Sowing the seeds: B&Q giveaways encourage gardeners

UK – Free tomato plants, gardening calendars and grow-your-own advice sessions will be available at B&Q home improvement stores across the country from 25–26 April. The initiative is part of the Big Lunch event launched by the Eden Project, a garden and conservation attraction in Cornwall, to encourage people to grow their own food for a nationwide street party on 19 July. The April promotion at B&Q will likely also make the DIY chain the go-to place for budding gardeners.

The giveaways tap into the grow-your-own trend: more than a quarter of the UK population currently grows their own fruit and vegetables, and sales of greenhouses at B&Q have increased 157% from this time last year. The retailer also recently launched a partnership with Suttons Seeds to encourage customers to buy gardening basics online. By giving out advice and growing aids, B&Q hopes to sow the seeds of customer loyalty among aspiring gardeners.

Read more about the grow-your-own movement and its link to No-Frills Affluents in our forthcoming Insight News report.