Catering and non-garden sales help garden centres hold steady in wet September

23 October 2024

The latest Horticultural Trades Association (HTA) Market Update for October 2024 shows that overall garden centre sales in September 2024 increased by +1% compared to September 2023, driven largely by catering and non-garden categories. However, overall sales were down by -1% when excluding catering. In a dominant narrative for 2024, this is reflective of the challenges for garden-related sales in periods of adverse weather, seen across all areas of the UK. 

Fran Barnes, Chief Executive of the HTA, commented:

"September is traditionally a smaller month for sales, but bulb sales continue to usher in autumn gardening for many consumers. Our sector continues to adapt to the ever-present weather challenges in the UK, particularly wet weather, with garden and gardening categories sales down by -6% in September compared to the same period last year. Although bulb sales provided a seasonal boost, this was offset by the impact of the wettest September in Southern England since 1918, with rainfall 233% of the long-term average, dampening consumer enthusiasm for outdoor gardening. 

“Non-garden categories continued their upward trajectory, with sales up +9% compared to September 2023, including catering. Even when catering is excluded, these categories still saw a healthy +6% growth. Food and farm shop sales stood out, surging by +17% compared to last year, reflecting consumers’ growing preference for fresh, local produce. 

“Average transaction values (ATVs) across garden centres dropped by -2% year-on-year, with the average basket size now at £22.85. However, inflation was a potential driver behind the +4% increase in ATVs for cafés and restaurants within garden centres.  

“Consumer confidence also fell by -7 points compared to August last year, potentially reflecting growing concerns about the upcoming autumn budget.  

"However, while these issues pose challenges, our industry continues to show incredible resilience, and as we move further into autumn and Christmas displays start to appear, we expect garden centres to continue thriving as community destinations."  

The full October 2024 market update is available to HTA members on the HTA website.