Being visible at the right time means getting more out of the season.
In the Gardening & Outdoor segment, everything revolves around timing. Demand doesn’t build gradually: it comes in waves, often triggered by the weather. After just a few warm days in a row, the effect is immediate: parasols, fans, garden furniture and outdoor products suddenly take off.
Advertisers who are visible at that moment benefit. Not because they shout louder, but because they’re already present when the customer is ready to buy.
From May onward, consumer behaviour shifts noticeably. Where people were previously orienting and comparing, the focus moves toward action:
The weather accelerates this shift
This makes the market unpredictable, but also full of opportunity.
As summer approaches and temperatures rise, we see two clear patterns emerging within Gardening & Outdoor. Some needs are immediate, while others build steadily toward the summer peak. In this infographic, you can see how that behaviour develops and when the right moment is to be visible as a brand.
The key question is simple: when are you visible? Not once demand is already there, but just before it.
Launch your campaigns before the peak begins. Visibility is something you build. Activate Sponsored Products to be directly visible on relevant search queries. Or set up a Branded Shelves with a seasonal assortment that fits the moment. With Display, you can already reach customers earlier in their consideration phase.
Starting too late means missing a large share of demand. Make sure you: Have your campaigns ready to go, keep your assortment up to date, can respond and adjust quickly.
The weather changes. And so does demand. Warm weather on the way? Scale up. Conditions changing? Shift your focus. Seasonal opportunities often arrive faster than expected. But one thing is certain: they return every year.
You don’t need to overcomplicate it, small choices can already make a difference.
Work with scenarios
Think ahead:
Set up your campaigns in advance
So you can respond instantly when demand shifts.
Combine baseline and peak
Maintain an always-on campaign and scale up when momentum builds.
Stay visible, even outside peak moments
A dip in search behavior doesn’t mean interest disappears.
That’s when you continue building your position.
And when should you use what?
Ideal for:
Ideal for:
Reach customers even before they actively start searching
Ideal for:
In a constantly evolving market, success goes to advertisers who move with it. Those who understand when demand arises, and make sure they’re already in position. Not by doing more, but by doing what matters, at the right moment.
Go to your personal dashboard to get started right away.