Build a successful Home and Garden campaign with these spring shopping trends

Springtime brings fresh energy for consumers to eagerly breathe new life into their living spaces, making it the perfect time for advertisers like you to tap into the vast Home and Garden category.

Encompassing everything from interior decor to outdoor landscaping, the Home and Garden retail market is projected to surpass $1billion by 2027¹ in the U.S. alone.

To better understand this category, let’s take a look at key shopping trends for spring 2025.

Spring Insights: Top shopping categories

Our research highlights,² in 2025, economic uncertainty has become a top motivator for planning home projects, followed closely by retirement and moving-related reasons.

As consumers seek deals and pay attention to prices, they’re increasingly looking for opportunities for recommerce and home projects, as well as financing options. Many shoppers plan to use Buy Now Pay Later (BNPL), personal loans, home equity lines of credit (HELOC), or credit cards to fund their projects.²

We’ve also analyzed last spring’s consumer shopping behaviors to reveal fascinating patterns within steady seasonal demand...

Your next Home and Garden campaign: When to start and what to focus on

Successful advertisers are thinking holistically to create comprehensive journeys instead of relying on single-channel marketing.

This means combining audience ads, text ads, shopping ads, and multimedia approaches. The goal is to create a seamless experience guiding consumers from initial interest to final purchase.

Start activations early

If you’re looking to capitalize on the spring market, timing is everything. Clicks and conversions in the Home and Garden category begin ramping up in mid-February.

Clicks remain consistent through mid-May. And while conversions dip slightly in March, they pick up again in April through mid-June.³ Plus, Home and Garden conversions are projected to increase by 19% this year, with a 12% more efficient cost per acquisition.⁴

So starting your ad strategies at least two weeks before the mid-February search ramp up can make a significant difference.

Use a diverse ad strategy

To maximize ad performance, you need to build and nurture your audience pipeline strategically.

In the Home and Garden space, consumers who see both types of ads are 2.6 times more likely to visit your site and engage in conversion behaviors.

Use a mix of Audience ads, Text Ads, Shopping Ads, Dynamic Search Ads(DSA) and Multimedia Ads to target conversions.

Extend remarketing windows

Purchase decisions in the Home and Garden category often take more time to make. And by extending remarketing windows, you can capture longer project timelines and use upper funnel tactics to effectively engage and re-engage consumers over extended periods.

To maximize success, advertisers should consider the following steps:

How to target your audience with Microsoft Advertising

With distinct access points via Bing and Copilot within Windows, Microsoft Advertising delivers unmatched flexibility and privacy-focused data for automation, which saves time and helps you discover new audiences.

For example, Microsoft Advertising's search users not only use the platform for product discovery but also have 11% higher household incomes compared to Google searchers,⁵ making them a valuable demographic in the Home and Garden category.

And you can take advantage of our sophisticated tools and AI-driven solutions to broaden your reach and engage with these affluent consumers who are exclusively on our network.

Leverage in-market audiences

Test and bid on In-market Audiences to expand reach without sacrificing targeting. Complement standard Home & Garden In-Market Audiences with tangentially related audiences to boost your reach.

Activate job title in-market audiences

Job title-based In-market Audiences have become particularly powerful. By understanding the professional backgrounds of potential customers, advertisers can craft more nuanced, appealing messaging.

Your roadmap for home and garden success

Consider pushing features where top performing Home and Garden retailers on our platform over-index as a blueprint.

By following this activation roadmap for your Home and Garden campaigns this spring, you can effectively reach and engage consumers to drive results.

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