January 2023 - 30

CONSUMER TRENDS
What's Trending
With Home Gardeners
Katie Dubow shares the most
surprising insights from
Garden Media Group's 22nd
annual Garden Trends Report.
By Teresa McPherson
arden Media Group owner Katie Dubow had been
actively avoiding one of the trends featured in her
company's Garden Trends Report this year - but
she encourages garden centers not to do so.
" The TikTok trend ... was something that I had been
ignoring, not only in my professional life but in my
personal life, " she says. " I hadn't joined TikTok, I was
really kind of anti-TikTok and my younger colleagues
convinced me that I can't ignore it anymore. When you
look at TikTok, it is one of those platforms that is huge in
gardening - gardening is one of the top four most talked
about things on the platform.
" My colleague showed me some of the influencers that
were on there - how users are walking around garden
centers, doing garden center tours and the garden centers
they're touring are not on TikTok. There's nobody there
to comment, nobody there to like it. So it really helped
me see that, as an industry, we cannot ignore TikTok
anymore. This platform is growing by leaps and bounds,
and it's not just young people anymore. They have a huge
engaged user base of 50 million daily active users - I'm
doing a report on it right now - and more than 55% of
them are 25 or older, while 37% are 35 and older, so it's
not just young people anymore. I was really surprised by
30 | LAWN & GARDEN RETAILER | JANUARY 2023
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that. I definitely thought it was just young people doing
these dance videos, but it's really not. People are going
to the platform for gardening content, for investment
advice, for book recommendations. "
She says all garden centers need to have a profile on
TikTok - not necessarily to be active on, but so that
people can tag them.
Need some inspiration or motivation to join? Check out
some other garden centers' accounts. " I see some garden
centers doing it really well, like Tonkadale [Greenhouse in
Minnetonka, Minnesota], " Dubow says. " They are doing
it really, really well. But I don't think that you have to be
[posting every day], but you should be there to see when
you're being talked about. "
She says the best way to participate in TikTok - and
social media in general - is to partner with influencers.
" I think the best way to share your message is to have
somebody else tell your story, " Dubow says. " Instead of
you saying how great you are, if someone else says how
great you are, it's a little bit more believable. I think
working with influencers is a wonderful way on the
platform, and garden centers should work with microinfluencers.
The TikTok influencer that has 100 million
views might not be the right fit, but find some local

January 2023

Table of Contents for the Digital Edition of January 2023

January 2023 - 1
January 2023 - 2
January 2023 - 3
January 2023 - 4
January 2023 - 5
January 2023 - 6
January 2023 - 7
January 2023 - 8
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