January 2021 - 17

CONSUMER TRENDS
survive and thrive in low-light spaces as the new homeoffice
plant. These plants will help drive and meet further
demand for houseplants, " Dubow said.
3. Backyard Aficionado
According to a new survey, the industry picked up
16 million new gardeners during COVID-19, many under 35
years old. The survey also stated that the 35- to 44-year age
bracket had the highest mean spending, $608, of all the age
groups in 2019. Many in this group are raising a family, own
a home, and have an established career.
However, Dubow says that these new customers will not
stay unless the industry can find a way to entice them.
Garden centers should consider catering to the three
things that interest this Backyard Aficionado the most:
growing food, backyard activities and wellness.
" With the surge of at-home cooking and the fear of
food scarcity, many Americans have discovered the joy of
homegrown food for the first time, " Dubow says.
Second, the Backyard Aficionado is interested in reducing
their lawn. According to a recent National Garden Bureau
survey, 67% of respondents 35 and under shared that, while
they want green grass, they also desire the rest of their yard
to be planted with a wide variety of other plants.
Most importantly, the Backyard Aficionado is interested in
reducing stress and increasing health and wellness. According
to Dubow, simple ways to incorporate health and wellness
from the comfort of home or nearby outdoor spaces have
taken over as essential practices to maintain connections,
release stress, and recuperate a sense of normalcy.
4. Tiny Gratification
The fourth trend, Tiny Gratification, explores how the
Backyard Aficionado is getting into tiny plants, especially in
edible gardening. And because these plants are small, they
finish faster.
" To new gardeners, they're still learning the ropes and as
they do, provide them with tiny or fast-growing edibles, "
Dubow says.
She suggested some tiny veggie varieties that are sure
to be a hit with Backyard Aficionados: Micro Toms - the
world's smallest tomato plant - mini red or yellow bell
peppers, dwarf yellow crookneck squash, Tom Thumb peas or
Crunchkin pumpkins.
Houseplants are also jumping on the bandwagon. Stock
plants such as baby's tears, string of pearls, air plants, or
African violets are ideal for a customer's cubicle, apartment
or tiny desk space.
5. Design Abundance
The fifth trend spots a dynamic shift in the industry that
will lead to greener societies and a return to nature.
" As cities shut down across the world, plants and animals
began to reclaim human spaces. From coyotes on the
streets of San Francisco to a resurgence of bees and rare
wildflowers in the UK, we have the opportunity to rebuild
better, " Dubow says.
A shift will happen away from mulch and plants simply
for decoration to co-creating with nature. Gardens are more
than a human space because they are also an ecologically
With more people staying home, there will be an
even greater appreciation for indoor plants.
functional space, she says. In addition to designing
landscapes, people are returning to the comfort of their
backyard. People have invested in ways to provide hands-on
learning to keep their kids from getting bored and spaces
for adults themselves to relax.
" But how do we keep them outside year after year? First,
we design functional and beautiful landscapes. Shrink your
lawn, and plant and care for your trees, " Dubow says.
6. Turn out the Lights
According to " Nature's Best Hope, " the new book from
Doug Tallamy, a conservation hardscape should be a priority
for all. The number one way to achieve that is to turn out the
lights.
" Did you know that lighting up the sky at night is one of
the major causes of insect decline? " Dubow asks. " White
light draws insects in all night long, exhausting them, making
them easy prey for bats and birds. "
Garden centers can stock motion lights and LED bulbs in
the pollinator department and educate customers about
saving energy and insects.
" You can't reverse insect decline by yourself, but if we
each do our small part, we will enact change. Not only
will we restore insect populations, but we will create the
largest collective conservation effort in our history, and
one that can - and must - succeed for our own good, "
she says.
Garden Media Group ignites buzz for clients, offers
innovative public relations campaigns, and secures top media
placements and partnerships. The boutique PR and marketing
firm's annual Garden Trends Report is one of the most
published garden studies in trade and consumer news. Visit
www.gardenmediagroup.com for more information.
LGRMAG.COM | 17
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January 2021

Table of Contents for the Digital Edition of January 2021
