Recent consumer research about today's gardening consumer. Presented by Bill Calkins at Gulf States Hort Expo 2012 in Mobile, AL - 1/18/2012

1. Gulf States Horticultural Expo 2012: Marketing to Today’s Consumer

4. Gardening groups, by age

5. Gardener Type – By Age Q9. Which of the following best describes your gardening activities?

8. The non-gardeners Q1b. Have you ever done any flower gardening as an adult?

9. Reasons for not gardening Q1c. What is the main reason you did not flower garden this past season? Q1d. What are the other reasons you did not garden this past season?

11. Eco? The endorser, but not the driver. Q7a. Below are some statements related to the reasons you garden and your gardening habits. Please rate your agreement with the statements using a scale of 1 to 7, where 7 means ‘totally agree’ and 1 means ‘totally disagree’.

16. Least Important Characteristic in Purchasing Decision Q32b. Which characteristic is least important in your decision to purchase?

18. Stores Purchased Flowers Q17. What stores did you purchase flowers from in the past year? Q18. Which of these stores would you consider your primary store for flower purchases? Other / Local hardware (4%) Other discount (3%) 55% 50% 45% 43% 17% 15% 37% 21% 18% 16% 1% 6% 0% 20% 40% 60% 80% 100% Local Nursery Home Depot Lowe's Wal-Mart Grocery Store Other Percent of Gardeners Primary store Shopped for flowers

19. Propensity to ‘shop around’… other stores visited Numbers exceed 100% if more than one secondary outlet chosen.

20. Reasons For Store Selection By Primary Store Q19/20. Reasons you shop at your primary store?

21. Reasons Would Leave/Shop Somewhere Else for Plants Q21. What reason would most likely make you leave a store and shop somewhere else for flowering plants. Q21/22. Reasons you might leave a store and shop somewhere else for flowering plants. Younger gardeners (<45 yrs) are more likely to say this

22. How Much Spent on Flowers in Past Year - By Primary store Q14. In the last 12 months, about how much have you spent in flowers purchased that come in flats or pots for the garden, your patio, etc.? The most amount is also spent by the more experienced gardener, but not the ‘master gardener’.

25. Primary Reason Garden Q7b. Which statement best reflects your primary reason for gardening? “ Zero” for home value!

29. Flower Purchases Q16. What types of flowers have you purchased within the last year?

30. Change in Gardening Habits/Trends Q26. Below are statements regarding gardening habits and how they have changed over time. Mark whether you agree or disagree.

37. My first home… Q13. Which of the following is the primary reason you began flower gardening as an adult?

39. Primary Reason Garden Q7b. Which statement best reflects your primary reason for gardening?

43. Where Look for Gardening Ideas/Inspiration Q25. Where do you look for gardening ideas or inspiration? Significantly more important for the less experienced gardener

45. No price, no sales. Rain or shine.

46. When in doubt….

49. Sun vs. shade above all else Q24a. Which information is most important to provide on a flowering plant’s label?

50. What’s wrong with this picture?

53. Gulf States Horticultural Expo 2012: How to Market Edibles

61. Strengths and Weaknesses of Perennials Positives (+) Negatives (-) Easier to maintain. One-time planting, less watering, less deadheading, less weeding. Short bloom time. Cost effective/good value in the long-run. More education/knowledge required than annuals. Hardy, lasting, enduring. Higher initial investment. Variety in color, shape, textures. Multiplies and invades or crowds other plants. Share with friends and neighbors – “We have bamboo that must be like the starter culture for great sourdough rolls. Everyone in the neighborhood has benefited.” [Portland] Grows too large. Fragrance. Correct pruning necessary to facilitate blooming. Dead stems etc. require clean-up.

67. What Perennials Stand for…

69. What would get gardeners to buy perennials they are not familiar with… Q26. When it comes to a perennial you are not familiar with, which of the following would get you to buy it? Base: Have purchased perennial plants within the last year (Total n=253) 4. The ‘whaddayacallit???’

71. Reasons for Store Preference Q24a. What is the main reason that [INSERT Q23b STORE] is your primary store for perennial plant purchases? Q24b. What are the other reasons [INSERT Q23b STORE] is your primary store for perennial plant purchases? Base: Have purchased perennial plants within the last year Home Depot (n=42) Lowe’s (n=48) Walmart (n=17) Local/ Independent Garden Center (n=112) It is within close proximity to my home 71% 44% 47% 41% Gardening department is neat and well organized 50% 56% 35% 25% Healthy/well cared for plants 45% 54% 12% 71% Plants that are well labeled with gardening instructions 43% 42% 29% 45% Broad selection - 'I know I will find what I am looking for' 36% 52% 29% 56% Knowledgeable and helpful sales associates 33% 31% 6% 56% The products sold here come with a money back guarantee if I'm not satisfied 33% 35% 24% 25% It's time efficient - I can purchase other needed items outside of the gardening category 31% 35% 41% 11% They have the best prices 31% 33% 41% 21% It is the place I have always shopped for plants 21% 19% 24% 38% Unique plants I may not find other places 17% 13% 18% 43%

77. Gulf States Horticultural Expo 2012: How to Market Edibles

78. Why all of the craze??? Concern for the Environment…. Growing your own Veggies is good! Economic Pressure… Growing your own Veggies saves money! Concern for your health…. Home-grown is the Ultimate ‘chain of custody’

85. Strengths and Weaknesses of Vegetable Gardening Positives (+) Negatives (-) Much better taste Weeding hard work Healthier eating Watering work and time consuming Feeling of pride and accomplishment Dealing with critters very frustrating Self sufficiency Risk of failure Share with others Failure especially frustrating and disappointing Enjoy the outdoors Learning opportunity for children Encourages kids to eat their vegetables

88. Packed full of hardy flavor! 7a. How important is each of these when deciding which tomato variety to plant? The largest driver of the decision-making process for a variety comes from flavor. Things such as hardiness and disease resistance are also important – more so to the experienced gardener.

92. Convenience and breadth Q8a. What stores did you purchase vegetable/herb plants from [this season/last season]? Q8b. Which of these stores would you consider your primary store for vegetable/herb plants? Independent Garden centers are still favored over individual chains, but the mass market, combined, has the majority of this category.

100. Repeat visits…… 12. Which of the following best describes the timing of your vegetable and herb gardening? Base: Have purchased vegetable plants within the last year (Total n=342) Letters indicate the value is significantly higher than the corresponding value at the 95% confidence level. Shifting people to gardening ‘enthusiast increases IGC store visits.

101. Bill Calkins ~ [email_address] “ Flourish” ~ on Facebook @BillCalkins ~ on Twitter THANK YOU!