It is great to have enjoyed a settled period of lovely spring weather early in the season, following some recent springs where the weather has ranged from below par to dismal.
“We always seem to need more than just the odd day or two of sunshine to get people out and thinking about their gardens and this year the weather has obliged. To see customers enjoying purchasing plants and core gardening products is very encouraging and energises us all.
“Of course the weather is driving this, but with so much economic and geopolitical uncertainty, I believe that plants, gardening and nature can be really uplifting for people.
“I hesitate to make any predictions or hold too many expectations because the world is such a topsy turvy place right now but the weather forecast looks pretty settled for a little longer which is a good thing for the whole of our industry.”
Will Blake, St Peters Garden Centre in Worcester and GCA Chairman: “Yes, it's been very busy so far, and we're expecting it to continue through until Easter, and hopefully beyond. A good early start to the season, and now people have started gardening projects, I'm sure they will continue regardless of any dips in the weather.
“Interesting point about Dobbies discounting early; we've seen some good early sales on garden furniture and BBQs, (March was 300% vs 2024), so we wouldn't necessarily do blanket discounts. Having said that, we do have a calendar of promotional activity to encourage customers to come to us, so this will be happening regardless.
“I agree, with everything going on in the world and rising costs, and better than normal weather, I think people may spend more time in their homes and gardens, which should be very positive for us.
“Long may the good weather continue! It was long overdue due and will really help our industry after a couple of very tough years!”
Simon Bourne at Perrywood in the East of England added: “Isn't it wonderful to see some proper sunshine in spring! It certainly makes us feel much better in this industry.
“We're super confident as usual that Easter will be good. We always think we can do more and we always try and sell as much as possible instead of being happy with artificial targets. That being said, if the weather takes a turn, we will be disappointed but we will have the confidence that gardeners have started early this year and that there is strong demand on plants, garden sundries and garden furniture. Garden furniture has been VERY good so far and I think it will continue.
“My thoughts on holidays are that people are taking more and more, I don't agree that geopolitical uncertainty is stopping them but I also think that there is a sector of the population with more and more disposable cash and therefore there is enough to spread around. Listen to the headlines and you would believe that no one has any money but head to the supermarkets and trolleys are full of more expensive foods, head to the restaurants and they are busy and look at cars in the car park and there are still plenty of brand new ones.”
In the South West, Mike Burks of The Gardens Group told us: “Furniture sales are at record levels and it seems somewhat odd that some retailers are already discounting.
“We have had an extraordinary start to the season with March 26% up and early April at record levels too. And it is in core gardening and garden furniture where we have the biggest increases.
“It’s all down to the weather and a reaction to how dull and wet the winter was.
“The good news is that a bit of bad weather now won’t totally dampen sales as gardeners will be on a roll and will have a momentum that they just didn’t get last spring.
“Retail prices have risen because of the government’s budget but this isn’t hampering sales.
“In the 5 recessions that I think we have experienced whilst running The Gardens Group we have found customers perhaps not taking that second foreign holiday and instead spending it in their gardens. Gardening is a relatively inexpensive hobby and as its also great for physical health, mental health and, if done correctly, good for the environment and so it’s positive all round.
“Climate change has meant that the weather is such a lottery that predicting anything is somewhat foolish but I’m cautiously optimistic!”
David Yardley, CEO of Klondyke Garden Centres reports: “Sales have continued into April so far and we reckon the frustration of the past two years of poor weather has got people out in their gardens and doing projects or tidy ups. Furniture sales have been good so far and up on last year but still a lot to sell. We have not had to discount anything other than end of lines and last ones from previous years and new ranges have been well received.
“Will this be a good season or an average season, who knows? It will be the weather as always that determines this. It’s good to have some cash in the bank but there are a lot of weeks left in the season. We have to make the most of the good weather whilst we have it but not get carried away.”
Adam Wigglesworth at Ayletts in St Albans was in a very chirpy mood saying: “Furniture and outdoor living sales are very strong here. We have no problem selling high priced sets and expensive gazebo's.
“When the sun comes out the car park is full and people are shopping. We were 24% up in March, not a record breaker but a great start to the year. I’m very chirpy as we have a decent weather forecast for next 10 days through to easter.”
The last word goes to Derek and Andy Bunker at Altons: “The age-old answer is: Weather, weather, weather. That is 90% of the reason, nothing to do with the timing of Easter. Even with all the doom and economic gloom.”
