September/October 2020 - 14

DIRTY SECRETS
THE
CHRISTMAS? Virus WHO STOLE
How will the pandemic affect garden centers' holiday business?
By Christina Salwitz
A
t the time of writing this piece in July, levels of
COVID-19 diagnoses are at record numbers nationwide;
however, when it comes to holiday retail, garden centers
may prove to be the likely winners. After many long months
dealing with this crisis, they're able to prove vast amounts of
flexibility because with fresh items, expecting the unexpected
is built into the daily mix of concerns.
On the other hand, the advantages of running a partially
outdoor business are somewhat more challenging in cold
climates where the cozy holiday retail experience is a huge
part of the year's success or failure where you're balancing
shipping concerns, product mix and social distancing.
Unlike retailers whose locations are solely indoors,
smaller retailers have the advantage of pivoting through
retail shipping challenges in more nimble ways if they are
thoughtful about it. They are able to delay their decision
making on Christmas until the latest point and react more
immediately. Savvy managers will be watching the retail
sector for the next month now that non-essential shops
have reopened to see how consumers and retailers behave
post-lockdown.
Pinterest says their fans are looking for ways to really
ramp up their Christmas celebrations in 2020, and retailers
can look to tap into this to maximize their engagement and
response, even beginning now with related tie-ins.
What Are Shoppers Thinking?
According to Pinterest surveys, people are worried about
the pandemic's impact on preparations they used to take for
granted. Pinners pointed to concerns like delayed shipping, a
potential shortage of ingredients to make their favorite recipes
and a need to work harder this year to create the same holiday
experience in the face of a pandemic. As one Pinner put it, " I'll
14 | LAWN & GARDEN RETAILER | SEPTEMBER/OCTOBER 2020
be starting to look online much earlier than normal because
shipping delays are quite likely at the moment. You don't know
exactly when you're going to see the products. "
The emotional reasons are strong, too. After a tough year,
consumers are craving the comfort of the holidays. And the
early planning that once felt like a chore now feels extra special
and takes on new meaning. One Pinterest survey participant
stated, " I really want it to be super Christmassy and kind of
over the top this year ... I'll be going above and beyond with
tons of decorations and a tree and activities. "
Pinterest research also shows that Pinners are explicitly
looking for help from retailers this year in navigating the
shifting holiday climate while still making their celebrations
feel special. As you develop content, think about designing
specifically to meet customers' early planning needs.
Consider different planner archetypes when crafting your
content as well as merchandising mix:
* The self-gifter
* The traditionalist
* The shipping-first shopper
* The rookie host
Molbak's Garden and Home in Woodinville, Washington, is a
great example of pivoting with expert ingenuity and creativity.
They expanded their gardening products and supplies to create
offerings for customers who don't own houses or have large
yards. While those home garden staples were available, their
selections in container planting for small spaces and fostering
the huge indoor plant craze were very intentional. They also
offered medicinal plants and natural home remedies for
those looking to invest in at-home wellness routines to take
advantage of the big self-care trend.
Other categories to watch for holiday that Molbak's
capitalized on are:
1. Home Cooking Supplies and Goods
2. Camping and Survival Gear
3. Micro and Sub-trends of those categories above, such as
Beekeeping
Molbak's also added PPE Goods & Essential Items to their
essential merchandise and goods wherever they could, offering
masks ranging from $9 to 18 ready for purchase!
September/October 2020

Table of Contents for the Digital Edition of September/October 2020
