Abstract
Every year, as gardening brands start building their marketing plans, they face an important question: does Spring start at different times in different UK regions? We leveraged the transactional information available on the Abacus Alliance to analyse purchasing patterns in the January to May period of 2013, 2014 and 2015. Our examination shows that there is not a substantial North/South divide in when consumers start buying gardening products. However, there is difference between urban and rural areas, with customers living in or around major UK cities purchasing later in the season. It is possible that this “urban delay” is linked to urban customers preferring ready-to-plant products to seeds and bulbs.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Direct, Data and Digital Marketing Practice
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
