Growing Green: The Thriving Gardening Industry

2. Greenery Purchases = More Green in the Bank • According to the latest data from GardenResearch.com, US consumers spent $36.1 billion dollars on lawn and garden products and services during 2015, an improvement from 2014, which had the least spending total of the past 5 years. • Approximately 90 million households, or 75% of all US households, participated in do-it-yourself lawn and garden activities during 2015, with the average household spending $401, a significant increase from 2014’s average of $317. • Of those households, 36% participated in food gardening (fruits, vegetables, berries and herbs), spending approximately $3.6 billion, and 34% participated in flower gardening, spending approximately $2.7 billion.

3. Across the Regions • According to Garden Center’s 2016 State of the Industry Survey, 59% of respondents said their spring 2016 sales increased. The West region had the biggest increase, at 69%; followed by the South, 63%; and the Northeast and Midwest, both 53%. • Survey participants in all 4 regions had high expectations for their 2016 profit margin, with the West and South at the top, at 85% each; the Northeast, 81%; and the Midwest, 79%. • During the spring 2016 sales season, edibles had the biggest increase in sales in the Northeast, at 15%; in the Midwest, it was annuals, 25%; the South, trees and shrubs, 29%; and the West, drought-tolerant plants, 15%.

4. Landscapers Are a Busy Bunch • According to Lawn & Landscape’s 2016 State of the Industry Report, 84% of survey participants said they were profitable during 2015, compared to 74% during 2014. • For 2017, 47% of survey participants were very confident that their revenues would increase, with just 4% not at all confident, with 50% of irrigation services companies and 49% of lawn care/chemical applications companies very confident. • When asked which new services they would offer during 2017, 17% said lawn care/chemical application; followed by 16%, design/build services; 8%, irrigation; 8%, trees & ornamentals; and 2%, landscape maintenance.

5. Horticulturists’ Happy Harvest • Greenhouse Grower’s 2017 State of the Industry Survey found that 2016 sales increased more than 10% for 30% of horticulture industry suppliers and 70% of growers said their 2016 revenues increased. • Another positive sign for growers is that 50% said they would increase their production during 2017, with more investments in greenhouse structures and coverings, the largest increase during recent years. • Among all growers, 35% will increase the production of perennials during 2017; 32%, herbs and vegetables; 29%, annuals; 27%, flowering potted plants; and 23% plugs and propagation material.

6. Green Thumbs and Soiled Hands • GardenResearch.com’s 2016 National Gardening Survey revealed that 5 of the 6 million new gardening households were Millennials, with 37% of them growing herbs indoors. • According to the 2016 Generation of Flowers Study, Millennials and Gen Xers were primarily responsible for the increase in purchased houseplants, with 70% of Millennials and 67% of Gen Xers having made purchases during the past year. • Overall, consumers spent an average of $18.36 for a houseplant as a gift for themselves, $20.66 for a “just because” gift for others, $22.13 as a home decoration and $19.98 as an office decoration.

7. A Sprouting Industry • Garden Media Group’s 2017 Garden Trends Report highlights indoor gardening as a growing trend, as the demand for organic, locally source food, especially among Millennials, has exceeded supply. • The report also forecasts that the gardening industry will become the next to offer subscription services for seeds, plants, products and tools, and to provide regular workshops, which are particularly attractive to Millennials. • Landscapers report that more homeowners prefer to feature native plants of their region in their gardens and landscaping. More landscaping materials are also locally sourced, such as rocks and posts made from on-property or nearby trees.

8. Advertising Strategies • With indoor gardening a growing trend, garden centers and nurseries can promote classes and a bundle of products at a discounted price for a starter indoor garden and displayed prominently in a high-traffic area. • Landscapers who have experience in designing and installing landscapes with native plants and the use of locally sourced landscaping materials should highlight this specialty or comparative difference from their competitors in their advertising. • Although postcards, or direct mail, may be an old advertising medium, they can maximize results when retailers in this sector mail them to residences and businesses in neighborhoods where they are doing work and their trucks are seen for a period of time.

9. New Media Strategies • Videos are the most attractive online and social media content. Retailers in this sector have a wealth of information and ideas that can be shared on videos, including simple D-I-Y projects, introduction of new plants, trends and even live programs via Facebook Live. • Duplicate or participate in Seed Keeper Company’s Seed Keeper Project that recognizes school gardens in all 50 states. It’s a perfect opportunity to educate children and allow them to share their gardening experiences on social media. • Another collaborative effort in some markets is garden centers and nurseries working with zoos and botanical gardens to promote the use of annual and perennials that attract bees, butterflies and other pollinators. It’s another program easily shared on social media.