NO GROWTH FOR GARDENING CATALOG UNIVERSE

The Gardening Catalog Market Lost about 100,000 active names in the first quarter of 2010, according to New York-based list brokerage firm ParadysMatera.

The total 12-month active mailable universe for the segment, which sells merchandise including floor covering, window treatments, lighting and outdoor decor, was 5.4 million. That’s a drop of 445,000 names from the first quarter of 2009.

Why a 7.6% drop in active names? One reason is a decline of 12-month buyers from the Gardeners’ Choice list, a result of the recession, according to ParadyszMatera. Then there’s the demise of Smith & Hawken, which shut down in July 2009 — meaning that the catalog/retailer’s 140,000 names were eliminated.

Based on lists that were active in the past year, the average house file size grew 4.9% between the first quarters of 2009 and 2010. Just 29% of the gardening catalog files saw some sort of growth, while 37% saw a decline. Nearly a quarter of the house files — 24% — saw a decline of 15% or more.

The value of gardening catalogs has remained essentially flat. In the first quarter of 2010, the average list cost per thousand for the market was $95.48/M, up 18 cents from $95.30 the previous year.

Gardening catalogs with the largest active-buyer files

Rank List name 1Q 2010 HOUSE FILE universe AVG. order
1 Gardener’s Supply Co. 522,129 $83
2 Gurney’s Seed & Nursery Co. 415,357 $42
3 Spring Hill Nurseries 411,708 $60
4 Michigan Bulb Co. 403,274 $20
5 Breck’s Dutch Bulbs 361,020 $55

Source: ParadyszMatera

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No Growth for Gardening Catalog Universe

The gardening catalog market lost about 100,000 active names in the first quarter of 2010, according to New York-based list brokerage firm ParadysMatera.

The total 12-month active mailable universe for the segment of marketers that sell merchandise including floor covering, window treatments, lighting and outdoor decor was 5.4 million. That’s a drop of 445,000 names from the first quarter of 2009.

Why a 7.6% drop in active names? One reason is a decline of 12-month buyers from the Gardeners’ Choice list, a result of the recession, according to ParadyszMatera. Then there’s the demise of Smith & Hawken, which shut down in July, and meant the catalog/retailer’s 140,000 names were eliminated.

Based on lists that were active in the past year, the average house file size grew 4.9% between the first quarters of 2009 and 2010. Just 29% of the gardening catalog files saw some sort of growth, while 37% saw a decline. Nearly a quarter of the house files – 24% – saw a decline of 15% or more.

The value of gardening catalogs has remained essentially flat. In the first quarter of 2010, the average list cost per thousand for the market was $95.48/M, up 18-cents from $95.30 the previous year.

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3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Build the Foundation for Great Customer Experiences - NetSuite
Understand how consistent, timely, relevant and personalized experiences are enabled by having the right technology foundation in place.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.