Essential reading for retailers and suppliers in the home improvement market

Sales soar over Easter weekend

Published: 16 April 2009
Retailers’ spirits lifted as sunny Bank Holiday encourages consumers to start spending again.
Sales soar over Easter weekend
Retailers geared themselves up for the Easter Bank Holiday in the hope that some long-awaited sunshine and a long weekend would entice homeowners to tackle DIY jobs or lure them out into their gardens.

And it seems to have paid off, boosting like-for-like sales and creating an increased sense of optimism for the spring and summer season.

Woodcote Green Garden Centre and Nurseries in Wallington had a fantastic few days, with sales up across the board. General manager, Phil Barnden said: "The weekend was very good for us. Saturday was a bit disappointing because of the weather but Monday was great - really busy. No one sector has really outperformed the others - everything has been selling well."

He added: "April has been very strong. We're currently running about 80% up on last year. It's not surprising, as we didn't have great weather in March and April last year, but still good news."

Plant sales were up for the Surrey-based centre and it seems the warmer weather has got people thinking about their gardens again.

"It's that time of year when people are looking to restore their gardens. A lot of exotic plants that have perhaps done well for the last 10 years, haven't survived the cold winter and we've had quite a few people coming in looking for replacements."

Grow your own is still doing well for Woodcote and the catering side of the business, which benefited from the recent addition of a second café, performed very well over the weekend.

Although hardware retailer Isaac Lord doesn't describe itself as 'Easter-based', the Buckinghamshire business still saw a "marginal rise in sales over the weekend", according to managing director Andrew Weiss.

In fact, explained Mr Weiss, "sales generally, across the business, are holding out reasonably well." The High Wycombe-based retailer is also benefiting from the 'don't move, improve' mentality. "Ironmongery is a strong sector for us at the moment and our furniture fitting business is very strong as well. I think we're seeing the effects of people renovating their homes instead of moving on."

Like Woodcote Green, Knights Garden Centre, was extremely busy on Monday as gardeners took advantage of the glorious weather.

Duncan Knight, who manages the centres in Chelsham and Woldingham, Surrey said: "We're certainly doing better than we were this time last year and I think the weather is working in our favour. People are still cautious because of the economic downturn but I think if we have the weather on our side, the next couple of Bank Holidays could be really strong."

Core gardening performed well, with sales of plants, fertiliser and garden chemicals up. Grow your own remains a strong sector and Knights experienced an increase in the sale of vegetable seeds, propagation and vegetable plants.

Abbott's DIY performed better than expected, according to manager Chris Abbott. Like-for-like figures didn't see an amazing boost, however, sales across the board were good for the business, which has two stores in Devon.

Garden chemicals and fertilisers 'flew off the shelves', although Mr Abbott observed that customers didn't seem to be carrying out big decorating projects this Easter.
"Whether that was because the sheds slashed prices on paint or because consumers are still being a bit cautious, I don't know. People seemed to be more focused on make-do and mend projects."

And slash prices they did. B&Q cut prices on thousands of products by 15% for the fortnight, starting Thursday, April 9, while Homebase reduced some items by as much as 50% over the same period.

Focus DIY, with its new advertising strapline 'deals to DIY for' offered three-for-two or 'bogof' promotions on gardening products and up to 50% on items such as garden furniture sets.

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