Meet them where they are

As we kick off a new year, we often look back and take stock of where we are and how far we’ve come. Change has been coming fast and furious the past few years, so it’s probably no surprise to you that your customer base is shifting and growing rapidly as well. You’re not just selling to ‘gardeners’ anymore; you’re selling to ‘plant parents,’ ‘amateur horticulturalists’ and ‘houseplant collectors.’

Younger customers are showing off their finds on TikTok and Instagram instead of bragging on Facebook and at garden clubs. They’re naming their plant babies, buying grow lights and googling the best way to propagate the rare jewels of their collections. They’re also looking for ways to support their local ecosystems, grow their own food and improve their stress levels. It’s not just about pretty plants anymore.

But change is hard (as we’ve all been reminded over the past two years). Breaking into new territory and shifting the way we think goes against our natural instincts to keep the status quo. They call it the ‘comfort zone’ for a reason, after all.

Consumers have rediscovered the many benefits of plants and gardening, and their enthusiasm isn’t slowing down. It’s time to meet them where they are and keep that passion going. And that means there’s no time like the present to capture that blooming interest and grow the industry.

Rather than try to force newer customers into the traditional garden center model, there are so many opportunities to cater to their specific needs. In this month’s cover story, you’ll meet garden centers that are embracing new customers by literally meeting them where they are. These innovators are taking their plants on the road in trucks or setting up temporary pop-up shops to spread their love of plants to new areas.

While this method might not fit for garden centers everywhere, opportunities abound for those looking to grow or improve their business as the industry continues to evolve.

To help you take charge and make sense of this changing market, we’re happy to be bringing some of the best and brightest minds in the industry to Orlando, Florida from Aug. 1-3 at the Garden Center Conference & Expo. We hope you’ll bring your team to join us and your fellow garden retailers for two and a half days of education, networking and inspiration. Plus, you won’t want to miss the chance to see the newest products coming to market on our trade show floor. It’s a great chance to get ahead of the curve, take advantage of the opportunities abounding in the market and set your business up for success for years to come.

Learn more at gardencenterconference.com, where you can also find the latest updates, schedule, registration rates and more. We can’t wait to see you there!