From soil to centerpiece: Trends in home cutting gardens
Cut flowers aren’t just for special occasions like weddings and anniversaries; many homeowners are growing their own cut flower gardens to have a months-long supply of fresh flowers for their home and for gifting.
According to a study from Future Market Insights, the cut flower industry is estimated to be worth $39.5 billion this year and will reach $64 billion by 2034. The growing trend of using cut flowers for weddings, special occasions and celebrations is influencing the market, as well as rising disposable incomes, according to the report.
Garden centers can set customers up for success by promoting cut flower-friendly annuals and perennials, as well as add-on items like fertilizer, clippers and other flower care products. In addition, consider holding classes on cut flower gardening — seed starting or selecting suitable varieties in the spring, and a flower arranging class once the flowers are in bloom.
When promoting cut flower gardens to your customers, here are some trends to consider.
Flowering Shrubs
Flowering shrubs are well-suited for cuttings, with less labor involved than planting annuals or bulbs. In fact, annual maintenance is required for many flowering shrubs, so cutting the flowers when they are in bloom also helps with pruning and shaping the shrubs — which benefits both the plant and your customers!
“Reblooming hydrangeas like Endless Summer, which produce successive flowers through a hard fall frost, fill the garden with blooms — and produce enough to also create cut arrangements without leaving just green leaves,” said Ryan Mcenaney, marketing and communications manager, Bailey Nurseries. “The newest introduction, reblooming hydrangea ‘Pop Star’, has set the new standard for speed to rebloom, so this is my current favorite for cut arrangements because of how fast it produces new flowers. It’s fantastic to market to consumers as a great landscape option that can stay filled with flowers, even if you cut blooms for arrangements.”
Monochromatic Moods
While bold color combinations might still be in style, monochromatic floral arrangements highlight the beauty of a single shade and show the power of simplicity, according to Cascade Floral Wholesale. According to their blog post, Floral Trends to Look Out for in 2024, “Think of it as a celebration of one shade and its rich tones, creating an elegant and cohesive atmosphere. You can also emphasize shape by selecting various statement blossoms and accent flowers, leading to true sculptural art within a single bouquet.”
Garden centers can use this by making arrangements and color blocking displays — perhaps highlighting Pantone’s 2024 Color of the Year, Peach Fuzz, and the range of tones and hues that complement it.
Factor in Fragrance
Fragrance is a big part of why homeowners opt for cut flower arrangements in the home. The scent of fresh spring lilacs or the classic rose can bring a sense of wellness or relaxation.
Every year, Monrovia conducts consumer research, asking 1,400 homeowners who have purchased plants and are planning to do outdoor projects about their interests. They’ve found that consumers’ interest in fragrance is growing.
“We are seeing interest in fragrant flowers expand, especially when tied to the idea of gardening for relaxation and wellness. Our research shows that this trend has been on the rise since 2020,” said Katie Tamony, chief marketing officer and trendspotter at Monrovia.
“Gardening has increasingly become an activity that allows us to remove ourselves from the noise of life. Home gardeners tell us that it makes them feel energized and rejuvenated, giving them a more positive outlook, and contributing to better mental health. Fragrant flowers can be a big part of boosting those positive feelings. Bringing flowers from the garden inside provides even more benefits.”
For many years, breeding work in roses focused on disease resistance, which sacrificed fragrance, but modern breeding is bringing fragrance back, Tamony said Monrovia’s new Eau de Parfum rose collection features exceptionally fragrant and disease-resistant roses. The high petal count and color-saturated blooms are great for the landscape and cutting gardens, she said.
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