BREAKING NEWS: Garden centers projected to overtake mass merchants in 2007

Big news from the Garden Writers Association, a group that publishes garden consumer surveys throughout the year. For the first time in years, more consumers say they plan to shop at garden centers (47%) than mass merchants (44%), according to GWA’s Early Spring Gardening Trends Research Report. (Membership required for free report. Can be purchased by non-members for $50).

This hasn’t been a neck and neck race. A mere 39% of consumers planned to shop at garden centers in 2006, compared to 52% wanting to shop at mass merchants. The split was similar in 2005, at 40% to 51%. So this year’s turn around is a major shift.

What’s driving the change in consumer attitudes? Quality-driven consumers, according to GWA.

The numbers on those quality consumers are intriguing and indicate a turn in how mass merchants and garden centers are perceived. As a start, what percentage of gardening consumers that cite “best quality” as the most important criteria prefer garden centers to mass merchants?

I’m guessing you think it’s a high percentage. Actually, it’s 51%, while 41% shop at mass merchants. The bigger surprise is that this is a major improvement over the past couple of years. In 2006 and 2005, only 43% of quality-driven shoppers planned to shop at garden centers (compared to, gulp, 48% choosing mass merchants).

The report had another section that caught my eye: The organic products consumers want. When asked, “those who spend money on garden-related items” (to quote the report) showed a surprising desire for organic products across the board.

Most retailers have said they do not get many requests for organic goods beyond the usual fertilizers. In this report, though, 19% said they want organically grown flowering plants, trees & shrubs. That’s just about 1 in 5. And it’s not too far off the leading category, organic plant food or fertilizer (29%).

The second most popular? Garden fruit or vegetable plants, at 28%. Something to think about, isn’t it.

-- Carol

Comments

[SM]

I beginning to think consumers are just getting plain bored with big boxes. They're everywhere. They offer the same products and, in many cases, the same lackluster customer service. Customers are looking for something fresh and different. And--as styles go--what was old has become new again. The local garden center is looking far more interesting and exciting.

[Eddie Anderson]

No where else in the world do the climate and culture come together as they do in our home towns. The local family owned Garden Centers and Nurseries are in the best position to protect, interpret and influence their community. Let us celebrate our uniqueness.