February 2021
Houseplants and Growing Your Business

New gardeners' increased confidence in their gardening abilities could translate to growing more challenging or time-consuming plants.

We’ve all heard over and over that millennials are driving the wave of new gardeners. A new survey from the folks at Axiom took a look at how the experience of those plant parents stacked up against gardeners over 40.

The Axiom 2021 Gardening Insights Survey found that, while most over-40 gardeners said they made the same number of visits to garden centers in 2020, younger gardeners say they visited more. For age groups 19-28 and 29-39, 57% said they visited IGCs more last year than in the past.

These youngsters also reportedly felt very confident in their 2020 gardening activities. For those ages 19-28, nearly 90% said they felt successful or very successful with their 2020 garden —  and 92% for the 29-39 age group. That feeling of success is reflected in their plans for 2021 — more than half of the 19- to 28-year-olds said they plan to plant more and expand their gardens in 2021; 67% of the 29-39 group said they will be planting more than they did last spring.

So what does this mean for your IGC? Increased confidence in their gardening abilities could translate to growing more challenging or time-consuming plants. These gardeners might want to expand their crops to include lesser-known (but social media-worthy) vegetable varieties that their neighbors aren’t growing, or expanding their houseplant collection into a more diverse assortment.

Also in This Issue

Speaking of houseplants, author Lisa Eldred Steinkopf recently visited a few independent garden centers and reported back that she was surprised by how many rare plants she saw. She spoke to a few plant people to find out what’s trending in houseplants (see “Houseplant Trends“), including a familiar face in the pages of this issue — Jared Hughes, owner of Groovy Plants Ranch and the subject of this month’s 5 Minutes With… Click here to read more about Jared.

Here, Gail Pabst and Diane Blazek of National Garden Bureau introduce a new monthly feature that will begin next month: “Tools to Grow Your Business,” where NGB’s social media experts will share their quick and easy tips to — you guessed it — increase your social media presence, thus grow your business. These bite-sized tips are intended to be quick actions you can take each month that, over time, will make a big difference. I hope you’ll follow along — and let me know of your progress along the way.

Shoot me an email at [email protected] to tell me what you think.





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