We Asked
- What are your motivations for gardening?
- Which retailers do you visit and why?
- Do you use mobile apps and AI?
- What are your barriers to gardening success?
- …and much more
Background
This survey, conducted with 2,000 Gen Z and Millennial gardeners, dives into their interactions with garden centers, highlighting what drives their visits, shopping habits, and preferences. While a key focus is on how these two generations engage with local retailers, the findings also provide valuable context on broader topics such as gardening motivations, barriers to success, and the role of technology. This comprehensive insight offers a well-rounded view of the factors shaping the gardening experiences of younger generations, giving you a clear understanding of how to better connect with them in your business.
What is your primary motivation for gardening?
(Gen Z vs. Millennials)
There are no significant differences between Gen Z and Millennials when it comes to their motivations for gardening. It is noteworthy, however, that Gen Z has a noticeably lesser interest in growing food and a noticeably higher interest in beauty. Whether these are persistent trends or simply a matter of different priorities due to being in an earlier cycle of building a home, family, and garden is up for interpretation (and perhaps a future survey).
Satisfaction with buying garden items online
(Gen Z vs. Millennials)
Outdoor Plants
The most exciting finding is how many Gen Z gardeners have purchased plants online with a positive experience. Millennials are just a little behind, but the difference is noteworthy.
The most notable comparison is that there are more “holdouts” amongst millennials, i.e., they have yet to try purchasing plants online.
Tools
Both Gen Z and Millennial gardeners have positive experiences purchasing garden tools online. This aligns with older age groups.
Seeds
Analysis coming soon.
Houseplants
Analysis coming soon.
Sample results from the “Other” option
- Rain barrels
- No watering
- Spring well
- Irrigation ditch
The rest of this insight is for members only, please Sign In or Sign Up to continue.
The rest of this insight is for members only, please Sign In or Sign Up to continue.
Where do you primarily shop for garden items?
(Gen Z vs. Millennials)
Gen Z and Millennial gardeners are aligned regarding where they primarily shop for garden items, and the differences with other age groups are also relatively small.
Primary reason for not shopping at local independent garden centers?
(Gen Z vs. Millennials)
If unaware of a local independent garden center, does a map search show any?
(Gen Z vs. Millennials)
How frequently do you visit a local independent garden center?
(Only respondents that visit local independent retailers, Gen Z vs. Millennials)
What would make you visit more frequently? You can pick at most two options.
(Only respondents that visit local independent retailers)
Notably, Gen Z places more emphasis on eco-friendly options than do millennials, whereas millennials strongly indicate lower prices are a key factor. Note that millennials have a higher garden budget / more extensive gardens than Gen Z, which may explain the greater focus on price.
Which non-product factors would make you visit garden centers more often?
(Gen Z vs. Millennials)
Both Gen Z and Millennial gardeners may not be as receptive to how retailers have historically organized their plants, i.e. by department (annuals, perennials, vegetables, etc.). There is a clearly expressed desire to get inspired by showcasing how different plants and hard goods can be combined creatively.
Mobile App Usage
(Gen Z vs. Millennials)
Do you use mobile apps in your gardening efforts?
Analysis coming soon.
How do you use mobile gardening apps?
Analysis coming soon.
AI Usage
(Gen Z vs. Millennials)
Do you use AI in your gardening efforts?
Analysis coming soon.
How do you use AI in your gardening efforts?
Analysis coming soon.
What (if any) are your barriers to achieving gardening success?
(Gen Z vs. Millennials)
Analysis coming soon.
What is your total outdoor garden space?
(Gen Z vs. Millennials)
Unsurprisingly, Gen Z gardeners have significantly smaller gardens with which to work. Retailers could consider this and attempt to sell higher-priced items.
