New research from eBay Advertising finds that while 7 in 10 UK garden owners intend to spend on their outdoor space this year, value is a driving factor, with nearly three-quarters saying they’re more likely to buy discounted items. As rising costs continue to impact discretionary spending, many Brits are prioritising their gardens over leisure experiences — 1 in 10 are choosing to invest in their outdoor spaces instead of going on holiday.
Now that we’re in March, garden lovers across the UK are actively revamping their outdoor spaces — and this momentum is just beginning. Last year, keyword searches in the Home & Garden category peaked at 37 million as we entered March, highlighting a key moment of shopper interest. With demand expected to continue throughout spring, now is the time for sellers to maximise visibility and stay top of mind.
While cost and value remain front of mind for many, new eBay Advertising research shows that gardens are a priority. 70 percent of green-fingered Brits surveyed plan to purchase items for their outdoor spaces this year, with 39 percent saying they’ll spend more this year than last.
And nearly half (46 percent) of eBay shoppers say they’re more likely to purchase a garden item after seeing an advert, reinforcing the role of targeted promotions in driving sales.
Brits are choosing home over holidays
With rising costs putting pressure on discretionary spending, some consumers are prioritising their gardens over leisure experiences. The research reveals that 1 in 10 (10 percent) of those planning garden purchases are doing so instead of going on holiday.
More than half (57 percent) of shoppers looking to refresh their outdoor spaces this year are preparing for spring and summer. 39 percent plan to spend more on their gardens than in the past one to two years, reflecting ongoing investment in home spaces despite financial pressures. This rises to 43 percent among eBay shoppers specifically.
Cost-conscious consumers on the hunt for deals
Savvy shoppers are taking a strategic approach to their garden purchases, ensuring they find the best value before committing to buy. The study reveals that 74 percent of consumers surveyed are more likely to buy a garden item if it’s on sale, underscoring the role of deals and promotions. Additionally, 68 percent of respondents research their purchases in advance to secure the best price.
Cost remains a crucial consideration, with 61 percent of garden shoppers citing affordability as a key factor in their decision-making. Meanwhile, among those not planning to spend on their garden this year, 37 percent point to budget constraints as their main reason for holding back.
eBay.co.uk platform data from 2024 shows that searches for seeds and plants peak in early spring, showing strong demand for budget-friendly gardening essentials. Searches for “seeds” peaked during the third week of March last year (18th March), rising 9 percent on the previous week, while interest in “plants” surged during the first week of April (1st April), rising 11 percent on the week-on-week.
The spring spending surge
Despite financial constraints, enthusiasm for garden improvements remains high. The research finds that 72 percent of garden owners enjoy spending money on enhancing their outdoor spaces. Among planned purchases, plants (57 percent), compost (39 percent) and seeds (36 percent) are the most sought-after.
In contrast to the early spring surge in searches for seeds and plants, eBay.co.uk platform data reveals that larger investments, such as garden furniture, followed a more gradual trend. In 2024, searches for garden furniture, garden sofas and garden tables in the home and garden category steadily increased during the spring period. Searches peaked during the third week of April (15th April), a 27 percent increase on the same week in March, suggesting a considered approach to summer preparations.
Billy Mills, Sr Director, Global Advertising at eBay commented: “Spring shopping is officially underway, making this a crucial time for brands and sellers to capture early interest. As consumers look to refresh their gardens, affordability remains front of mind. Sellers should focus on boosting visibility through promotions and deals, as shoppers are increasingly researching and comparing options before purchasing.
eBay Advertising offers data-driven solutions like Promoted Listings, helping ensure products stand out at the right moment. By capturing attention early in the season, brands and sellers can convert intent into sales, drive conversions, and stay ahead in a competitive market.”
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