Are white, middle-aged women still gardening?

What she’s telling you:

Merchandise beauty. Flower bulbs, containers, flowering plants and houseplants are where her loyalty lives. She's 25% to 50% more likely than the average gardener to buy in these categories.

Say “pollinator,” not “native.” She buys plants framed as beneficial to bees and butterflies at well above average in volume.

She comes to the store. She's more likely than the average gardener to shop at independent garden centers and shops online less than most gardeners. The experience is important.

Sell the feeling, not the ROI. She gardens to create, unwind and connect with nature and is the least moved by “home value.” Lead with inspiration and design, not utility.

She's a shrinking, deeply committed core. Her cohort is leaving fast; the ones who remain are deeply committed. Winning her loyalty matters more each year.

Why she gardens: “Across the whole market, 'be creative' is the motivation fading fastest. Yet it's one of the things that still sets this group apart: They over-index on creativity, on connecting with nature, and are the least moved by what the garden does for their home value. They're gardening because they want to.”– Dave Whitinger, Garden Research

Source: Dave Whitinger, executive director, Garden Research, based on National Gardening Survey data.