Ever-optimistic Brits are ignoring the weather forecasts and gearing up to get back into their gardens in time for Easter, with outdoor purchases set to ramp up over the coming weeks as a quarter (24%) of consumers plan to start buying items for their garden in April.
With a week to go until the Easter break, the latest research from eBay Ads UK finds that a third (33%) of UK consumers with a garden or outdoor space plan to invest in their outdoor space earlier this year than in previous years.
eBay Ads UK reckons this finding is indicative of a wider trend where the ‘spring spike’ – the window when shoppers deck out their outdoor space ahead of the warmer months – is getting earlier.
In post-Covid Britain, the value of the garden has soared in importance for consumers. Half of consumers (50%) say they use their garden or outdoor space a lot more now than in previous years, and 38% say their garden has more purpose than it did a few years ago as consumers adapted to life at home through the pandemic.
And as the cost of living crisis continues, it is perhaps no surprise that three in five (61%) consumers say they are likely to spend more time at home over the warmer months due to price pressures, and a third (32%) plan to host regularly in their garden.
As retailers prepare themselves for this period, eBay’s research reveals outdoor furniture is a key purchasing priority for Brits, as nearly a quarter (22%) intend to buy items such as a patio set or hammock, closely followed by 20% who plan to buy outdoor decorations.
eBay search data concurs with rising demand for home and garden-related items at this time, as searches for both ‘BBQ’ and ‘hot tub’ increased by around 70% in April 2022 when compared with the month before.
The research also demonstrates a rising inclination among consumers to shop sustainably, as almost three in ten (29%) Brits say they will prioritise buying second-hand items for their garden this year.
eBay search data reinforces this, as searches for ‘pre-loved’ in the garden and patio category almost doubled between January and June 2022 compared to the same time the year before.
The reasons for this are twofold – whilst a third (33%) say they are looking to buy second-hand items for their garden due to a desire to be more sustainable in their shopping habits and buy less items, 32% also report doing so due to cost pressures.
eBay Ads UK general manager Upasana Gupta commented: “We have observed that up to 80% of outdoor living sales occur between March and July. With the warmer months just around the corner, our research clearly shows that investing in their garden or outdoor space during this time is at the top of Brits’ agendas.
“Whether that’s purchasing leisure items like hammocks or hot tubs, or decking their space out to host garden parties – consumers intend to upgrade their outdoor areas in lieu of going out. As emphasis on both cost and second-hand stock continues to grow, brands and sellers must be ready to nurture this growing need.”
Related stories
Covid turns Brits into a nation of Monty Don wannabes
Sainsbury’s eyes fresh growth with garden centre tie-up
Crank it up: Skint Brits forced to fix their own motors
Can brands help consumers fend off financial crisis?
Healthy eating off the menu as Brits tighten their belts
Make do and mend: Thrifty Brits eye second-hand deals
