Garden furniture is one of the most seasonal product categories in the entire home and garden industry. In the UK, sales skyrocket in spring and early summer, then plummet as autumn sets in. For e-commerce businesses in this space, the short window of peak demand means your Google Ads strategy must be sharp, timely, and ruthlessly efficient. In this post, we’ll explore how to structure your paid search campaigns around the garden furniture buying season, what buyer behaviour to expect, and how to capitalise on early spikes and late-season clearance demand.
Why Timing is Everything
Search interest for garden furniture begins to climb in March, typically peaking in May or June. Bank holidays, Easter weekends, and warm weather spells all act as triggers. According to retail data, many outdoor living retailers make up to 70% of their annual revenue in this period. Missing this peak is like missing Christmas for toy sellers.
Key Campaign Tactics by Season
Start Early: February Is the New April
Due to unpredictable weather and early planners, searches now begin well before spring officially arrives.
- Begin ramping up spend in late February
- Launch early access promotions to beat competitors
- Use “pre-order now for spring delivery” messaging
Maximise March to June: Full Budget Deployment
This is where you go all-in:
- Run Shopping and Performance Max campaigns targeting trending search terms like “rattan garden set” or “outdoor corner sofa”
- Focus ad copy on delivery speed, durability, and weatherproof features
- Highlight BNPL (Buy Now, Pay Later) or 0% finance to boost AOV
Geo-Targeted Weather-Based Campaigns
Adapt your bids regionally — a sunny weekend in the South East may not be the same for Glasgow.
- Use automated rules to adjust bids by weather feed or performance signals
- Push harder in areas expecting warm weather spells
Clearance Campaigns in July–August
Once demand starts to fade, pivot messaging quickly:
- Use “end-of-season”, “last chance” or “2025 clearance” hooks
- Offer free covers, bundles or flash sales
- Consider remarketing past visitors who didn’t convert in peak season
Audience Targeting Ideas
- People recently moved house
- Home improvement audiences
- Eco-conscious segments (for FSC-certified or recycled ranges)
- DIY/garden YouTube viewers for video-based campaigns
Common Mistakes to Avoid
- Waiting until April or May to start campaigns
- Not having stock when ads are running (always sync ads to stock availability)
- Treating all product types the same (loungers, bistro sets, BBQ furniture sell on different timelines)
Conclusion
The garden furniture window is brief, but incredibly profitable for brands who time it right. Paid ads allow you to get in front of motivated buyers exactly when they’re planning their outdoor spaces. If you’re only switching on campaigns in April or May, you’re leaving money on the table. Set up smart, scalable campaigns early in the year and pivot your strategy as the season moves — and you’ll beat your competitors to the deck chair.
References:
- Amazonas.eu: Seasonal demand for garden furniture
- ONS: Retail Sales Index – Seasonal Trends