Shopping for Home & Garden products is one of the big joys in life. It is also one of the strongest ecommerce categories. In Q2 of 2023, approximately 20% of global shoppers reported buying home and garden products online. This means that tailored Home & Garden marketing strategies are an important way for ecommerce stores to boost revenue.

To help you on your way, we’ve developed a calendar that will act as your blueprint for driving Home & Garden ecommerce sales all year round.

In this article, you will learn:

• How you can take advantage of each season’s unique attributes to boost ecommerce sales.
• Why personalization is the key to a successful Home & Garden marketing strategy.
• The benefits of Deep Learning and Artificial Intelligence technologies.

Table of Contents

• Step 1: Devise, design, and decide for yourself
• Step 2: New year, new decor
• Step 3: Spring cleaning
• Step 4: Everything under the sun. Make the most of summer
• Step 5: It’s fall, but lift those sales
• Step 6: Jingle All the Way! Black Week to Christmas
• Start building your year-round Home & Garden marketing strategy today

Step 1: Devise, design, and decide for yourself

Before jumping into the calendar itself, we need to lay some foundations. A good place to start is by looking at your potential customers. Home & Garden buyers tend to fall into one of three categories:

Understanding these customer archetypes is the basis of a strong retargeting strategy, and the first step towards achieving this is personalization. You might want to focus on highlighting comparative offers for Diligent Buyers, but you’ll still want to predict what type of products they’re looking for and how it relates to ongoing Home & Garden trends.

Nick Hamer (Sales Director UKI, RTB House)

At RTB House, we identify user profiles using Deep Learning algorithms. These algorithms process huge amounts of data to determine how to nudge users towards a sale. This method is automated and eliminates human bias and error in the decision-making process. Additionally, it is highly flexible and helps you make the most of your Home & Garden strategies year-round.

With our foundations settled, let’s take a look at specific approaches for every season:

Step 2: New year, new decor

As we step out of the holiday haze and start taking down holiday decorations, our homes can begin to feel a little empty. We all want to make big changes in the New Year, and refreshed home decor is a great way to blow away the January blues and brighten up our lives.

You should leverage hyper-personalized ads with January promotions. Once you identify the products a user is interested in, you can use this to highlight special offers or bundle deals and help them make a purchase that will add color to the winter months.

Step 3: Spring cleaning

Spring is a key season for all buyer categories and a big opportunity for ecommerce platforms to bring some Heavy Buyers into the fold with Home & Garden strategies.

Pol-Amaury Cresp—Traffic, Media, and CRM Manager at Leroy Merlin France—read the full case study here.

Ecommerce platforms should practice retargeting for Home & Garden with a focus on aspirational content that showcases the good feelings most people associate with working on their house and garden. This should be supplemented with thematically consistent content across all marketing channels.

Step 4: Everything under the sun. Make the most of summer

In the summer, customers become more interested in outdoor purchases as the sun starts shining.

This is a brilliant opportunity for you to channel sunny optimism into great garden purchases. Brands can use promotional deals to showcase gardening tools, BBQs, and garden furniture, and even tailor adverts based on a user’s local weather conditions. After all, who thinks about buying a new barbecue when there’s a summer storm raging outside?

Step 5: It’s fall, but lift those sales

As the cooler autumn days settle in, brands can reinvigorate customer interest with content that highlights the good aspects of the season.

The good news is that customers will be spending more time at home than in summer, giving you more opportunities to get your content in front of them. Focus on highly personalized, brand-consistent content across your channels. This will help to build customer confidence and, ultimately, customer lifetime value.

Step 6: Jingle All the Way! Black Week to Christmas

No matter what product you specialize in, the holiday season is a key moment for all ecommerce platforms. You’ve spent the year building relationships with customers, and Christmas is an opportunity to use Home & Garden strategies to reconnect with new and existing customers alike.

The key, once again, is personalization. Everyone is scrambling to find the right gift ideas, and by personalizing ads to their predicted preferences, they’re more likely to purchase from your store rather than someone else. Brands also take advantage of novel artificial intelligence solutions, like our new ContentGPT, to stand out.

In any case, if you use the foundational experience you’ve built over the course of the year, you will have a great springboard into the key Christmas sales period. If you want an at-a-glance view of your year-round Home & Garden marketing strategies, you can download our calendar today.

Start building your year-round Home & Garden marketing strategy today

This blueprint is a solid start, but if you want to deep-dive into the nuances of Home & Garden marketing strategies, we’ve written a report that might just help. You can find a detailed guide on our Blog.