Weekend Reading 10/4/24

Welcome to Garden Center magazine's Weekend Reading, a weekly round-up of consumer garden media stories meant to help IGCs focus marketing efforts, spark inspiration and start conversations with consumers.

This week: What music gardeners listen to, how much influence influencers really have, online holiday sales projections and "deal fatigue" among shoppers.

Hozier and Pantera are dominating gardening playlists, NME

According to a new study by First Saturday Lime Study, Irish singer-songwriter Hozier and and U.S. heavy metal band Pantera dominate Spotify gardening playlists as the most featured artists. Ask your customers what music they like to listen to while they garden!

Only 7% of consumers holiday shop based on influencer recommendations: survey, Retail Brew

A new Klaivyo survey revealed that only 7% of shoppers were swayed by influencers and celebrities when it came to their holiday shopping decisions, Retail Brew reports, adding that for most consumers, in-store (47%) and online browsing (44%) were major factors when considering what to buy.

Online holiday sales in the US to hit record $240.8B: Adobe Analytics, Retail Dive

The number of purchases done on mobile devices is expected to grow more than 10% compared to last year and will make up 53.2% of all online shopping, Retail Dive reports.

How brands are navigating ‘deal fatigue’ amid a blur of bargains, Modern Retail

Big-box retailers are once again running a host of parallel promotions against Amazon’s second Prime Day in October as they race to grab sales at a time when shoppers are spending cautiously, Modern Retail reports.

Enjoy your reading, have a great weekend and we'll see you next week!