Garden Works Blog

Did you know?

• Millennials and Gen Z are driving renewed interest in gardening.

• Over 70% of adults aged 18–35 are interested in gardening, and 83% call it "cool."

• Millennial customers at gardening stores have surged by 65%, and Gen Z customers by 40%. (Jacksonville Journal-Courier)

• Approximately 10,000 nurseries, garden stores, and gardening-related businesses operate in the U.S.

• Retail garden centers comprise roughly *70% of nursery plant sales in North America.

Why Millennials Matter in the Garden Industry

Millennials are no longer just a rising generation—they’re the dominant consumer group shaping industries from food to fashion, and now, gardening. They value sustainability, aesthetics, and experiences over simple transactions. For garden centers, this shift presents a massive opportunity to engage a loyal customer base eager to dig in—literally.

1. Emphasize Sustainability

Millennials are eco-conscious and prefer products that align with their values. Highlight:

• Native and pollinator-friendly plants.

• Organic soils, fertilizers, and pest solutions.

• Eco-friendly packaging or refill stations for products.

A visible commitment to sustainability not only appeals to their ethics but also sets your garden center apart in a competitive market.

2. Make Gardening an Experience

For Millennials, shopping is more than purchasing—it’s about creating memorable experiences. Transform your garden center into a destination by offering:

• Workshops (houseplant care, edible gardening, DIY terrariums).

• Interactive displays and demonstration gardens.

• Seasonal community events like seed swaps or "potting parties."

This turns your center into a social hub, not just a store.

3. Build Your Digital Presence

Millennials rely heavily on digital platforms to research, shop, and share. Consider:

• A polished Instagram feed showcasing garden inspiration and store displays.

• Short, useful TikTok or Reels content on plant hacks and care tips.

• Online ordering with curbside pickup or delivery options.

Meeting them where they are—online—keeps your business relevant and approachable.

4. Offer Stylish, Functional Products

Millennials see gardening as both practical and aesthetic. They’re drawn to products that align with their lifestyle and personal style, such as:

• Modern, minimalist planters and containers.

• Gardening apparel that’s both stylish and functional.

• Trendy tools and accessories that make gardening feel accessible.

By curating a product line that blends beauty and utility, you’ll encourage them to invest more in their gardening journey.

5. Foster Community & Belonging

Millennials value connection. Position your garden center as a place to build community:

• Launch a loyalty club with exclusive perks.

• Create an online gardening group for local customers.

• Host collaborative events with nearby businesses (cafés, yoga studios, or artisan markets).

This fosters a sense of belonging and transforms one-time shoppers into long-term advocates.

Final Thoughts

With Millennials and Gen Z fueling a modern gardening revival, garden centers have an unprecedented opportunity. By focusing on sustainability, creating experiences, leveraging digital platforms, offering stylish products, and building community, your garden center can thrive in this new era.

Remember: Millennials aren’t just buying plants—they’re cultivating lifestyles. If your garden center can meet them where they are, they’ll keep coming back to grow with you.