Patriotic purchasing

Garden center retailers likely don’t need research to prove that consumers are increasingly patriotic about their purchases. They see it in their stores. But the statistics illustrating that people prefer American-made products are staggering.

When Americans are given a choice between a product made in the U.S. and an identical one manufactured abroad, 78 percent of Americans would rather buy a product made in the U.S., according to a 2013 survey by the Consumer Reports National Research Center.

In another study conducted for The National Hardware Show by YouGov, a UK-based market research firm, 81 percent of respondents said they would rather purchase something made in the U.S. because they believe it will help support the economy. They’re also willing to spend more. According to the Boston Consulting Group’s survey of more than 5,000 consumers in the U.S., China, Germany and France about their feelings on products Made in the USA, two-thirds of American consumers are willing to pay a premium for products made in their home country.

In January 2012, AmericasMart Atlanta dedicated an entire floor to the “Made in the USA” category because of how many retailers were looking for American-made goods. Each year at the January market, 90 to 100 companies showcase their American-made products that run the gamut, says Jill Brady Ford, vice president of leasing for the AmericasMart Gardens and the outdoor living category.

“My staff tells me that a lot of retailers are looking for products made in the U.S.,” Ford says. “At our market we have an identifier in the directory [for Made in the USA products], but also in the gardens we have a little marker on the sign if it’s made in the USA so you can identify that.”

Emphasizing American- and locally made products is a priority for Hammock Gardens in Palm Coast, Fla., says Janine Regina, who co-owns the garden center with her husband, Michael Fonseca.

When customers are browsing the store and stop to examine a product more closely, once they realize it’s made in the U.S., Regina has noticed they’re more intrigued and willing to buy.

“The quality of American-made items seems to be better. I’m a true believer that you get what you pay for. We’ve always run our business on higher quality standard,” she says. “Cheaper parts don’t hold up outside, and you may have to replace it. Quality is tied to it and obviously I want to support the local artists who have creative and unique items.”

And being unique is the key, she adds.

“I see that from the consumers. They’ll support local artists, but the piece has to be unique enough to justify the money they pay for it.”

Not all items Regina sells are made in the U.S., but she does highlight the fact that she does offer homemade products on the store's homepage.

Flora Grubb Gardens in San Francisco, Calif., takes that idea a step further by showcasing specific artists and their work on the store’s website.

For example, when you browse the indoor gardens section of the website and select pottery and containers, you’ll see images from BKB Ceramics, based in Joshua Tree, Calif., and Andrew DeWitt Pottery, based right in San Francisco, and blurbs about each company.

The challenge for retailers is confirming the products their touting are indeed made in the U.S.

“I was led to believe [by a sales representative] that a ceramic holiday ornament with cute painted designs was made in the USA,” Regina says. “They mislead me because they said they ‘design’ them in the USA, but they actually manufacture them in China, and that’s not quite the same as ‘Made in the USA’.”

Ford says Amy James, who handles the Made in the USA category for AmericasMart, researches each product and company carefully to make sure their claims are true.

Regina learned from that experience, but one way to confirm the authenticity of American-made products is finding local artists who create them. She has a special section within Hammock Gardens specifically for Florida- and Southern-based artisans, and it's a section that tourists visiting the store flock to. There they can find nautical-themed pieces to take as souvenirs for themselves or gifts for others and other items with a local flair.

A big trend Regina is seeing that complements the attraction toward items made locally or in the country is the popularity of goods that are created with reclaimed and repurposed items. She sells silverware and sea glass made into jewelry, and recycled wood from fences made into figurines.

“People love seeing reclaimed items as long as they don’t look too crafty,” Regina says. “Otherwise, people think, ‘Oh, I can do that.’”

For garden centers that are looking to feature more local artists, Regina suggests setting up a consignment program to start to see how things go.

“A lot of artists are willing to do consignment. It’s beneficial for a lot of business owners because they don’t have to invest as much. They don’t get as much of a percentage, but you don’t have to pay outright and you can fill up your shop with inventory as you sell it,” she says. “And, if it doesn’t sell, you can try another artist.”