Bathroom products may not be as emotionally charged as lighting or soft furnishings, but they follow a very clear and reliable seasonal pattern in the UK. Unlike more trend-driven categories, bathroom renovations are heavily driven by timing especially in spring and early autumn.
For PPC advertisers, this means two key windows of opportunity each year, with plenty of room for budget scaling, campaign testing and conversion optimisation. In this post, we explore when to spend, when to step back, and how to make the most of the bathroom buyer journey.
Why bathrooms boom in spring and autumn
Bathroom renovations often require planning, coordination with tradespeople, and a sizeable investment. That makes spring and early autumn the two most practical times for consumers to begin or complete these projects.
Spring projects align with the traditional “home refresh” season, while autumn projects are often motivated by hosting plans ahead of the festive period. Either way, the intention is usually functional but the buying process still takes time.
Understanding the renovation decision cycle
Bathroom customers rarely buy on impulse. They might start with Pinterest browsing, move on to measurements, and only later begin comparing products. Your paid campaigns need to reflect that long buying cycle.
Early awareness campaigns in September can focus on inspiration and lifestyle. Shopping campaigns or high-intent Search ads work better later in the month, when buyers have narrowed down their options.
When to increase spend
If you sell full suites, basins, or bathtubs, your PPC budget should increase from early September through to mid-November. These weeks are prime time for attracting committed buyers. By the time December rolls around, most customers want the work finished not started.
If your products include accessories, heated towel rails or mirrors, you may be able to sustain performance into late November and even December by switching your messaging to smaller upgrades or giftable upgrades for the home.
When to scale back
Late December and early January are traditionally slow for bathroom sales. Many retailers run January sales to clear old stock, but full-scale prospecting campaigns rarely deliver strong returns in those weeks. Your best bet is to focus on remarketing to existing audiences or upselling add-ons to people who purchased during the autumn.
Conclusion
Bathroom buying isn’t constant it’s cyclical. Knowing when to increase your budget and when to hold back is the key to staying profitable. By aligning your PPC campaigns with peak renovation periods in early spring and early autumn, you can reach customers at exactly the right moment and make the most of your ad spend.
References
ONS Retail Index: Bathroom and Kitchen Spend
UK Houzz Renovation Trends
Rocket Reach PPC Bathroom Campaign Benchmarks
