Consumer financial confidence on the rise in the lead up to Christmas, HTA finds
16 December 2021 | 0
The Horticultural Trades Association (HTA) has released its Market Update report to inform its members on the state of trade during November. It has provided valuable insight on consumer trends and behaviours as well as sales figures from the last month.
According to the report, consumer financial confidence increased by three points in November. The major purchase index has also increased by seven points, indicating consumers’ willingness to purchase large ticket items in the lead up to Christmas.
This could be promising news for garden retailers and other horticultural businesses for December.
Christmas shopping is now in full swing and though the sale of Christmas products was down 11% compared to November 2020, they were up 38% from November 2019. Lights and tree decorations were both down 12% from November 2020’s sales, which were likely impacted by lockdown. Still, they were up significantly from November 2019 (lights +98%; tree decorations +93%).
Sales of real Christmas tree have increased by an impressive 42% since 2019. Meanwhile, sales of artificial Christmas trees have been on par with sales from 2019 and down 32% from 2020. This could be because artificial trees have a longer product lifecycle, which could have been shifted forward to last year as consumers looked for different ways of making a restricted Christmas cheerier.