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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The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
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