November/December 2020 - 13

DIRTY SECRETS
projects, money is going to holiday décor and creative gift
making to make 2020 potentially suck a tiny bit less and help
bring our families some joyful memories.
Creativity this season might best be summed up under
the headline " Yes, it IS all about YOU, " meaning that, more
than ever, customers are craving the personal touches, the
things that can be one-of-a-kind or personalized.
These customers are also distinctly divided between
two solid camps of " Classic, Clean and Contemporary " and
the polar opposite of " More is MORE. " You will know who
your people are; don't try to be all things to all people. But
that doesn't mean that if you decide to go all in on the hot
trend for tiny cache pots for houseplants you can't have two
separate displays and cover your bases.
Community. This is a tough one, but if you can find ways to
help encourage this, customers are craving it! Obviously, we
need to think and behave in pandemic-safe ways; however,
you can suggest the idea of " community " in so many ways
with your product mixes. From your book selections, to
charity fundraisers through a gift-with-purchase program,
holiday gift drives for ALL AGES, customer-driven donations
to at-home school programs for beginning gardeners ...
there are innumerable ways you can bring your community
together through the garden center that we might never have
considered before our new normal.
This year, community also means a large emphasis on
buying local when we possibly can, too. If you can bring
in items from local community vendors, it's often a much
more meaningful sale when you can share the story of that
person in your community and how their products came to
be in your store, too.
Molbak's Garden and Home offers a bevy
of holiday décor items.
Themes from Two Local IGCs
For a more micro look at what I found at two of my own
local independent garden centers, here's a few themes and
ideas for you to ponder and see if they might work for you too!
The Christmas Garden
Holiday greenery, garland and trees will always be in
style, but this year more than ever, going deep on ALL
THINGS houseplants is a winner too. For the passionate
" plant parent " in your life, consider not just the plants and
pots, but the quality grow-light bulb that fits into a groovy
decorator lamp and a book on " Growing Under Lights " to go
with it. Maybe pebble trays that look nice enough to sit out
in the living room with succulents or collectors tropicals.
Ryan Malmassari, manager at Kent East Hill Nursery in
Kent, Washington, is banking on the indoor plant craze
to continue through the holidays and into the foreseeable
future in a strong way. Kent East Hill has devoted a large
section of its indoor gift shop space to houseplants and
accessories to popular success.
" We're doing so well with everything in that category,
we're re-ordering stock much faster than normal, " he says.
" It's been huge for us on Instagram. "
Pastel Fairy Tale
Pink, blue and green hued ice-cream tones are unique and
Kent East Hill Nursery offers locally made candles.
Convenient. Deliveries and online shopping are bigger
than ever these days, but how can you differentiate yours?
Imagine how excited a family with small children might
be when YOUR delivery truck shows up looking like a giant
present and with the family's name on it?
What can you do to think out of the big-box store
and make your convenience factor both personal and
memorable? For some families struggling to work,
homeschool and keep a somewhat normal schedule,
your special holiday deliveries could take on entirely new
meaning and garner your business some fabulous social
media-worthy free marketing.
can go two ways - chic and sophisticated or 80s girl band.
Both are amazingly popular. The former look can be seen
everywhere right now from HGTV home makeover shows like
" Good Bones " who regularly take the uber popular " Etsy meets
Pinterest 20-something vibe " that viewers go bonkers over or
in the funky and fun category are the unicorn-esque look of
sparkles, pop colors and the Lisa Frank vibe on the tree.
Molbak's Garden and Home in Woodinville, Washington,
meets this vibe head-on with a bevy of tree decorating
options is glittery pastels for all tastes including some that
look like true-to-life sprinkle donuts with pink icing.
Active Christmas
There's no denying that by choice or necessity, we're all
walking, running, hiking, biking, camping and just plain
LGRMAG.COM | 13
http://www.LGRMAG.COM
November/December 2020

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