Andy Bunker added over the weekend: "Just to add a little more meat on the bone, I’m sure it’s out there with one of these statistics companies but if you do a direct a direct comparison on the doom and gloom years because of the following:
- Interest rates – highest ever
- Fuel prices 2022 over £7 a gallon
- Poor interest rates on pensioners savings
Just three that jump to mind.
"Then take the following to get to my point: Trade in March to May in 2022, add in the weather, then all three of the above have no bearing on how trade was.
"Personally, and it’s not really any different but there is very rarely any good news but the sun is shining in most of the country all over the weekend and we are all very busy in all departents. Yes it’s been tough, very tough. I spend a lot of time on the shop floor and I am noticing what i call the “occasionals” out already when normally I see and feel them in May.
"With Easter again, if it stays similar weather to present then the public will be gardening."
Mark Scott, Commercial Manager at Gordale in Cheshire has told us: "Once again the sun shone in March, reminding us of the glorious lockdown weeks in 2020 when there wasn’t a cloud in the sky, and people were stuck at home desperate to garden! Five years later and we are open and optimistic as trading has seen a good uplift, particularly in the core areas of plants, garden care and outdoor living.
"I’m a big believer in holding your nerve when it comes to discounts. Yes there have been challenges in the marketplace, with both economic pressures and overstocks from the post covid boom, but I hope that most retailers now have rebalanced and restocked to sensible levels meaning that discounting really should not be necessary. Of course businesses require steady and regular cashflow to keep them moving and to pay the ever increasing bills, but they also need profit if they are going to survive. Profit to re-invest to improve, profit to provide the income for the business owner and profit to help the business cope with unexpected problems, even bigger bills or less than favourable trading – both of which have damaged retailers in recent years.
"It is therefore vital that we take every opportunity to maximise our profitability that is available to us and strong outdoor living sales early on are a great opportunity for good profit building.
"There will always be someone cheaper – the internet trader with a cheap(er) BBQ, a slightly less expensive (and/or poorer quality) casual dining set but we are “experience” retailers - our stores are destinations for people who want a nice way to spend their time and their hard earned cash. "People want to come to Garden Centres, and as an industry we are pretty amazing at what we do – customers love our spaces, our people, our hand picked products and our passion so please have faith and hold your nerve.
"Here's to the continuation of the sun, and a very profitable 2025 gardening season."
Beth Ingram, General Manager at Planters reports: "We have seen good furniture sales across the group and have injected our range with some new pieces which seem to be going well. We have reduced our prices slightly to compete with the online market."
At British Garden Centres, Amy Stubbs has told GTN Xtra: "Overall we are still feeling very optimistic for Easter and beyond, we have had a great start to spring and this weekend we have offered our family card members an extra incentive of 10% off and this has really given some strong furniture sales.
"We feel that because the season has started off well, it will “give people the bug” to keep on gardening and enjoying their outdoor space!"
Caroline Owen Scotsdales in Cambridge has just added: "We have had a very good March and it is across all categories.
"I am sure that with the weather forecast for the next ten days we should see a very good Easter. Last week we were very positive against last year even taking the Easter Bank holiday 2024 into consideration. And for a garden centre that is very horticulturally focused its very good.
"Furniture sales have been exceptional on last year and we can all offer 20% off it just depends what the original retail pricing strategy was, lets see if that carries on.
"We always run a 20% discount off certain sets the last two weeks of Februray and this year with similar weather to last sales were 50% up in that period.
"I do think that our customers love the safe haven of a garden centre and with the world as it is I think we will continue to see that, easy parking, lots to look at and a lovely place to have a cup of coffee, what could be better.
"I am very optimistic for a good season with a small caveat that we still need a decent May."
Alan Roper, Managing Director of Blue Diamond Garden Centres says: "It's just the weather playing its part.
"Given it’s been on the dry throughout February and March significantly below the average rainfall, the figures were bound to be stronger. At some point the jet stream will shift and we will get above average rainfall so let’s hope it isn’t May!
"Make hay whilst the sun shines, it’s far too early to read this as a good season, focus on now, don’t overthink would be my advice."
Matthew Bent at Bents Garden & Home has just told us: "We are finding a very similar pictures to what others are saying, and how customers are spending.
"Not sure about diverting money from holidays, it would be good to see what the travel firms say as holidays have been booming recently.
"The weather is the big factor and influencing customers spend, it is probably the best weather we have had since 2020 and it really helps to lift the mood when the news in the press is so depressing.
"We also think it is 4/5 years since customers invested in the garden and so potentially time to replace plants, garden furniture, bbqs and accessories which might looking a bit old."
If you'd like to add your views and thoughts about Easter and beyond please use the coments link below or e-mail trevor@pottingshedpress.co.uk
