Throughout its 45+ year history, Glee – the UK’s largest and most prestigious garden trade event – has taken place in September. However, 2022 marks an exciting new chapter for the exhibition as, following a period of extensive research and consultation, and in a move designed to better support the evolving needs of the garden retail sector, the 2022 event will take place in late June (28th-30th) at the NEC Birmingham. Here, the Glee organisers explain the reasons behind why the gardening industry will be congregating in high summer.
A new chapter for Glee in 2022
There is no question that the events of the last few years have cemented changes in the way we shop, which, in turn, has changed the way retailers look to onboard new and existing product orders. Demand for gardening products and associated sundries has grown exponentially, with two key sales periods being clearly identified – February to June, and September to December. Wanting to remain responsive to these changes has led Glee to a period of significant consultation, the results being one of the biggest changes that Glee has made for many years – a move to late June.
Better situated within changing buying cycles
Glee in June offers better synergies with buying cycles. With longer lead times – up to 12 months in advance - shaping professionalised buying practices, this change in the timing of Glee will provide improved access to products that meet peak seasonal sales demand and will enable retailers to forecast and manage these peak periods more confidently.
Of those consulted, over 57% stated that lead times have extended significantly, making September too late to complete comprehensive buying for the year ahead. With a June date, retailers can undertake all their buying under one roof, minimising time spent on the road visiting showrooms, whilst also working with live data resulting from quarter one financial assessment and monthly range performance assessment, something that over 66% of those consulted confirmed they now undertake.
The centre of the events calendar
Glee’s new date looks to also position the show more centrally within the wider exhibition cycle. Glee’s late June timing make it easier for many companies to exhibit at the NEC, by spring boarding from complementary events earlier in the calendar. The benefit for visiting retailers is that they will have even more choice and access to brands that they may not otherwise see. What’s more, access to Glee is improved for international visitors already on the exhibition trail in mainland Europe.
Leaving space for Christmas
With Christmas driving the forward focus in September for many retailers, Glee moving out of this crucial space will enable retailers to concentrate on the key sales period like never before, safe in the knowledge that their spring and summer orders are in place and stock is winging its way to them when it is needed most.
Maximising DIY, grocery and home & gift sales opportunities
The benefit of Glee’s realigned timing is also well supported by suppliers, with 72% of those exhibitors consulted wholly supporting the move. June aligns with the supplier sell-in period to DIY and grocery accounts, whilst enabling an extended consultation period with garden centres. A move to earlier in the year also offers improved growth opportunities for home and gift retailers who want to maximise Christmas sales.
Find out more
To keep up to date on the latest Glee news visit www.gleebirmingham.com. To enquire about exhibiting at Glee 2020 call +44 (0)203 3545 9752.
