As I write this column we’ve just had confirmation that garden centres in England and Wales can reopen which is great news for all concerned, and hopefully Scotland and Northern Ireland won’t be too far behind. But where does that leave us for the rest of the season? What will be the ‘new normal’ for 2020 and 2021?
by GIMA Director, Vicky Nuttall
A recent report by Euromonitor International unsurprisingly predicts 2020 to be a challenging year for home and garden retail, with some challenges trending into 2021 due to depressed incomes and housing markets in a recessionary environment. On a more positive note, however, they predict longer term opportunities in the DIY and garden products market as households shift to smaller projects in their homes and gardens.
There is no doubt that there is huge pent-up demand for gardening in the UK. My local greengrocers and supermarkets have been selling more plants and gardening products than ever. Friends and family are suddenly sharing pictures of their first time grow-your-own efforts. Online retailers have been inundated with orders resulting in having to refocus operations to fulfil demand, or even capping daily orders. With perfect spring weather thrown into the equation, frustration felt by garden centre operators has been palpable.
For suppliers, controlling costs and saving money is critical to continued survival. Whilst they have continued to operate to support other sales channels, they have also been working under difficult circumstances with reduced staffing due to absenteeism and furloughing. It has been challenging for everyone, but many have already set up Covid-secure workplaces with social distancing protocols in place and are operating and ready to support the sector as it re-awakens.
Having a multi-channel sales strategy will have helped some suppliers, but it by no means makes up for the loss of their often substantial garden centre trade and they are now waiting for the supply chain and payments to start flowing again. It’s imperative that retailers take their responsibility to pay their suppliers just as importantly as paying their staff. I’m pleased to say that on the whole, we have seen positive open dialogue between suppliers and their customers, with agreed payment plans and money starting to filter through, albeit slowly. Let’s hope we also see the larger, high profile retailers ease the purse strings now centres are reopening and pre-season payments get cleared.
There’s no doubt that the supplier / retailer interface will definitely take a different shape in the short term. We’ve all become experts in using digital meeting tools such as Zoom and Microsoft Teams. Perhaps digital showrooms and virtual presentations will take the place of traditional sales tools in the short term, but we will have to wait and see if they become more common practice in the longer term.
But what about 2021? In line with Euromonitor’s prediction of an increase in DIY and gardening projects, Scarlet Opus, a leading trends agency, also predicts that people’s gardens and outdoor spaces will become their haven of calm; a place of wellbeing and escape. During the summer of 2020, citizens will appreciate the emotional value and potential of their outdoor spaces more than ever before.
As life settles into a new reality during 2021, with people strapped for cash and overseas holidays seen as an expensive luxury, consumers will need outdoor spaces to serve many functions and satisfy many desires. The typical holiday experiences of poolside relaxation, alfresco dining, exotic escapism, adventure and connection to nature will all have to be achieved in outdoor rooms and gardens at home. Scarlet Opus has been delivering 2021 trends content for GIMA members via a series of webinars in May and this will continue during June, where they will explore the consequences of the Coronavirus pandemic on consumer behaviour and how that translates into garden and outdoor product, colour and design trends.
Now, with the green light for the restart, the hard work begins in earnest for garden retailers as they try to navigate social distancing measures and manage the safety of their staff and customers, many of whom will be in the vulnerable category. Throughout this crisis, I have to say, I’ve been impressed but not surprised by the care and concern that both our customers and our members have shown to their staff – treating them like part of an extended family and taking their duty of care responsibilities seriously. It has made me proud to be working in this industry. They say a crisis brings out the best in people, and I hope that it has also brought our industry together for all the right reasons. Let’s hope we can all come out this stronger and more united than ever.
For more information:
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