The Gift of Christmas and beyond (GIM Consumer Insight No 10), takes a closer look at gift giving, the trends affecting the market and the opportunity it presents for the garden industry not only at Christmas but on other gifting occasions such as Mothers’ Day and Fathers’ Days.
Retail sales this Christmas will only increase by one per cent (Deloitte) and the average spend on Christmas gifts this year is predicted to fall from £232 to £195 (Moneysupermarket.com).
Recent Ipsos Mori HTA research shows that 45 per cent of people claim to be likely or very likely to visit a garden centre in the next year to look for a garden-related gift.
HTA marketing director Andrew Maxted said:
"Garden centres have built a strong presence in the Christmas market over many years and are widely recognised by consumers as ‘must visit’ destinations in the run up to the festive season. This should underpin footfall in the coming weeks and the challenge will be to ensure merchandising, point of sale materials, and of course, staff are geared to converting that footfall to sales."
Meanwhile, in an HTA project with 110 National Garden Gift Voucher-selling garden centres, increasing point-of-sale visibility increased sales by 4.3 per cent, compared to 1.9 per cent in a control group, showing a doubling in the rate of sales growth.