Garden Centre Secrets With Peter Burks, Chairman of The GCA

The UK garden centre industry is experiencing a period of rapid change and growth, with trends in consumer behaviour, business operations, and digital marketing all shaping the sector’s future. A recent conversation with Peter Burks, Chief Executive of the Garden Centre Association (GCA), offers valuable insights into what’s happening right now.

Current Landscape of UK Garden Centres

Garden centres are seeing strong trading in 2025, with good weather boosting footfall and sales. This has created both opportunities and challenges for the sector.

• Peak trading runs from March to June
• Businesses rely heavily on several weeks of favourable weather
• Nurseries and suppliers are under pressure to keep up with demand
• Operational efficiency is more important than ever

Creative Campaigns and Community Engagement

Garden centres are investing in creative marketing and deeper community involvement to stand out. There’s a focus on building brand identity and supporting local audiences.

• Branded merchandise and promotional campaigns
• Partnerships with local groups and community projects
• Hosting events and collaborating with local suppliers
• Using social media to share stories and connect with the community

Key Industry Trends in 2025

Several trends are influencing the direction of the industry this year. Garden centres are adapting their strategies to stay relevant and drive growth.

• Increased focus on sustainability and ethical sourcing
• Greater use of digital marketing, particularly social media
• Rising costs (e.g., wages, insurance) pushing businesses to improve efficiency
• Mergers and acquisitions creating larger groups and shifting ownership

Digital Marketing and Paid Media Opportunities

Garden centres are waking up to the potential of digital channels, with many starting to leverage social and paid media to reach local audiences and drive footfall.

• Social media is now a key part of the GCA’s inspection process
• Facebook event ads are especially effective for seasonal promotions
• User-generated content and authentic, unpolished posts perform well
• Combining organic and paid strategies increases visibility and engagement
• Capturing in-store data to enhance online targeting and communications

The Role of Destination Retail

Many garden centres are evolving into full-fledged destinations, not just places to buy plants. Diversification is key to attracting new audiences and increasing revenue.

• Cafes and restaurants are major drivers of visits—over 148 million visits to garden centre cafes in 2024
• Family-friendly spaces, events, and experiences broaden appeal
• Focus on the overall customer experience, not just products
• Strong community ties help drive repeat business and positive reputation

Managing Costs and Operational Efficiency

Rising costs remain a concern, but many centres are focusing on growing their way out of pressure, rather than simply cutting expenses.

• Reviewing staffing, hours, and processes for efficiency
• Using data and teamwork to increase sales and margins
• Experimenting with creative ways to boost in-store spend
• Avoiding excessive cost-cutting to maintain quality and customer service

Sustainability and Environmental Impact

Sustainability is becoming a core pillar for many garden centres, from sourcing to daily operations.

• Promoting environmentally friendly products and practices
• Measuring sustainability efforts in annual GCA inspections
• Increasing customer education on biodiversity and sustainable gardening
• Reducing single-use plastics and non-recyclable materials

Ecommerce: Challenges and Opportunities

Online sales remain a mixed picture for the industry, with many centres focusing on local footfall but exploring selective ecommerce.

• Some products (like compost and furniture) are suited to click-and-collect or local delivery
• Pure ecommerce for plants is less common due to the tactile nature of the product
• Hybrid models and partial ecommerce are gaining popularity
• Centres are finding ways to leverage online channels to support in-store visits

Moving Forward

The garden centre industry continues to evolve, blending tradition with innovation. Success in 2025 and beyond will depend on balancing digital marketing with community engagement, diversifying the customer experience, and staying focused on sustainability and operational excellence.

• Embrace both high-quality and authentic organic content
• Use data to inform marketing and customer engagement
• Continue investing in the in-store experience
• Build strong local relationships to stand out in a competitive sector
• Test and refine both paid and organic digital strategies

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