Garden Centres Missing Out on Sales of Baby Gifts
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The findings reveal that 85% of respondents are still interested in buying baby gifts from their local garden centre, reaffirming the favourable environment that garden centres provide for browsing and purchasing baby gifts. The relaxed atmosphere with easy parking, ground-level access, wide aisles, and cafes makes them an ideal shopping destination for parents and families with prams and accessibility concerns.
Comparative data shows that consumer awareness and satisfaction with baby gift offerings at garden centres have improved in the past year. The percentage of respondents reporting that their local garden centre does not sell baby gifts but would like them to has dropped from 17% in 2023 to 7% in 2024. Moreover, those who believe their garden centre has plenty to choose from have risen from 10% last year to 21% this year.
However, the demand for a broader selection of baby gifts remains consistent, with 36% of respondents over the last two years expressing a desire for more variety. This highlights a significant opportunity for garden centres to expand their baby gift ranges, potentially increasing basket spend and attracting new shoppers.
Additionally, the percentage of respondents who are unaware of the baby gift offerings at their local garden centres but are interested in buying these products has decreased slightly from 22% in 2023 to 18% in 2024. Ensuring better promotion and merchandising of existing ranges can further maximize sales opportunities and draw new footfall to all departments within garden centres.
Though improvements are evident, 18% of respondents in 2024 expressed disinterest in purchasing baby gifts from garden centres, up from 15% last year. This indicates that while strides have been made, there is still room for garden centres to cater to a broader audience.
Nicole Graham, founder of Ziggle Baby and former Associate Director at a consumer goods market research agency, comments, "Ziggle’s research shows there is still a huge untapped sales opportunity being missed by many garden centres. Customers interested in buying baby gifts want to buy from a garden centre. If not available there, they will simply go elsewhere. Even in difficult financial times, the British public still want to show love and support to family and friends and want to give a gift when new babies are born. Ziggle’s wide baby range is great value for money and beautifully packaged, enabling everyone to afford to buy a little something for their loved ones."
Notes for editors
Come and see Ziggle Baby, the UK's Leading Baby Accessories Brand for Style & Smiles. We will be exhibiting at Glee, NEC 10-12th Sept, stand 9D81.
We create stylish, practical baby accessories that make you smile. We design with knowledge. We create with love. We deliver joy. At Ziggle, we understand that parenting is a chaotic blend of happiness and challenges. Our practical accessories help reduce the stress, allowing parents to enjoy 'being in the moment' with their babies a little bit more. Beyond functionality, we believe in celebrating babies in style.
For our customers, we offer more than just baby accessories; we provide a joyful, stylish way to embrace the fun, messy journey of parenthood.
We are trade partners, we offer bespoke merchandising options and free spinner stands, great price points, unrivalled flexibility, low carriage paid orders and quick deliveries.
Research was conducted online amongst an anonymous sample of 96 (2024) and 106 (2023) surveymonkey contacts who qualified by being female, aged 25-45 and had bought or received a baby gift in the last 12 months.