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|