Survey of Garden Customers

Your local garden center has a continuing interest in what its customers seek and will seek in the future. That information has much to do with the success of the business.

One important source of trends among gardening customers is the National Gardening Survey, a private company that conducts annual surveys of consumers of garden-related products. The NGS has recently released its 2015 survey.

The full survey is quite pricey, but in today’s column we summarize the available highlights with an emphasis on the gardening customer’s perspective.

The bottom line of the survey findings has been summed up as “a bold, exciting future for garden retail!!” That’s good news for your local garden center because it reflects growing interest among gardeners.

The NGS estimates that 75% of all U.S. households are undertaking some level of gardening. That works out to 90 million households, an increase of six million households over 2014.

When analyzed by age, 5 million of the additional gardening households had participants in the 18–to–34-year-old range, the group often called the “Millennials.” Meanwhile, the number of households with participants in the 55+-year-old range reportedly remained steady. (This leaves an increase of 1 million households presumably with ages 35–to–54.)

So, gardening customers got a little younger, on average.

The average annual expenditure on gardening rose from $317 to $401 per household, a stunning 26% increase year–to–year, and about 10% over the average of the previous five years. This combination of more customers and more spending makes the lawn and garden industry optimistic.

The overall receipts of this industry total $36 billion, which is notably about three times the Hollywood box office receipts. Still, household spending for gardening products and services, when adjusted for inflation, remains well below the peak reached in 2003.

The NGS’s findings don’t reveal why the rate of spending for garden items lags below the historical peaks, but one plausible interpretation is that gardeners are getting smarter by using online information.

The NGS has concluded that garden customers are discovering the information they want through online research and then seeking validation at their local garden centers. This pattern contrasts with past practices in which customers asked garden center staff for basic information.

The NGS recommends that garden center should focus more as project success centers, rather than hand-holding discovery centers.

As your local garden center modifies its services in this way, you must find answers to your gardening questions on your own, using online resources, books and magazines, and fellow gardeners. Local garden societies can be important sources of basic gardening information.

This column often refers to online sources of gardening information, and will continue to include helpful web addresses. The success of any search for information begins with a thoughtful formulation of the question. Books have been written on strategies for asking the right question, which is central to critical thinking, but acquiring basic factual information about gardening need not be complicated. Many questions for such information can begin with “how” or “what,“ e.g., “how do I plant a tomato?” or “what is a good way to plant a tomato?”

When seeking such information online, many search engines can respond to natural language queries, but they are really oriented to keywords. You will get pretty much the same response by entering “tomato plant.”

The staff at your local garden center surely will continue to respond to your factual questions, but the Internet will be more readily available and will offer a deeper trove of information.

The 285–page 2015 National Gardening Survey can be purchased and downloaded here.

For the highlights by land and garden industry consultant Ian Baldwin, visit his website and scroll to National Gardening Survey: What’s Not to Like?

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