UK DIY & Gardening Sector Report | Industry Analysis

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UK DIY & Gardening Sector Report summary

January 2025

Period covered: Period covered: 24 November – 28 December 2024

3 minute read

Note: This report summary is one or two months behind the current month as standard reporting practice. The content is indicative only and incomplete with certain data undisclosed. Become a member to access this data or take out a free 30 day membership trial now.

DIY & Gardening sales experienced modest xx% growth, year-on-year in December 2024, according to the Retail Economics Retail Sales Index (value, non-seasonally adjusted).

December Distortions

December's performance was shaped by key retail events like Black Friday and Boxing Day, causing a concentration of spending around these periods. Black Friday, pushed into November, shifted some December demand, while Boxing Day saw reduced footfall due to store closures, followed by a post-Boxing Day rebound.
Shoppers increasingly delayed purchases for last-minute deals, distorting monthly retail sales growth figures, which came in at just xx%, below inflation (RE). These distortions masked true consumer demand but still highlighted seasonal sales, especially in garden centres and home improvement products.

Festive season sales boost

The Christmas season played a key role in boosting sales, particularly in the gardening sector. Retailers capitalised on the heightened demand for Christmas trees, decorations, and related home improvement products, driving a xx% increase in garden centre sales in December.
Christmas-related products accounted for xx% of total garden centre sales, reflecting a xx% YoY increase (HTA). Non-food sales, particularly in online shopping, surged due to seasonal discounts and events like Black Friday (BRC-KPMG).

Weather influence

The UK had a milder-than-average December, with temperatures xx°C above the long-term average, which impacted winter product sales but boosted demand for indoor items (UK Met Office).
Storms Bert and Darragh shifted consumer behaviour towards home comforts, driven by seasonal promotions on Christmas trees, decorations, and home improvement products.
In December, garden centres experienced a xx% increase in sales, reflecting the surge in demand for products like Christmas trees, with real Christmas tree sales up xx% and artificial trees rising by xx%. Christmas-related products alone accounted for 26% of total garden centre sales, marking a xx% YoY increase (HTA).

Shift to omnichannel shopping

There was a marked shift toward online shopping in December, with Non-Food online sales jumping xx% YoY. This digital surge was driven by the convenience of online shopping and seasonal promotions during the busy holiday season.
Online sales of household goods increased by xx%, outperforming other categories like fashion. This trend highlights the continued digital transformation of the sector, with shoppers increasingly opting for online purchases during key shopping periods (ONS).

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DIY & Gardening sales increased in December