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A young customer shopping at a local garden center. | Akarawut, via Adobe Stock
Why do we garden? What brings customers into your garden center? What challenges in purchase do home gardeners experience? These are questions people in our industry ask every day. Each year, Monrovia conducts research with homeowners across the U.S. to answer these questions. The data guides the company’s new plant selection, marketing outreach, and customer programs. The results can also help growers reach consumers in a new way.
“We use various methods to conduct our research that we have found effective over time,” says Katie Tamony, Chief Marketing Officer (CMO) and trend spotter for Monrovia. “Our annual behavioral research study is conducted with 1,400 homeowners who buy plants. Then, on a monthly basis, we create mobile studies with our email subscribers as well as the general plant-buying population. These are often very visual, with questions about plant types, color preferences, and gardening styles. The results give us great insights into changing consumer attitudes and preferences about gardening.”
This year’s study finds gardeners feeling hopeful, accomplished, and nostalgic. More homeowners say gardening is something that brings them relaxation and provides a sense of escape. There is also a trend toward more natural-looking gardens. Here is a look at the data.
“Me Time”
Of those surveyed, 39% say gardening is their ‘me time’. That number is up 8% since last year. “Gardens continue to be a place to relax and unwind,” says Tamony. “That means visiting a garden center has to be a relaxing, sensory experience. The more retailers can create a place where home gardeners can explore, create, and relax, the more they can capitalize on this trend. A visit to your garden center needs to be part of their me time. If you think of creating a mini day trip on a weekend for your customers, it could pay off in more purchases, and more frequent visits.”
New Hobby
The survey also found that 31% strongly agree with the statement that “Gardening has become a new hobby/activity of mine.” This number is up 7% more than last year. “We’ve seen increases particularly in men, ages 35-45, who may have started during the pandemic and are still interested,” says Tamony. “This is a group that is searching for information and is open to communicating in more tech-savvy ways, such as receiving text messages on plant and materials promotions, or alerts to new plants in stock.”
Pride in Their Gardens
58% say gardening gives them a feeling of accomplishment. According to Tamony, the majority of those surveyed just like the feeling they have when something grows well and blooms.
“The No. 1 shared attitude among all age groups, income levels, and motivations to garden is pride in their gardens,” she says. “There is a sense of competition, so playing into that competitive spirit with sneak peeks and promoting unique and special plants will give them the sense of leveling up their garden. They also like to share their stories, so giving them opportunities to show their beautiful gardens offers them an outlet for their garden pride. Bulletin boards both in-store and online, with customer spotlights, can also appeal to this group.”
Sense of Nostalgia
36% say gardening reminds them of simpler times and makes them feel nostalgic. This number is up 4% more than last year. “This is a trend we see continuing to grow and evolve,” says Tamony. “It’s a wonderful opportunity for retailers to highlight ways that traditional plants like roses, hydrangeas, and lavender are becoming easier to grow with advances in breeding. The key is to really showcase what is new and different about these modern versions of nostalgic plants.”
Natural Look
28% say they like their garden to have a more natural look. That number increased by 6% more than last year’s survey. “Retailers can capitalize on what we’re calling the Modern Meadow trend by creating displays that mix compact grasses with perennials,” says Tamony. “Making it easy to see, and shop, this look gives home gardeners a reason to purchase.”
Pollinator Paradise
26% say they’re gardening mainly to attract pollinators. This trend is on the rise, increasing 6% more than last year. “Gardeners have been creating bee-friendly gardens for a while, and now we’re seeing that interest expand to other pollinators, especially hummingbirds,” says Tamony. “Highlighting the features of plants that specific pollinators love, such as tubular blooms, educates your customers and gives them more reasons to plant new varieties.”
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