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When does Spring start? Trends in the gardening category

Michele Masnaghetti, Journal of Direct, Data and Digital Marketing Practice Vol. 17, No. 4 ()
Every year, as gardening brands start building their marketing plans, they face an important question: does Spring start at different times in different UK regions? We leveraged the transactional information available on the Abacus Alliance to analyse purchasing patterns in the January to May period of 2013, 2014 and 2015. Our examination shows that there is not a substantial North/South divide in when consumers start buying gardening products. However, there is difference between urban and rural areas, with customers living in or around major UK cities purchasing later in the season. It is possible that this ‘‘urban delay’’ is linked to urban customers preferring ready-to-plant products to seeds and bulbs.

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