THE STRATEGIES DRIVING SUMMER SALES IN DIY & SUPERMARKETS
- Juice
- Jul 31
- 4 min read
Updated: Aug 28
Did you know that seasonal DIY and garden product sales soared by nearly 30% during spring and early summer in 2025?* We've been having a look at how DIY brands and retailers approach their shopper marketing this month, and we've also delved into what's been going on in UK supermarkets, with seasonal promotions, events and partnerships leading our attention.
DIY & HARDWARE RETAILERS | Educate, Innovate, Attract.
With summer holidays kicking off, we've been looking at how brands stand out in the towering world of DIY stores. Spring and summer are peak times for DIY brands, as the warmer weather gives us the motivation to get cracking on home improvements. Whether it's mowing the lawn, jet-washing the patio, or giving the living room a fresh lick of paint, this is a crucial time for brands to show their products are the number one choice for getting the job done.
Educate
Ronseal stood out to us as a brand that has nailed their educational content. With the use of bold colour typography, Ronseal makes it easy for rookie DIY-ers to understand exactly which products they need for the task at hand. In a category often overwhelmed by similar options, this clarity helps the brand stand out and win over shoppers.
Innovate
Product and POS innovations are key to helping brands stand out in increasingly competitive retail environments. Lick, for example, uses a digital screen that lets shoppers build personalised colour palettes, supported by tactile colour cards that offer real-world accuracy, boosting shopper confidence. Kärcher’s ‘Window Vac’ and Flymo’s end-of-aisle displays for their ‘Robot Lawnmowers’ showcase how product uniqueness and strong visibility can increase brand equity. These types of innovations are especially vital in today’s fast-paced retail landscape, where platforms like TikTok Shop and Amazon drive shoppers to make quick decisions based on perceived value, be it new reliability, convenience, or price.
Attract
In a crowded DIY retail environment, catching the shopper's eye is crucial. Kärcher does this exceptionally well with bold, consistent use of its signature yellow branding, creating a strong visual presence throughout the store. Kärcher also use promotional activations that work to add value beyond discounts, the Summer campaign gives shoppers guaranteed prizes with every Wet and Dry Vac purchase, with high-value prizes up for grabs. Their Spring Pressure Washer promotion, increased brand visibility across key seasonal moments, reinforcing Kärcher as a brand that offers more than just great products.
Ryobi takes a more minimalist approach, using clear end of aisle placement to capture attention and drive impulse purchases. Meanwhile, Farrow and Ball attract a different demographic of shopper, using beautifully curated displays that bring a sense of calm and premium quality to the paint section. Each of these approaches shows how smart design and considered positioning can play a vital role in pulling shoppers in.
SUMMER SIZZLERS | What's trending in store
Super Cereal!
Kellogg's has gone BIG with giant front-of-store cereal box and end-of-aisle theatrical displays (making us feel like kid's again). Tapping into the summer holiday season, their on-pack promotion helps families save on UK days out.
Nestlé has also joined the summer push with a Superman-themed campaign in partnership with DC Studios. They've teamed-up to create an on-pack promotion that offers families the chance to win American Theme Park Holidays and cash prizes. The partnership's strong IP's super-human presence on-pack has great presence on-shelf.
Football Fever
Football continues to be a vibrant presence in supermarkets, and it's easy to see why. With its huge fanbase, regular tournament buzz, and unmatched shopper engagement potential, it's a winning theme for brands. Even more exciting is the growing spotlight on the Women’s National Team. We've loved seeing brands step up with creative activations around the Women's Euros, from official tournament partnerships to fun, football-themed campaigns that bring the energy of the game to life in store.
Next month, we’ll be diving deeper into this space with a dedicated blog exploring how brands can build standout campaigns for the 2026 World Cup. In the meantime, check out the most recent activations we created for Mars Wrigley and KIND’s 'Support Her' campaign, showing how football can inspire shopper engagement with purpose-driven, impactful marketing.
Back to School
Shoppers are already being greeted with reminders to get their kids ready to go back to school (sorry kids!). Sainsbury's is integrating eye-catching front-of-store displays featuring school uniforms and a dedicated aisle designed to help parents get their children 'school ready'. We expect this focus to grow throughout the summer holidays, with more promotions targeting key family moments like holidays, days out, and discounts on school supplies and experiences. It will be interesting to see how different brands activate within each retailer, tailoring their messaging to suit various shopper demographics and aligning with the values of the retailer.
WATER - Lapping up attention
Often overlooked at the back of the store, the water aisle presents a real opportunity for brands to make a splash, especially during warmer months. We found few activations in this category, highlighting a gap where brands could stand out and become the go-to choice for hydration. That said, a few displays caught our attention. Highland Spring focused on natural, functional hydration, S.Pellegrino tapped into emotional moments shared with friends, and Volvic stood out with a flavoured water campaign that leaned into fruity refreshment. Each brand approached the category in a unique way, tailored to different drinking occasions and audience needs.
Conclusion
The surge in seasonal DIY and home improvement sales isn’t just a fleeting trend, it’s a powerful reminder of how weather, good timing, and smart marketing come together to shape consumer behaviour. From Ronseal’s clear educational messaging, to Kärcher’s impactful promotions, and Ryobi’s strategic product placement, brands that innovate and engage during these peak periods stand to gain significantly.
Whether it’s creative supermarket promotions tied to summer holidays, or standout activations in categories like cereals, water, and back-to-school, one thing is clear: seasonal shifts present huge opportunities for brands and retailers alike. Success comes down to understanding shopper needs and executing with clear messaging, engaging displays, and value-driven promotions that resonate in the moment. As the UK moves through summer, brands that effectively market will not only drive sales, but build meaningful connections with consumers, turning seasonal spikes into long-term growth.
If you have any questions or comments about our blog, or want to work with us on your next shopper activation, drop us an email at hello@juice.eu.com
Source
*tradingview.com
