Brits digging deep as spring puts the garden into bloom

Green-fingered Brits are actively revamping their outdoor spaces, despite the sudden cold snap and financial chills, with demand expected to continue throughout spring.

While cost and value remain front of mind for many, new eBay Advertising research shows gardens are a priority; some 70% of Monty Don wannabees surveyed plan to purchase items for their outdoor spaces this year, with 39% saying they will spend more this year than last.

And nearly half (46%) of eBay shoppers say they are more likely to purchase a garden item after seeing an ad, reinforcing the role of targeted promotions in driving sales.

With rising costs putting pressure on discretionary spending, some consumers are prioritising their gardens over leisure experiences. The research reveals that 1 in 10 of those planning garden purchases are doing so instead of going on holiday.

More than half (57%) of shoppers looking to refresh their outdoor spaces this year are preparing for spring and summer, while 39% plan to spend more on their gardens than in the past one to two years, reflecting ongoing investment in home spaces despite financial pressures. This rises to 43% among eBay shoppers specifically.

Savvy shoppers are taking a strategic approach to their garden purchases, ensuring they find the best value before committing to buy. The study reveals that 74% of consumers are more likely to buy a garden item if it is on sale, underscoring the role of deals and promotions. Additionally, 68% of respondents research their purchases in advance to secure the best price.

Cost remains a crucial consideration, with 61% of garden shoppers citing affordability as a key factor in their decision-making. Meanwhile, among those not planning to spend on their garden this year, 37% point to budget constraints as their main reason for holding back.

Last year, keyword searches in the Home & Garden category of eBay.co.uk peaked at 37 million as we entered March, highlighting a key moment of shopper interest.

2024 data also reveals that searches for seeds and plants peak in early spring, showing strong demand for budget-friendly gardening essentials. Searches for “seeds” peaked during the third week of March last year, rising 9% on the previous week, while interest in “plants” surged during the first week of April, rising 11% on the week-on-week.

Despite financial constraints, enthusiasm for garden improvements remains high. The research finds that 72% of garden owners enjoy spending money on enhancing their outdoor spaces. Among planned purchases, plants (57%), compost (39%) and seeds (36%) are the most sought-after.

In contrast to the early spring surge in searches for seeds and plants, eBay.co.uk platform data reveals that larger investments, such as garden furniture, followed a more gradual trend.

In 2024, searches for garden furniture, garden sofas and garden tables in the home and garden category steadily increased during the spring period. Searches peaked during the third week of April, a 27% increase on the same week in March, suggesting a considered approach to summer preparations.

eBay senior director of global advertising Billy Mills said: “Spring shopping is officially underway, making this a crucial time for brands and sellers to capture early interest. As consumers look to refresh their gardens, affordability remains front of mind. Sellers should focus on boosting visibility through promotions and deals, as shoppers are increasingly researching and comparing options before purchasing. 

“By capturing attention early in the season, brands and sellers can convert intent into sales, drive conversions, and stay ahead in a competitive market.”

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