It’s not that older customers are reducing in numbers, says centre manager Jeremy Green, but that popularity has increased enormously since a refurbishment was completed 15 months ago, and new customers in the 45-60 age group are being attracted.
Figures for garden centres across the UK show a strong predominance in the over-60 group – gardening tends to be an older person’s past-time – and that’s still true at John Browns but research has revealed a gradual, but clear, shift.
Figures taken four times during the last 12 months show the percentage of of under-60s customers increased in that period from 28 per cent to 41 per cent.
Jeremy said: “We enjoy a close relationship with our over-60s customers, but at the same time it’s encouraging to see so many families visiting the centre.
“The new, modern style at the centre plays a significant part, as does the range of plants and products which we offer. There are also 13 concessions onsite offering a huge range of other products and services from electric bikes to a hair salon.
‘This year a lot of families haven’t gone away on holiday, so they have wanted to spend more time in their gardens.
‘Another reason for the shift we feel has been the re-emergence in popularity of grow-your-own vegetables and fruit, which attracts young couples and families in particular.”
John Browns is part of the Golden Acres group.
Photography by Phil Dowding. www.golden-acres-nursery.co.uk
