HTA launches ‘The Late, Late Show’ to keep gardens colourful throughout summer

7 April 2026

The Horticultural Trades Association (HTA) has launched the Summer phase of its ‘Your Garden Year’ campaign, unveiling ‘The Late, Late Show’ - a new push to keep the nation’s gardens vibrant, relevant and full of colour through the peak summer months.

Building on a strong spring launch centred around pots, the campaign positions July, August and September as a second gardening peak, driving fresh inspiration, repeat visits and renewed consumer interest at a critical point in the gardening calendar.

Backed by a coordinated suite of ready-to-use assets, designed for use across websites, social media, in-store displays and media features, and a shared seasonal framework, ‘Your Garden Year’ continues to unite retailers, growers, suppliers and the media around a consistent approach to engaging gardeners and stimulating demand.

At its core is a simple message: ‘it’s time for more colour’. As early blooms fade, gardeners are encouraged to refresh and re-energise borders with flowering perennials, annuals, shrubs and grasses that deliver lasting impact and vital nectar for pollinators.

Neil Grant, Chair of the HTA Retailers Committee, said:

“The real show does not have to end early. What garden shoppers often need is stimulus, ideas and information at the right time to nudge them along. By highlighting plants and combinations that peak later, we can show gardeners that late summer is not the end of the season, but a peak moment for vibrant, optimistic borders that soften the transition into autumn.”

Key elements of the Summer campaign include:

• Plant of the Moment highlighting Roses, Rudbeckias and Penstemons in July, followed by Echinaceas, Ornamental Grasses and Scented Plants in August
• Simple Prairie Borders, a guide to the ‘Dutch Drift’ style, showcasing movement, texture and long-lasting colour for late summer
• Winter Patio Secrets to encourage early September planting of winter-flowering pansies and bulbs while soil temperatures remain warm for a colourful winter.
• National Allotment Week (10–16 August), with tailored content celebrating community growing and grow-your-own produce.

Elia Johnston, HTA Director of Membership and Marketing, said:

“By launching the summer assets now, we are giving our members a clear, shared seasonal pulse. ‘Your Garden Year’ helps retailers turn browsers into customers with high-quality content, from SEO-supported blogs to social media toolkits, that present gardening as an easily achievable and rewarding activity all year round.”

The campaign also encourages essential summer maintenance practices, including deadheading, watering and feeding, ensuring gardens continue to perform strongly throughout the warmest months.

Developed by the HTA Retailers Committee, ‘Your Garden Year’ provides a clear, week-by-week structure to support consistent messaging across the sector, helping to guide gardeners through the seasons, sustain engagement, and grow the market.

Further details and access to the Summer 2026 resource and planner are available at hta.org.uk/your-garden-year.