Overview of the Family, Home & Garden Sectors
As home ownership has blossomed, so has homeowners people passion for DIY and Home Improvement. For example, in the UK there are over 24 million homes, with the majority of them being owned or mortgaged; This is in stark contrast to nearly a hundred years ago, when 90% of people in the UK would have rented their homes.
With the majority of homes being owner occupied properties, the home and garden market is enormous. Many companies and businesses operate in the sector dedicated to home and garden design, improvement, refurbishment, renovation, domestic cleaning services and the provision of products and services for the retail markets and wholesale markets. These include electronic consumer goods, household goods, lighting suppliers, soft furnishings supplies, kitchen and dining, solar panels, tools and hardware and many more.
Whilst renting has become more common in the UK; renting has always been a favoured choice in mainland Europe. Therefore, the pursuit of a comfortable and beautiful home is not confined to just those people who own their own homes. Those living in homes that are rented for the long term will want to make their homes pleasant and welcoming, and subject to conditions of the tenancy will be able to decorate their rented home to their own style and taste. Consequently, a host of home shopping and retail outlets cater for every aspect of home living. These include baby products and services, bathroom furniture supplies, bed and bedding supplies and many more.
When the property market stagnates and moving up the ladder becomes more and more difficult, homeowners tend to invest in their own real estate through extensions and garden landscaping. However, as inflation and unemployment rises consumers disposable income reduces leading to a knock on impact on the building and home improvement market.
Deciding on a budget for home improvements is vitally important as structural work can lead into the thousands. There are organizations in the family, home and garden sector that tailor their services and products for all projects, tastes and budgets. Products for the home will vary not only in price but in quality, and researching materials and workmanship that go into homeware products is worth it when assessing value for money.
Consumer spending on homes and gardens has risen in the last decade as the range of products available have multiplied, but so too have the materials used in the manufacture, along with the location of production. The sheer variety of manufactured product on offer for the home and garden is substantial. The number of small businesses that are offering support services to the maintenance of homes and gardens has also increased in recent years.
For businesses in the home and garden market, to attract customers and secure new ones it is key to provide quality products and workmanship along with good value for money. Customers will tell their friends if they have a good experience with any company that has had something to do with how their home and garden look. Customers are proud of their homes, and they want to tell their friends.
As a small business supplying goods and services for the family home or garden, it is important that you stand out from the crowd. In the main, selling and supplying directly to consumers will mean that potential customers must have heard of you before they will utilise your company. Families’ homes and gardens are extremely important to them, and the companies that consumers choose to help them make their homes delightful will have to deliver on promises whether that is for the provision of a service or a product. Indirectly your company is advertised every time a visitor to that home comes into the house or looks into the garden.
Home and garden supplies and services have always been heavily promoted, either through business listings, leaflet drops, mainstream advertising and more recently online marketing and social networking have taken off in the world of DIY. Engendering people to the idea that they have an emotional attachment to their homes is a more recent phenomenon. Whilst many people probably always have felt an emotional attachment to their home, big DIY chains are tapping into this and using emotionally charged slogans and campaigns to advertise their products and services.
In the 1950’s, in the UK, people became more and more interested in gardening for pleasure, “digging for victory” was over and lawns and flowers took precedent. These days, fashion has changed, and with the rise of the “retro” feel to interiors, exteriors have followed suit. Families are once again looking to “grow their own” vegetables as the popularity of organic produce and eating on a budget has become more prevalent. At the same time, our outdoor spaces around our homes are becoming an extension of our homes, with a comfortable seating area, lighting and places to relax that are separate from family play areas and vegetable patches.
Environmental awareness is also high on the agenda of many homeowners, either looking to save money and or make their contribution to saving the planet. There are many companies that are environmentally friendly in their operations or that provide products that tap into this ethos. Solar panel manufacturers, water saving product suppliers, organic fertilizers or garden furniture made from sustainable sources are just a few examples.