November 2007
Fan the Fire Pit Flame By Christa Reynolds

There’s such an appeal to going camping: sitting around a campfire, talking, cooking and enjoying the company of friends. However, with today’s increasingly busy schedules, it’s unlikely that your customers will have the time to escape to the woods whenever they want to enjoy a campfire. That’s where fire pits — and garden center retailers — come in. This outdoor accessory brings the feeling of a campfire right into the customer’s own backyard.

A Backyard Retreat

Fire pits are open vessels used for warmth, atmosphere and sometimes, depending on the model, cooking. There is a wide market of materials and sizes, with most enclosed by some type of steel mesh or glass. The fire pit sits off the ground, and fuel options include natural wood, propane, natural gas, gel inserts and manufactured fire logs. Backyards have become more popular entertainment areas for people to socialize and relax after work while staying close to home. Joe Cochran of NorthlineExpress.com, an online retailer of fire pits and other outdoor accessories, says backyards are becoming a retreat. “[They’re] becoming more popular as a living space and not just a backyard,” he says.

There is also a monetary benefit to improving one’s backyard; the return on investment for a mid-size deck is close to 90 percent, according to Remodeling magazine’s 2005 Cost vs. Value study. Decks are also becoming nicer and larger. Homeowners are working to make decks that can be used into the colder months. Mike Beaudry, executive vice president of the North American Deck and Railing Association, says “with lighting and fire pits, [homeowners are] using their decks 30 percent more than ever.”

Fire pits can be used in a variety of weather conditions and climates. In colder regions such as the Midwest, East Coast and mountainous areas, fire pits can stretch the deck season from as early as March through as late as October or November. And in more temperate climates, fire pits are a year-round product. The main selling seasons are autumn and early winter.

Style Trends

At NorthlineExpress.com, copper has been popular for fire pits for the past few years, but the trend looks to be going strong. Copper models can be purchased from many retailers; at Unique Arts, Madison, Wis., all fire pits are “made from 100 percent copper, so you can wipe them down back to brand new every year.” A “soothing patina coloring” will develop in copper when the material is weathered. The durability and visual appeal of copper contribute to its popularity. Check the purity of the copper in the fire pits offered, as this determines the melting point. Pure copper has a melting point of 1,700° F as opposed to 1,100° F for mixed material.

Small bowl shapes have been the most popular at NorthlineExpress.com, as they present a pleasant decorative item that is easy to fit into any outdoor living area. It’s also easy to add accessories to them. Cochran says customers often buy a standard model and incorporate it into their own style. This allows consumers to create something unique for their yards that fits their needs, and it’s “a nice alternative to just using logs to make a fire pit,” Cochran adds.

Multifunctional Models

The functionality of fire pits can be a great selling point. Instead of just a decorative heat source, customers can purchase accessories to convert the fire pit into a grill. Other accessories include screens, covers and tools to manage log fires. Unique Arts offers a three-in-one convertible model. Turn it one way and the fire sits at the top, which is great for grilling. Another way and the fire sits below with both the copper top and screen over it. Turning it a third way, it can be used as a standard floor fire pit.

Customers often ask about the safety of fire pits, and “safety is always a concern when talking about fire,” Cochran says. However, when used properly, fire pits should not present a fire hazard. It’s important to avoid placing them under an overhang, especially wood-burning models, which may release sparks. There are also often worries about placing fire pits on wooden decks. Gas models should be fine on these surfaces, and there are fireproof deck pads available for use with wood-burning models. These will protect the wooden deck from sparks and the heat let off by the fire pit. Many companies and manufacturers also offer mesh screens that offer protection from shooting sparks.

A Tabletop Fire?

Fire pits can also be an elegant decorative item. A new trend featuring fire pits designed more like decorative tables has emerged. These models are table-high and have flat tops with the fire burning in the middle. NorthlineExpress.com offers “everything from very simple, standard [models] to the $3,000 table.” Such models present a more solid, permanent version of the traditional pit. Patio Embers, a specialty outdoor living retailer, offers a variety of portable gas fire pits. Because of their table-like appearance, they facilitate conversation and can be the centerpiece of an outdoor living area. Different models and colors will suit the varying decorative needs of customers, and it can be used as an everyday table when there is not a fire going. Some offer a cover for the center fire to make the tabletop completely smooth when not in use.

Consumer Needs

Be sure to choose fire pits that will fit the needs of your customers. With such a variety, it’s important to merchandise toward the market in your own area. In areas where consumers have large properties, the table-like granite model may be preferred, but in an area with greater yard-area constraints, it may be best to carry the smaller copper models, which offer the atmosphere without taking up much space. However, the main selling point of the fire pit will remain the same: It’s a great place to center comfortable conversation and add warmth to any outdoor living area.

Christa Reynolds

Christa Reynolds is editorial assistant for Lawn & Garden Retailer. For information about this article, contact Tim Hodson at [email protected].