By Billy Mills, Senior Director, Global Advertising at eBay
As the days stretch out and the sun makes a more regular appearance, we see shoppers start to shift gears. It’s not just about lighter layers or planning weekends away—it’s also when people turn their attention to the outdoors.
This year, 70% of UK consumers say they’re planning to invest in their gardens. That’s a huge seasonal moment for brands. But in a cost-conscious climate, being present isn’t enough. You need to meet shoppers with relevance, timing and value.
At eBay Advertising, we’ve seen how powerful it can be when brands tap into real-time trends, optimise campaigns as they go, and show up where and when it matters.
A season of opportunity
We know that spring is a key moment for home and garden brands. Whether it’s a family looking to upgrade their garden furniture or a first-time buyer turning a balcony into a garden, shoppers are ready to act. But they’re also paying close attention to price.
Our latest research shows 74% are more likely to buy if the item is on offer. And 68% are actively researching prices before making a purchase. That tells us two things: people want to buy, but they want to be smart about how they spend.
We also see specific moments driving attention—the May bank holidays and events like the Chelsea Flower Show are all peaks where interest spikes. Businesses that plan around these moments stand the best chance of leading the way, not playing catch up.
Real-time insights, real-world results
One of the most powerful tools brands have at their fingertips? Real-time data.
On eBay.co.uk, we see seasonal search trends unfold in a way that helps brands pinpoint exactly when to go live. For example, searches for “plants” and “compost” begin to rise from mid-April and carry through into May. It’s when shopping activity spikes, search volumes rise, and online baskets start to fill up.
By sharing these insights with our sellers, we help them align their campaigns with actual shopper behaviour—not just assumptions. It means ad budgets work harder, and businesses are present when consumers are most likely to take action.
Ads that connect—not just get seen
Visibility is important, of course. But what we see time and again is that relevance is what really makes an impact.
Take this example: 46% of eBay shoppers say they’re more likely to buy a garden product after seeing an ad. That’s a clear signal that ads work—when they speak to what buyers are looking for.
Using tools like Promoted Listings, brands can amplify their presence across eBay. And when those ads feature meaningful messages—like coupons—they perform even better. We’ve seen everything from BBQ sets to solar lights take off when paired with a timely promotion.
Build for the season. Grow for the long term.
Spring is a high-intent moment—but it doesn’t end there. Brands that think beyond the season can build something longer-lasting.
Targeting shoppers who purchased garden items with complementary products—for example, a customer who bought a plant pot now being shown gardening gloves—can drive repeat engagement through the use of keyword targeting. Likewise, rewarding returning customers with a discount or loyalty reward keeps your brand front of mind well into summer.
And here’s the thing: every seasonal campaign is a learning opportunity. Which coupons were most successful? Which product categories performed strongest? How did shoppers engage with your ads? That insight isn’t just useful—it’s crucial for shaping smarter strategies next time around.
Final thought: Spring is here. Are you ready?
We’re already seeing momentum this spring—and a clear appetite from consumers to invest in their outdoor spaces. Brands that act now, with the right data and a clear strategy, can turn that demand into measurable growth.
We’re here to help businesses stay close to their customers and make the most of every moment. In a season full of intent, it’s those that act smart—and act early—that will see the strongest returns.
About the research
The research was conducted by Censuswide, among a sample of 2003 UK respondents (18+) who have a garden, collected between 30th January 2025 – 4th February 2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
eBay.co.uk data
Based on an analysis of searches and unique visitors to the site, collected between 1st October 2023 – 30th April 2024.
