The Winter Struggle
Traditionally, the autumn / winter season has been thought of as a slow sales period in the garden sector. With the help of Black Friday however, garden centres are seeing profits rise throughout the colder seasons.
As well as offering cut-price outdoor equipment and planting materials, this year’s Black Friday saw a number of garden centres offer discounts across Christmas products and winter gardening stock. This clever move enabled retailers to kick start the pre-Christmas sales rush early and will position them as a reliable, value-for-money Christmas destination throughout the festive season.
The Alternative Black Friday
Alongside the increase in discounts across in-season products, this year saw garden centres turn up the creativity with their Black Friday offers. Inspired by Pets at Home’s ‘Do Good Friday’ last year, many retailers promoted charity and fundraising events over the course of Black Friday 2016. Channelling the lively atmosphere that always accompanies the event by organising a fundraising activity to coincide with this is a sure-fire way of maximising feel-good donations on the day!
Other quirky takes on the traditional Black Friday theme include Hillier garden centres’ alternative Black Friday, in which the company ran promotions across its range of black plants, including Penstemon Blackbird and Agapanthus Black Magic.
Black Friday Success
2016 saw Black Friday success for garden centre retailers. No fights. No broken bones; just some very clever marketing techniques to help boost sales and spread the festive cheer. All in all, a very different scene from Black Fridays of old. And that, we think, is a small Christmas miracle!