Provide inspiration and reminders at the right time
Your Garden Year
Turning Inspiration Into Customers
What is Your Garden Year?
Your Garden Year is a seasonal campaign created by the HTA Retailers Committee to help growers, retailers, manufacturers, and suppliers to inspire gardeners all year round. It provides seasonal themes, marketing assets and coordinated messaging to boost engagement, loyalty and sales across the industry.
Industry events generate significant media coverage, spark consumer conversation and create natural shopping moments throughout the year.
When the industry coordinates around these moments, we can transform customer interest into purchases. Such as:
- BBC Gardener’s World Live
- RHS Chelsea Flower Show
- National Children’s Gardening Week
Your Garden Year Summer Toolkit
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.
What’s included?
Backed by a shared seasonal framework, a coordinated suite of free, ready-to-use assets, designed for use across websites, social media, in-store displays and media features, is available to download now.
Your Garden Year Autumn and Christmas Toolkit
‘Making the most of now and next year’ encourages customers to embrace autumn as a season of inspiration, planning and potential. While gardens may appear to slow down as summer fades, autumn is one of the most rewarding and important times of the gardening year, offering opportunities to enjoy seasonal beauty while preparing outdoor spaces for the year ahead.
The aim is to keep customers engaged with their gardens, driving fresh inspiration, repeat visits and renewed consumer interest at what might traditionally be considered a quieter point in the gardening calendar.
What’s included?
Backed by a coordinated suite of ready-to-use assets, designed for use across websites, social media, in-store displays, email marketing 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
Your Garden Year Spring Toolkit
The Spring toolkit is packed with a suite of ready to use assets for the whole industry to get behind to inspire gardeners and drive demand.
What’s included?
Free, ready-to-use resources packed with expert-backed assets for retailers, growers, manufacturer and suppliers, and communicators. These include specialist content toolkits such as Pots of Difference, Envious Hanging Baskets and Patios that Stun, with flexible copy lengths for use across blogs, websites, social media, in-store signage and handouts.
Why it matters
Shoppers often lack the inspiration, ideas, and timely information to keep them gardening through the seasons. With a coordinated approach, we can:
Nudge more shoppers into becoming customers
Support the industry without the need for large marketing budgets.
How it works
The Garden Year Planner provides a shared schedule of gardening activities and themes. From spring planting to autumn lawn care, it helps remind and encourage gardeners at just the right moment.
A collective effort
This campaign isn’t just for retailers. It’s a collaborative effort across the industry. We will develop social media toolkits and prompts to make it easy for members to participate.
Let’s work together to keep gardening front of mind — week after week, season after season.
How you can use Your Garden Year
- Use the weekly themes to guide in-store displays, signage and staff talking points
- Take inspiration from or incorporate the social media toolkit into your own channels to maintain consistent campaign messaging
- Sharing the planning with your buying, marketing and visual merchandising teams to plan coordinated campaigns.
Benefit by:
- Boosting footfall and sales through timely, relevant promotions
- Saving time with ready-made content and assets
- Creating a cohesive customer experience that builds loyalty and trust.
- Share the seasonal themes and planner with your sales and account teams so they can proactively discuss seasonal relevance with retail clients
- Coordinate plant availability to match upcoming promotional themes (e.g. Envious Hanging Baskets, Simple Prairie Borders, Autumn Foliage)
- Provide product imagery and stories that retailers can use in their own marketing.
Benefit by:
- Boosting footfall and sales through timely, relevant promotions
- Saving time with ready-made content and assets
- Creating a cohesive customer experience that builds loyalty and trust.
- Align product launches and promotions with seasonal themes to increase relevance
- Share the planner with your sales and marketing teams to coordinate outreach and messaging.
Benefit by:
- Enhancing product visibility through seasonal relevance
- Strengthening partnerships with retailers and growers by supporting their campaigns
- Coordinate product launches and marketing with seasonal themes.
- Use the weekly and seasonal themes as ready-made angles for gardening, lifestyle and consumer stories
- Draw on expert comment and insight from the HTA and participating members to ensure accurate, trustworthy content
- Access campaign imagery and assets to enhance print, online and broadcast features
Benefit by:
- Accessing timely, relevant story ideas that reflect what’s available in garden centres throughout the year
- Reducing research time for annual content planning with clear seasonal prompts and trusted expert insight
- Enriching features with practical advice that informs and inspires readers and viewers
Want campaign updates or support?
Fill out our quick form and we’ll keep you up to date with Your Garden Year.