HTA issues winter toolkit for Your Garden Year
The Horticultural Trades Association (HTA) has launched its latest seasonal Your Garden Year toolkit, encouraging the garden industry to promote late winter as a valuable and optimistic period for gardening rather than a dormant phase between seasons. The resource is designed to help retailers, growers and media outlets deliver consistent messaging to consumers in the lead-up to spring.
Released on 15 September, the winter campaign highlights the emergence of early-flowering plants such as snowdrops, crocuses and hellebores, while encouraging gardeners to undertake practical tasks including lawn recovery, planting trees and shrubs, garden tidy-ups and planning future improvements. The HTA says the campaign aims to help gardeners feel confident about carrying out manageable jobs that can prepare outdoor spaces for the growing season ahead.
The toolkit
The toolkit provides ready-to-use content for websites, social media, email marketing, in-store communications and editorial channels. According to the HTA, making resources available well in advance gives businesses time to align stock, promotions and communications with seasonal gardening activity.
Key themes
Key themes include assessing garden structure during winter, identifying opportunities for planting and pruning, revitalising lawns affected by adverse weather, and using quieter months to plan longer-term garden improvements. The campaign also promotes winter colour and fragrance through plants such as witch hazel and viburnum, while highlighting the importance of supporting early pollinators.
Elia Johnston, Director of Membership and Marketing at the HTA, said winter can be “one of the most rewarding times to step back, enjoy the space and see what needs attention”, adding that the season offers opportunities for planting, lawn care and planning projects ahead of spring.
A week-by-week framework
The Your Garden Year initiative was developed by the HTA Retail Committee and provides a week-by-week framework intended to support consistent consumer messaging across the garden sector. The association says the winter toolkit is designed to help businesses engage customers, encourage seasonal gardening activity and support sales during the quieter months of the year.
The toolkit is available free of charge and includes downloadable copy, social media assets and SEO support materials for industry use.
Further details and access to resources and assets are available at hta.org.uk/your-garden-year.