RANGE REVIEW: CHRISTMAS


She continues: “Retailers have to think like the consumer and show them how to use these products. We have tried to show that with a lot of the lifestyle photography we have taken for our new Stone & Co. products… we wanted to help inspire retailers to get creative with their displays and demonstrate to the consumer how this can be used to best effect in their homes. People need to see it more like a decorative item; like glassware or candles.” Sharing sites, like Pinterest.com can also prove really helpful


for


retailers looking for ideas on how to incorporate decorative aggregates into striking and inspirational Christmas displays.


area, with people buying things like smoking chips, which helps them get that flavour. More people are definitely getting into smoking their food and there is an indication that people are wanting to do more.” Weber has even invested in a new Christmas ad campaign, which kicks off in November and centres on its app-connected thermometer, the igrill in anticipation of big sales over the festive period. But if you can’t picture your customers cooking up a banger or burger over Christmas, Weber runs classes in store to show shoppers how to


cook a turkey in the


barbecue. Even if you don’t have the space or equipment to run a cooking class, there are still plenty of other ways to inspire shoppers to use their barbecues differently and give them ideas of what they can be cooking in the colder months. A bit of food for thought before


you banish your barbecue offer to the store room until the mercury starts rising.


Get decorative with aggregates It isn’t all landscaping and potting grit when it comes to aggregates.


In fact, decorative stones and other natural materials, like cork and driftwood, can prove extremely versatile over helping


to complementi


the festive period, the


Christmas décor category. AMES group marketing director Sarah Winn says aggregates is a category that is typically neglected over Christmas. “It sits within the outdoor landscape area, so often gets moved due to product seasonality and the need for more space,” she says. “Within


a garden centre


environment, it also tends to be less of a focus due to the huge influx of Christmas activity happening within centres over that period… Santa’s grotto in particular! That’s of course understandable, but it’s part of the rationale that led us to review where opportunities might lie to drive the category year-long.” She believes decorative


aggregates, if merchandised well, could present great opportunities for retailers. “It is really about integrating the products into a display in store,” she says. “During Christmas, we see some fantastic window displays


and lifestyle


displays where people dress tables and home sets to showcase products and inspire shoppers. “Decorative aggregates are so versatile. They can be used for dressing lanterns and candle plates, and also for pot toppers. At Christmas people have plant pots on their doorstep outdoors, as well as indoors. They also work really well for live Christmas trees on the top of pots. There is a wealth of opportunity.”


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Detailing the potential opportunity with this category, Sarah concludes: “According to the latest research, the market for decorative accessories is set to grow by 22% and account for 21% of the UK homewares market by 2021... so we are excited about the long-term opportunities it presents for our customers.”


Creature comforts Many people write off certain wildlife products during winter months because they believe some species are hibernating but, apparently, the colder months are actually a key time to encourage sales in this category. Bramble Products sales director David Tracey explains: “Hedgehogs don’t hibernate like they used to. We need to have a prolonged cold spell before their metabolism slows down enough for them to go into


hibernation but, because we have so many mild winters, that is getting later. Last year it was reported that hedgehogs didn’t actually hibernate until February.” He adds: “We are also seeing lots of overwintered hedgehogs who are born late and have not got enough body weight to see them through the winter and they end up in wildlife hospitals because they need feeding up. “There are still opportunities in this category over Christmas and during winter months. No, hedgehogs aren’t as active in the autumn and winter as they are during the spring and summer when the food is out and they are foraging but they are still out.” With the growing interest amongst consumers for


feeding


and caring for the wildlife in their gardens and, with children learning more about protecting species at school, wildlife products can make for great gift items. David believes, if retailers are


smart about how they put products together, they can maximise sales of the category over Christmas and even get some follow-on purchases in the spring and summer months. “There is seasonality to it, of course, but a lot of people buy wildlife- related gifts. We have sold a lot of our products as gifts. Retailers could do a linked buy where, if they sell a hedgehog house or feeding station, customers can get a feeding bowl or something else. “You could create a starter kit,


as hedgehogs need houses and shelter during the colder months.”


MARCH OF THE TOYS


Meanwhile, Tong Garden Centre in Yorkshire, has opted to double its toy area ahead of Christmas. The independent busi- ness has teamed up with Birmingham buying group AIS (Associated Independent Stores) to offer an increased range of toys, including major brands like Lego and Playmobil. The extended toy shop will stock a range of TY


and Jellycat soft toys, Play Doh and Depeche brand, Top Model products. Commercial director Sharon McNair said membership of the group gave the business access to brands that are difficult for garden centres to get hold of. She also plans to expand the centre’s and cook shop with access to prestige brands like Le Creuset. “Families come from all over Yorkshire to experience the wonder of


Tong’s Christmas Grotto and now they will also be able to pick up some traditional board games and toys when they visit.”


26 OCTOBER 2018 DIY WEEK 11


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