Young homeowners want reliable plants and lots of info

Eberly Public Relations, a research and media relations firm specializing in the horticulture industry, conducted a focus group earlier this year to find out what young homeowners want from their gardens.

Focus group participants were male and female, 25-42 years old. All were first- or second-time homeowners. The group included participants from across the United States, with a concentration in Northeast and Mid-Atlantic states. Here are a few tidbits that emerged from this discussion:

• Interest in purchasing plant material rose 14.9% from last year. (The firm conducted 3 consecutive focus groups in 2006.) However, participants only expressed interest in buying plants that are cultivated to be more robust, floriferous and disease resistant. The group enjoys plants, but wants them to meet high standards and expectations.
• 54% of focus group participants indicated they prefer plants that are functional and provide ornamental value. Landscape solutions are what they want -- not just decoration.
• The focus group showed growing interest in learning about plants and landscaping. There was a 12.5% increase in participants indicating they want to know more about cultivation and use of plants.

What are you seeing at your store? Are customers looking for knowledge and solutions? Or are they content with a leisurely day of shopping for outdoor decor?

-- Sarah

Comments

[Trey]

It’s interesting that we are told in various trade publications that the customer doesn’t want to learn about plants but rather just want a pretty end result. Dumb it down and watch sales fly. This study would seem to indicate that’s not the case. People actually want to learn more about gardening. Who would have guessed?