The UK’s garden retail sector has significant untapped potential to generate consistent sales throughout the year rather than relying heavily on the traditional spring rush, according to new research from GlobalData. The report suggests retailers can unlock new growth by targeting younger consumers with lifestyle-focused gardening products and experiences that extend well beyond the peak planting season.
GlobalData Report Highlights Shift in Consumer Gardening Habits
GlobalData’s latest report, “UK Retail Hot Topics: Gardening 2026,” shows that the majority of gardening purchases remain concentrated in spring, with 70.9% of UK consumers beginning to buy gardening products between March and May. While spring continues to dominate the market, the research indicates that changing consumer behaviours are creating opportunities for retailers to build demand across the entire year.
The report identifies younger adults as a key demographic capable of reshaping seasonal buying patterns. Consumers aged 25 to 34 are the least likely age group to have access to a traditional garden or outdoor space, with 69.2% reporting garden access. However, they are also the most likely to purchase gardening products throughout the year, with 35.7% buying gardening-related items on an ongoing basis.
This trend reflects a growing interest in alternative forms of gardening, including balcony planting, indoor gardening, houseplants and home-grown produce. These smaller-scale projects provide retailers with opportunities to engage customers regardless of the season while expanding their appeal beyond traditional gardeners.
Weather Remains Important, but Its Influence Is Declining
Retailers Encouraged to Diversify Customer Engagement
Ashley Adeyemi, Retail Analyst at GlobalData, said retailers should adapt to evolving consumer motivations rather than relying solely on favourable spring weather.
“Spring will always remain the key trading period for gardening, but retailers cannot rely on seasonal demand alone to grow the category. Weather is still the biggest purchase trigger, but its influence is weakening, while replacement purchases, hobby gardening, and new outdoor spaces are becoming more important. Retailers must therefore create reasons for consumers, particularly younger shoppers, to engage beyond the traditional spring peak.”
The report suggests that gardening is increasingly becoming a lifestyle activity rather than simply a seasonal necessity. As consumers embrace indoor plants, edible gardening and compact outdoor spaces, retailers have an opportunity to position gardening products as year-round purchases.
Discount Strategies Could Support Repeat Purchases
GlobalData’s research found that pricing remains one of the strongest factors influencing where consumers choose to shop for gardening products.
Reduced prices were identified as the most attractive promotional offer by 47.2% of respondents, while 45.6% preferred percentage discounts. Rather than focusing these offers solely during the busiest spring months, the report recommends using promotions strategically throughout the year to encourage repeat visits and ongoing purchasing.
Consumers aged 25 to 34 also showed the strongest interest in spend-threshold discounts, with 42.7% responding positively to these promotions. According to the report, this reflects the purchasing habits of newer gardeners, who often need to buy multiple items simultaneously, including plants, containers, compost and gardening tools.
Supporting Beginners Could Strengthen Long-Term Customer Loyalty
Education and Digital Content Seen as Key Growth Drivers
Adeyemi said retailers should combine competitive pricing with practical guidance to make gardening more accessible for younger consumers.
“Retailers should instead pair value with practical support by making gardening feel easier for younger shoppers to start and continue. Beginner growing kits, houseplants and balcony-friendly ranges, plant bundles, and project-based promotions can make initial purchases feel more manageable, while offering expert advice can help retailers stand out from online specialists such as Patch. Seasonal ‘what to plant’ content should also be adapted for TikTok and Instagram, using short-form videos, before-and-after project updates and live Q&As to build engagement. Gardening calendars, digital reminders, workshops and online drop-in sessions can then encourage shoppers to return as their projects develop.”
The report argues that retailers should increasingly combine physical retail with digital engagement, offering educational resources and interactive content to help customers build confidence as they develop their gardening skills.
Different Age Groups Require Different Loyalty Strategies
GlobalData’s findings also reveal notable differences in customer loyalty across age groups.
Loyalty schemes are most valued by consumers aged 55 to 64, with 34.7% viewing them as important. In contrast, only 12.1% of consumers aged 16 to 24 place similar value on loyalty programmes.
The report suggests that established gardeners respond well to exclusive member benefits, seasonal promotions, gardening clubs and specialist advice, while younger audiences are more likely to engage through inspiration, education and accessible product ranges.
Concluding the report’s recommendations, Adeyemi said:
“Exclusive member events, personalised seasonal offers, gardening clubs and plant clinics can deepen engagement with existing gardeners, while younger audiences will require a greater focus on inspiration, education and accessible value to turn gardening from an occasional purchase into a longer-term habit.”
Garden Retailers Face Opportunity to Build Year-Round Revenue
GlobalData’s research indicates that while spring will remain the UK’s busiest gardening season, changing consumer lifestyles present retailers with an opportunity to reduce their dependence on seasonal demand. By developing products, promotions and educational initiatives aimed at younger gardeners, businesses may be better positioned to generate more consistent revenue throughout the year while cultivating long-term customer relationships.
George Orwell is a writer and contributor covering politics, society, culture, and current affairs. His work focuses on providing clear analysis and thoughtful commentary on the issues shaping modern Britain and the wider world, helping readers better understand complex topics.
