Easter is regarded as one of the most crucial periods of the year for the garden products sector because it represents the first real opportunity since the previous autumn for many homeowners to lavish some attention on their gardens.
But, with appalling weather having afflicted large areas of the UK for months on end, prospects for Easter sales through the garden product and DIY centres were being viewed with more than a hint of trepidation.
In the event, there was plenty of good weather to be had over the holiday period. And with the on-going foot and mouth crisis dissuading many people from heading into the countryside, the UK’s gardens – and garden centres – became their usual hives of activity.
While not offering any precise figures to back up their comments, leading multiple retailers suggested that the Easter holidays had lived up to expectations after all.
Homebase, for example, reported a ‘very successful’ weekend with garden furniture identified as one of three product groups to enjoy particularly good sales. But a company spokesperson also added: ‘In comparison to Easter last year, there was an increase in sales of all product areas.’ For its part, B&Q also talked in terms of ‘a very successful week to Easter’ which ‘met expectations’.
Stocks moving
The garden products supply and distribution sector echoed the view that the Easter week itself had provided a welcome boost to business after a below average start to the year dictated mainly by the poor weather.
‘Easter has oiled the runners and stocks are now beginning to move,’ commented one observer from the timber decking sector.
However, there was some concern that, despite pre-season selling having reached acceptable levels, repeat orders were flowing less quickly than normal with some purchasers suggesting they now have sufficient in stock to last them the season.
There was also a suggestion that, while sales into the larger garden product retailers had been relatively good, the smaller centres were proving to be more reluctant buyers.
Timber decking, of course, remains a star performer in the UK garden product firmament as homeowners increasingly treat their gardens as an extension of the home itself.
Overall UK sales of commercial and domestic decking totalled less than £5m as recently as 1997, but are conservatively estimated at between £60m and £75m for the year 2000.
According to one expert in the field, ‘people have moved on to the next stage in decking now and are creating more elaborate and higher value structures’. There has emerged a trend, for example, towards split level decks as well as arbours, elaborate screens, pergolas, trellises and timber summer houses.
In terms of timbers used in decking, high performance softwoods remain extremely popular although southern yellow pine from North America is also said to have carved out something of a market niche.
Suppliers’ concerns
There was concern voiced this week in certain supply quarters that the run-up to Easter had not been as buoyant as had been expected. This outcome was attributed almost universally to the weather and, in one case, to ‘insecurity within the merchant sector over the longer-term prospects for deck sales after two good years’.
Last minute
Offers had been made available to buyers in a bid to encourage early stocking, ‘but there had been few takers,’ said the same source. ‘It was all very last minute – the same happened last year, but this year the ordering took place even later’.
This said, a general air of optimism still pervades the decking sector, thanks largely to the growth figures posted over recent years and to the continuing high TV profile enjoyed by its products.
Another area said to be enjoying particularly good sales at present is larger wooden table sets (of eight seats or more).
One source observed: ‘We have seen a good increase in sales of the more expensive ones – people are tending to go for the quality ranges and wood seems to be taking over from plastic.’ Teak is proving a particularly popular choice because of its strength and durability, he added.
