How to Maximise Pre-Christmas Trade in Your Garden Centre

The pre-Christmas period is one of the most commercially valuable times of the year for garden centres and nurseries. According to the Australian Retailers Association, pre-Christmas retail spending in Australia in December 2025 is forecast to reach approximately $72.4 billion, with around $12 billion expected to be spent on gifts alone, making this a critical period to capture demand for meaningful presents and seasonal garden upgrades.

Success over this period isn’t about doing more; it’s about doing the right things early, efficiently, and with purpose. Here’s a refined strategy to help you finish the year strong and position your business for growth into 2026:

1. Merchandising That Converts

In December, merchandising must do more than create a festive atmosphere, it must guide decisions, reduce friction and inspire bundled purchases.

Retail research consistently shows that well-executed merchandising increases both average basket size and in-store engagement, especially in peak periods. Expert guidance on seasonal retail trends also emphasises the importance of timely, visible displays that help customers make quick, confident choices.

2. Make Gift Cards and Last-Minute Options Easy

Gift cards are now essential in retail as they offer high margin, low labour and appeal strongly during the final shopping weeks.

 Maximise gift card uptake:

• Feature gift cards prominently at counters, near exits, and online on your website and social media.
• Train staff to offer gift cards to undecided customers or those short on time.
• Create mini gift bundles - for example, a $50 gift card with a mini succulent or a class pass.

Industry research by Gift and Prepaid Card Association Australia shows gift cards often lead to incremental revenue, with many customers spending above the card value at redemption, thereby increasing overall sales.

3. Smart, Strategic Staffing

With sales volume concentrated over a short 4 to 6 week period, staff quality and preparedness are decisive.

Key staffing practices:

• Schedule your most knowledgeable and persuasive staff for weekends and extended hours.
• Hold short daily huddles to refresh product knowledge, gifting suggestions, and upselling techniques.
• Assign a Gifting Concierge role during peak shifts to assist customers, suggest pairs and guide hesitant buyers.

Confident, proactive staff drive higher conversion and ensure customers feel supported rather than overwhelmed.

4. Communicate Early, Often and Clearly

Customers can’t buy what they don’t know exists. Visibility across channels with consistent, focused messaging is essential.

Multi-channel messaging strategy: Share festive bundles, new stock alerts, and gift guides weekly on social media. Send timely emails with stock highlights, store hours, delivery cut-offs and gift ideas. Use in-store signage to connect products with occasions: “For Mum,” “Host Gifts,” “Teacher Gifts.”

Short, regular messages outperform large one-off announcements - think rhythm, not noise.

5. Turn December Buyers into January Customers

The festive season provides entry points for ongoing engagement. Loyalty is where long-term value lies.

 Post-holiday engagement tactics:

• Encourage newsletter sign-ups with QR codes and incentives at checkout.
• Include plant care cards or New Year gardening tips with every purchase.
• Promote services for the new year: repotting, landscape consultations, garden refresh packages.
• Offer a bounce-back incentive e.g., “$10 off in January” for customers who spent over $50 in December.

Sustained engagement into the new year helps ensure that December’s sales continue paying off.

6. Prepare Early: Curate Your Stock for Impact and Gifting in 2026

Customers want confidence in their choices during the peak season. They’re drawn to products that look great, are easy to care for and feel gift-worthy.

Stock and range optimisation:

• Prioritise ready-to-buy plants with broad appeal: poinsettias, Christmas cactus, decorative indoor foliage and attractive succulents.
• Choose varieties with longer shelf life to reduce shrinkage and maintain availability.
• Add accessories such as festive gift wrap, ribbons, tags and small plant food packets.

Because shoppers are increasingly starting their buying well before December, planning stock levels in advance next year is essential to avoiding early sell-outs and supply delays.

7. Leverage Black Friday Momentum

Black Friday and the broader Cyber Weekend have cemented their role as the kickoff to the holiday shopping season, offering retailers a powerful opportunity to generate early momentum.

To maximise this sales event, garden centres and nurseries should focus on delivering clear, time-sensitive offers that drive urgency and increase basket size. Bundle high-margin items like indoor plants, pots, and care kits into gift-ready sets, and spotlight these across digital channels with simple, benefit-led messaging. Leverage email and social media in the lead-up to tease offers and build anticipation, then boost visibility with in-store signage and dedicated displays. Extend promotions to include online gift card sales, limited-time discounts, and exclusive early-access offers for loyalty members to increase both foot traffic and future engagement.

With 2025 now almost to a close and spending once again showing strong year-on-year growth, savvy garden centres and nurseries should schedule planning for next winter to begin laying the groundwork for Black Friday and Christmas 2026. Early planning will be key to capturing attention, driving foot traffic, and setting the tone for a profitable peak season.

Use the data from early promotions to:

• Identify fast-moving items and replenish or feature them in Christmas campaigns.
• Recognise display concepts that attracted attention and refine them for December.
• Address any stock gaps identified during November and adjust merchandising accordingly.

Conclusion

Maximising pre-Christmas trade in a garden centre requires strategic merchandising, confident staffing, clear communication, thoughtful product curation and loyalty building - all executed early and with purpose. With strong forecasts for pre-Christmas and gift spending this year, businesses that plan ahead and focus on execution will position themselves for a strong finish to 2025 and growth into 2026.