During the pandemic, gardening experienced a resurgence as people sought outdoor activities to fill their time during lockdowns. Garden centers across the United States saw an unprecedented boom, particularly among millennials, sparking optimism in the industry about the future of gardening. As the world slowly returns to pre-pandemic normalcy, the question on everyone’s mind is whether this renewed interest in gardening will continue to grow or begin to wilt.
In 2022, an impressive 80% of U.S. households engaged in lawn and gardening activities, marking a five-year high, as the National Gardening Association’s 2023 National Gardening Survey reported. Spending in this category also significantly increased, with the average household expenditure rising to $616, up $74 from the previous year. Danny Summers, managing director of The Garden Center Group, observed a 25% increase in sales compared to 2019, although he noted that sales have since plateaued between 2022 and 2023. Despite the challenges posed by volatile weather and rising costs, the interest among younger households gives hope to the industry. Summers believes the shift towards nature and gardening among younger generations “is very much grounded in nature and plants and gardening” and is a trend that is here to stay.
Local garden centers, like Flowercraft Garden Center in San Francisco and the East Coast Garden Center in Millsboro, Delaware, echo the national trend and highlight unpredictable weather challenges and increased costs. Lydia Patubo of Flowercraft and Chris Cordrey of the East Coast Garden Center both stressed the impact of adverse weather conditions on their businesses. Additionally, rising labor and material costs have forced garden centers to increase prices, which could potentially affect consumer spending habits. However, innovations such as container gardening and the popularity of growing one’s food have kept customers engaged despite price increases.
Ooltewah Nursery and Landscape Co. in Chattanooga, Tennessee, is a testament to gardening’s enduring appeal. General manager Kat McGraw reported sustained sales growth post-pandemic, with vegetable and fruit plants being particularly popular. Despite facing similar challenges with weather and rising costs, McGraw remains optimistic, noting her customers’ continued enthusiasm for creating beautiful outdoor spaces.
As garden centers gear up for another crucial spring season, the industry remains hopeful that the pandemic-inspired gardening boom will persist and flourish. With a new generation of gardeners emerging, the roots of this trend appear to be deepening, promising a lush future for both gardeners and garden centers alike.
