Report Summary

Period covered: 24 November – 28 December 2024

3 minute read

Note: This report summary is one or two months behind the current month as standard reporting practice. The content is indicative only and incomplete with certain data undisclosed. Become a member to access this data or take out a free 30 day membership trial now.

DIY & Gardening sales experienced modest xx% growth, year-on-year in December 2024, according to the Retail Economics Retail Sales Index (value, non-seasonally adjusted).

December Distortions

• December's performance was shaped by key retail events like Black Friday and Boxing Day, causing a concentration of spending around these periods. Black Friday, pushed into November, shifted some December demand, while Boxing Day saw reduced footfall due to store closures, followed by a post-Boxing Day rebound.
• Shoppers increasingly delayed purchases for last-minute deals, distorting monthly retail sales growth figures, which came in at just xx%, below inflation (RE). These distortions masked true consumer demand but still highlighted seasonal sales, especially in garden centres and home improvement products.

Festive season sales boost

• The Christmas season played a key role in boosting sales, particularly in the gardening sector. Retailers capitalised on the heightened demand for Christmas trees, decorations, and related home improvement products, driving a xx% increase in garden centre sales in December.
• Christmas-related products accounted for xx% of total garden centre sales, reflecting a xx% YoY increase (HTA). Non-food sales, particularly in online shopping, surged due to seasonal discounts and events like Black Friday (BRC-KPMG).

Weather influence

• The UK had a milder-than-average December, with temperatures xx°C above the long-term average, which impacted winter product sales but boosted demand for indoor items (UK Met Office).
• Storms Bert and Darragh shifted consumer behaviour towards home comforts, driven by seasonal promotions on Christmas trees, decorations, and home improvement products.
• In December, garden centres experienced a xx% increase in sales, reflecting the surge in demand for products like Christmas trees, with real Christmas tree sales up xx% and artificial trees rising by xx%. Christmas-related products alone accounted for 26% of total garden centre sales, marking a xx% YoY increase (HTA).

Shift to omnichannel shopping

• There was a marked shift toward online shopping in December, with Non-Food online sales jumping xx% YoY. This digital surge was driven by the convenience of online shopping and seasonal promotions during the busy holiday season.
• Online sales of household goods increased by xx%, outperforming other categories like fashion. This trend highlights the continued digital transformation of the sector, with shoppers increasingly opting for online purchases during key shopping periods (ONS).

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DIY & Gardening sales increased in December