Boomer or Bust
Garden centers today stand at a crossroads, grappling with three significant challenges: an aging customer base, the rise of the zero-click economy and internal resistance to technological change. Observations from across the industry reveal that many traditional garden centers are struggling to connect with younger generations while competing against big-box stores and online retailers. The solution is clear: Garden centers must embrace technology and modern marketing to remain relevant. But this requires not just tools — it requires a shift in mindset.
The Aging Customer Base and Why It Matters
Walk into many garden centers, and the customer base often skews older. While loyal and passionate, this demographic is shrinking as younger generations gravitate toward big-box retailers or online platforms for their gardening needs. Millennials and Gen Z are the future of this industry, yet they approach shopping differently. They seek convenience, eco-conscious brands and immersive experiences — and they demand it all digitally.
Younger customers don’t necessarily dislike garden centers. They love plants, sustainability and unique spaces, but they want modern solutions. A garden center that relies solely on tradition is missing a massive opportunity to engage a new generation of plant lovers. These are the customers who want to learn how to decorate their apartments with houseplants or grow their first vegetable garden, but they’ll search for those solutions online first — not in-store.
The Zero-Click Economy: A New Shopping Paradigm
The emergence of the zero-click economy has flipped traditional shopping habits upside down. Consumers now expect to buy directly from their phones, often in-app, with the promise of next-day delivery. For garden centers — known for hands-on, in-person experiences — this trend can feel like a direct threat. But here’s the truth: it’s an opportunity.
Our data shows that over 50% of our garden center’s app interactions happen after hours, meaning customers shop when it’s convenient for them, not when stores are open. In this new economy, having a robust digital presence — an app, online store, or integrated loyalty program — is critical. By leaning into the zero-click trend, garden centers can position themselves as accessible, modern and ready to meet customers where they are.
The alternative is falling behind. Competing with online giants like Amazon may feel daunting, but garden centers have something they don’t: local expertise, community connection and a tangible experience. Technology doesn’t replace these advantages — it amplifies them.
Resistance to Change: The Industry’s Biggest Hurdle
Let’s address the elephant in the room: many garden centers are family-run businesses with owners and staff who are wary of change. This hesitation is understandable; for decades, these businesses thrived on in-person relationships and word-of-mouth marketing. But the world has changed, and clinging to the old ways could mean losing out on the next generation of customers.
Introducing new technology doesn’t mean losing the personal touch. On the contrary, that’s what drove us to develop the Grow Campaign and a dedicated app platform to make it easier to connect with customers in meaningful ways. The Grow Campaign focuses on storytelling — sharing the history, values and expertise that make a garden center unique. When paired with an app, this content reaches customers where they spend the most time: their phones.
Overcoming resistance requires showing owners and staff the tangible benefits of these tools. Success stories from other garden centers, measurable results and simplified implementation can help ease fears and demonstrate that modernizing isn’t just necessary — it’s empowering.
Observations from the Grow Campaign: Storytelling Works
In an age of endless digital content, storytelling is the ultimate differentiator. The Grow Campaign exemplifies this, allowing garden centers to connect with younger audiences by sharing their mission, values and expertise.
Younger generations respond to authenticity. They want to know that the plants they buy are sustainably grown, that their purchase supports a local business and that they’re part of a larger community effort to live greener lives. Your marketing needs to deliver this message through blog posts, social media and app content, creating a narrative that resonates.
Author Seth Godin said, “People do not buy goods and services. They buy relationships, stories and magic.” An example of this is a campaign showcasing “How to Create a Pollinator-Friendly Garden.” It isn’t just informative; it’s inspiring. It appeals to eco-conscious millennials and Gen Z while promoting the center’s product offerings. This approach turns a casual browser into a loyal customer. Your target audience are aspirational gardeners. Shifting your message to something that inspires and informs you can be a key differentiator. Sell gardening, not just plants.
Why Apps Are a Game-Changer
The idea of a garden center having an app might seem futuristic to some, but it’s quickly becoming the standard. Younger consumers already rely on apps for everything — from ordering groceries to managing fitness goals. An app isn’t just a convenience; it’s a necessity.
Through a dedicated app, garden centers can offer:
- Push notifications: Instant alerts for sales, workshops or seasonal tips.
- In-app shopping: A frictionless way for customers to browse and buy anytime.
- Loyalty rewards: Incentives that encourage repeat visits and engagement.
- Educational content: Integrated stories from the Grow Campaign that inform and inspire.
These features address the zero-click economy head-on while fostering deeper connections with customers. Importantly, they’re accessible to both tech-savvy millennials and baby boomers who appreciate simplicity.
A Call to Action: Modernizing for Survival
Garden centers have long been community staples, offering a personal touch that big-box stores and e-commerce platforms can’t replicate. But to thrive in today’s market, they must evolve. Observing trends like the zero-click economy and younger generations’ expectations makes one thing clear: The future is digital.
We developed the Grow Campaign and app platform to provide IGCs with the tools to bridge the gap between tradition and innovation. They allow garden centers to maintain their authenticity while meeting customers’ modern needs. The resistance to change is real, but so is the risk of falling behind. The time to adapt is now.
In my experience, the most successful garden centers aren’t the ones that hold onto the past. They’re the ones that embrace the future — a paradigm shift in thinking that begins using storytelling and technology to cultivate relationships with the next generation of gardeners. The message is simple: evolve, engage and grow.
Videos
