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A spike in sales of fans and garden pools
The garden market in Poland is growing stronger
Poland is one of the leaders in Europe in terms of the number of gardens and plots of land[1], and consumers have long shown great interest in growing plants and arranging the space around their homes. Allotment and home gardens are becoming more and more popular not only as places for relaxation, but also as spaces for spending time creatively and actively and caring for plants. Therefore, Poles are willing to invest in their equipment, which is reflected in the growing spending on garden products. This trend is especially visible in the spring and summer, when sales of garden accessories, tools and furniture reach their peak. This trend is also highlighted by market data, which shows that the horticultural industry is developing at an extremely dynamic pace. According to available statistics, the garden products market in Poland was worth PLN 1.33 billion in 2019[2], and in 2023 this value was already PLN 1.6 billion, which translated into an increase of over 20%.[3]
Poles spend more and more on garden care
Research also shows that Poles are spending more and more on the development of their gardens.[4] In 2022, the average value of one online basket for garden products was approximately PLN 273.[5] In turn, according to other data, in 2021 only 4% of Poles decided to purchase garden products in the range of PLN 251-500, and a year later this percentage increased to 17%.[6] These data illustrate the changing consumer preferences of Poles, who are more and more willing to spend money on garden equipment. This is also confirmed by ERLI data, which shows that in the second quarter of 2024, even several hundred percent increases in sales of products from the Home and Garden category were recorded. Swimming pools enjoyed the greatest interest between March and May 2024, with sales increasing by 117% compared to the same period in the previous year.
– This incredible increase in the popularity of home swimming pools proves a growing trend related primarily to the increasingly warmer summer period in Poland. With the increasing prices of trips and trips, many families decide to create home water amusement parks, which are an ideal way to cool down and spend time with family. This allows them to enjoy the summer in comfortable conditions, without having to travel – says Katarzyna Kierach, marketing director of ERLI. – This is also a continuation of the trend from the pandemic period, when consumers felt the need to have their own relaxation zones in their homes and gardens – he adds.
What do Poles most often buy for the garden in the summer?
The increased interest in garden products has translated into record popularity in many product categories. As ERLI data shows, recently the largest percentage of transactions were garden furniture, which is necessary to create a comfortable and aesthetic outdoor space. The most popular offers recently include a set of such furniture costing just over PLN 600. Other popular categories are tools, including trimmers, lawn mowers and sprayers, which help keep the garden in perfect condition. Among the garden architecture that adds character and functionality to garden arrangements, the most common choices are pergolas or greenhouses and small finishing elements. Swimming pools are very popular, especially on hot days, offering home comfort and entertainment during the holidays and free time. Interestingly, the most popular items are no longer simple inflatable or expansion pools, but large frame tanks with a diameter of over 3 meters, to which water pumps are attached.
– This year, there was an increase in interest in offers in the garden category at the beginning of April, right after Easter. During this time, we observed an almost double increase in garden furniture sales compared to last year. We also recorded a large increase in interest in swimming pools (+117%), as well as garden tools (+46%), which shows that the ERLI offer has expanded significantly and perfectly meets the needs of Poles who intensively prepare their gardens between March and May. for the summer season – comments Katarzyna Kierach.
E-commerce is entering Poles' gardens
With the development of the e-commerce market, significant changes are noticeable in the way Poles make purchases. They are increasingly giving up shopping in stationary supermarkets in favor of online stores, which offer convenience, a wider selection of products and often lower prices.[7] This is also visible in the case of payment methods, which have recently developed at a very dynamic pace. As the data shows, Poles value intuitiveness, speed and security in online shopping, which is reflected in payments for e-shopping. According to statistics, currently as many as 70% of Poles pay for online purchases via the BLIK payment system, which is one of the most popular and safest transaction methods available on the Polish market.[8] This is also emphasized by ERLI statistics, which show that over 40% of transactions on the platform are paid via the BLIK system.
The growing popularity of mobile applications
The extremely dynamic development of the e-commerce market has made shopping, including garden shopping, via mobile applications more and more popular and convenient. Research shows that as many as 79% of Poles shop on their phones, which emphasizes how much they value convenience, speed and accessibility.[9] The growing popularity of the ERLI mobile application is a perfect example of this, and purchases made via it already constitute over 50% of all transactions carried out on the platform, and the average shopping basket in the application is about 5% higher than in the case of purchases made via a web browser – informs the online store . In turn, in the application itself, the average basket value of users of iOS (Apple) phones is 37% higher than that of customers with Android devices.
– Poles love the comfort of online shopping made on mobile devices – for about ¾ of consumers it is the main tool for online shopping. While enjoying relaxation in the fresh air, they can use the wide range available in the ERLI application. In this way, they gain twice – they shop where it is most convenient for them and additionally save thanks to lower prices in the application – emphasizes Katarzyna Kierach.
[1] https://conowego.pl/home/kochamy-great-ogrody-wyniki-badania-na-zlecenie-stiga-213639
[2] https://www.forbes.pl/biznes/biznes-ogrodniczy-allplants-jagram-legutko-blue-timber-grupa-traget/h3y96e6
[3] https://biznes.interia.pl/gospodarka/news-zaczelo-sie-od-bazaru-dzis-polska-firma-sprzedaje-produkty d,nId,6881949
[4] https://autopay.pl/baza-wiedzy/blog/ecommerce/co-kupujemy-online
[5] https://autopay.pl/baza-wiedzy/blog/ecommerce/co-kupujemy-online
[6] https://eizba.pl/wp-content/uploads/2023/02/Raport_e-Izby_Dekada_polskiego-e-commerce_2023.pdf
[7] https://www.bankier.pl/wiadomosc/60-proc-Polakow-obecnie-czesciej-robi-zakupy-online-niz-w-poprzednich-latach-8723838.html
[8] https://www.infor.pl/prawo/umowy/uslugi/6331446,polscy-ekonsumenci-wobec-platnosci-online-co-pokazuja-badania.html
[9] https://www.gemius.pl/wszystkie-artykuly-aktualnosci/id-79-internautow-kupuje-online-raport-e-commerce-w-polsce-2023-juz-dostepny.html
