Easy as X, Y, Z

Younger gardeners are planning to spend more time and money on their gardens in 2024 than older gardeners. That’s the big message of Axiom Marketing’s 2024 Gardening Outlook Survey. And it’s a message that IGC owners should internalize — because recognizing generational needs and desires can help focus marketing and product selection to drive business goals.

While all gardeners surveyed in the annual report plan to plant more and expand their gardens in 2024, the percentages are highest among Gen Y, a.k.a. millennials, (76.2%) and Gen Z (71.2%). In general, Gen Y and Gen Z represent a cohort between the ages of 11 and 42 years old. That’s an enormous population that represents those just starting out in Gen Z and those who are establishing their careers and home lives in Gen Y.

Establishing proverbial roots in communities might just be the key to understanding the reason behind Gen Y’s increased garden spending, according to Axiom founder and CEO Mike Reiber. “We asked ourselves, well, why is Gen Y doing that? And I think a big part of that, they're in the peak of their earning years, and they can afford to spend more.”

Reiber also hypothesizes that high interest rates might be inspiring the early middle-aged homeowners to stay in their homes, further inspiring them to invest more in gardens they intend to be active in for the long term.

This hypothesis is strengthened by respondents from older generations (Gen Y and Gen X) who said that if they weren’t spending on their garden, they would be spending on home improvement. The assumption is that staying put would make people want to invest more in their immediate environment. There’s additional corroboration in the survey, with 58% of all respondents reporting their main gardening project will be increasing the curb appeal of their home.

The desire to improve homes may also influence where gardeners are buying plants. According to the survey, respondents listed big box home improvement stores like Home Depot and Lowe’s as their primary source for plants and tools. IGCs were listed fourth behind Walmart, which was third.

Those numbers aren’t ideal for IGCs, but they also don’t tell the entire story, according to Reiber. More than 56% of respondents reported visiting IGCs the same number of times in 2023 compared to 2022. An additional 20% said they increased their visits to IGCs in 2023. “That’s pretty good, given the purchase numbers,” Reiber notes.

He also points out one area IGCs outpace their giant retail competitors. When asked where they go to check out new plant varieties, tools and information, IGCs come out on top — ahead of big box home improvement stores. When asked why a visit to an IGC was important, respondents noted more plant choice and new plant varieties as their top reasons for visiting.

Reiber says the Gardening Outlook Survey may show IGCs there are opportunities to lean into home improvement products, ideas and messaging, particularly when it comes to curb appeal. “I think the play is to take a page out of what Lowe's and Home Depot do,” he says. “Enable weekend warrior projects. But work those projects towards plants.”

For instance, Reiber imagines an IGC can offer a selection of paint to change the color of a front door, with plant recommendations that complement the color and style. He also suggests leaning into custom planters that boost curb appeal or classes that help home gardeners make planters themselves.

With younger IGC customers eager to spend money on their homes and gardens, garden centers can and should consider the fact that they’re seen as sources of inspiration and information. They have the ability and the knowledge to help younger homeowners improve their spaces in the coming year and find success.

“It's all about the ideas,” Reiber says. “We know garden centers are good at ideas. But have they linked their ideas to what people might think of as home improvement? I don't believe they have, from my personal experience.”

The full 2024 Gardening Outlook Survey is available at axiomcom.com/2024-gardening-survey. Read on to explore the highlights.

Patrick Alan Coleman is editor of Garden Center magazine. Contact him at pcoleman@gie.net.