Proven Winners Survey Offers Insight Into Consumers

Proven Winners conducted a consumer gardening survey last week that generated about 7,000 responses into Monday from consumers in the United States and Canada. Consumers were asked all kinds of questions, such as when they begin to plan for spring, why they like to garden and whether or not they’ve ever purchased plants online.

“One of the things our industry fails to do is listen,” says Marshall Dirks, director or marketing and public relations at Proven Winners. “Most of the people in our industry are men. It’s really the end consumer we need to be most concerned with, and 93 percent of the people who purchase our plants are women–at least on our e-mail lists.”

Here are a few of Proven Winners’ findings:

–The majority (67 percent) of consumers plan for spring throughout the year. Seventeen percent don’t plan ahead—they simply buy what they see and like at stores–and 16 percent plan several months ahead of the spring season.

–Proven Winners asked how consumers plan their container plantings. The majority (57 percent) simply look at what plants are available to them. The second-most popular response (16 percent) was consumers buy the colors that match their house.

–Why do consumers garden? The reasons are numerous, including response options Proven Winners included like 1) It beautifies my home; 2) It is good exercise; 3) I find it relaxing; 4) I enjoy watching the plants grow and change; and 5) I get nice comments from visitors and neighbors. The most common response (47 percent) was consumers garden because they enjoy watching the plants grow and change. Exercise (1 percent) generated the fewest number of responses.

–How about whether or not consumers have ever purchased plants online? Proven Winners generated 6,972 consumer responses into Monday, and it was almost a 50-50 split for those who have purchased plants online versus those who have not. Slightly more than 3,500 consumers indicated they have purchased plants online. Slightly more than 3,400 consumers indicated they have not.

“The question that surprised me the most is how many people purchased plants online,” Dirks says. “That blew me away. If I’m a garden center, that either scares the heck out of me–or (makes me ask) why don’t I sell my same plants online?”

Proven Winners recently began selling plants online. For 2011, Dirks anticipates Proven Winners’ online plant sales to double the market set in 2010. Online, however, Proven Winners has not had one repeat customer–and that’s something Dirks plans to change.

“We’re not wining and dining these same customers,” he says. “Given that we’re also skewing toward a younger generation and some new gardeners–which we haven’t always done–I do anticipate more people will be buying plants online.”

Dirks wants to make it clear, though, that he’s not in competition with garden centers by selling plants online. In fact, he says 70 percent of consumers who look at plants on the Proven Winners site abandon their cart. The site also saw a 43 percent increase in the local retailer searches via ZIP code, totaling more than 600,000 customers. “We want to sell our plants locally, not via online,” he adds. “The online is just for last-minute sales when they cannot find product locally.”

Visit Proven Winners online at ProvenWinners.com and watch the consumer survey results roll in here.

Leave a Reply

More From Varieties...
Selecta Sponsor bed at Raker trial gardens

January 18, 2017

2016 C. Raker & Sons Field Trials Results

Check out the 2016 field trials results for C. Raker & Sons in Litchfield, MI.

Read More
Joe Cimino, Sakata Seed America

January 17, 2017

Sakata Seed Names New Senior Sales Manager for Ornamentals

Joe Cimino comes to Sakata with past experience at Sun Gro and Florexpo.

Read More
JinPin Flower Seedling Company partners

January 17, 2017

Ernst Benary Partners With Chinese Young Plant Grower on New Venture

The partnership creates a new company called Jinpin Flower Seedling Company, which will focus on providing young plants to the rapidly growing Chinese bedding plant market.

Read More
Latest Stories
Selecta Sponsor bed at Raker trial gardens

January 18, 2017

2016 C. Raker & Sons Field Trials Results

Check out the 2016 field trials results for C. Raker & Sons in Litchfield, MI.

Read More
Joe Cimino, Sakata Seed America

January 17, 2017

Sakata Seed Names New Senior Sales Manager for Ornament…

Joe Cimino comes to Sakata with past experience at Sun Gro and Florexpo.

Read More
JinPin Flower Seedling Company partners

January 17, 2017

Ernst Benary Partners With Chinese Young Plant Grower o…

The partnership creates a new company called Jinpin Flower Seedling Company, which will focus on providing young plants to the rapidly growing Chinese bedding plant market.

Read More
Dipladenia Sundenia

January 11, 2017

New Tropical and Foliage Plants That Offer Hidden Benef…

Tropical and foliage plants can offer extra paybacks to your customers in terms of health-promoting benefits such as filtering the air, reducing stress, and absorbing noise. Consider these new varieties, hitting the retail market in 2017, for your product mix.

Read More
craspedia-golf-beauty-danziger-feature

January 9, 2017

Growing Tips for Craspedia ‘Golf Beauty’

Laura Robles of Mast Young Plants offers advice on ‘Golf Beauty,’ a novelty plant with can’t-miss yellow flower heads and silver foliage that blooms throughout the summer.

Read More
Bride with wedding orchids.

January 7, 2017

How to Stand Out in the Orchid Market

With the popularity of the Phalaenopsis orchid growing and its saturation in the market, orchid growers are hunting for new ways to stand out from their competitors.

Read More
California Coast

January 3, 2017

Expect Big Changes for California Spring Trials 2017

California Spring Trials 2017 will be here before you know it. Find out what you can look forward to and get a head start on planning and registering for your trip.

Read More
westerlay-orchids-feature

January 1, 2017

How Westerlay Orchids Solved Its Bacteria Problem

Water-borne bacteria was causing havoc with Westerlay Orchids’ production, so the company took preventative action to ensure the health of its plants.

Read More
nepeta-purple-wave-with-roses

December 30, 2016

Allan Armitage: Plants That Can Bring Success in the Ne…

Are you wondering which plants to grow? Here are some perennials, annuals, and herbs that are gaining popularity.

Read More
Honeybelle combo

December 27, 2016

19 New Combos for Containers Big and Small

Check out 19 combos and mixes new for the retail marketplace in 2017 that offer something for every container type.

Read More
sun-parasol-original-crimson-web

December 20, 2016

Suntory Launches Unrooted Cuttings Program for Sun Para…

While the domestically produced rooting program for the Sun Parasol will continue, growers who would like to purchase unrooted cuttings will have the opportunity for the Sun Parasol Original varieties and Garden Crimson.

Read More
santos flare

December 20, 2016

Ball Horticultural Expands Potted Plant Offerings With …

Ex-Plant, which specializes in potted plants, will become a part of Ball’s PanAmerican Seed division.

Read More

December 16, 2016

Please Take Greenhouse Grower’s 2016 Poinsettia S…

Are plant sales up or down compared to last year? How did Black Friday set the tone for this season? What varieties and sizes were your best sellers? Did you try anything new this year to appeal to younger consumer demographics? We tackle all of these questions and more to help you understand the trends in Greenhouse Grower's 2016 Poinsettia Survey.

Read More

December 13, 2016

Dümmen Orange Shares Trends And Season-Extending Tips A…

As a purveyor of a wide collection of poinsettia and potted plant genetics, Dümmen Orange offered attendees a look at current trends – and a glimpse into the future – at its annual event in Columbus, OH.

Read More
Lollipop Flaming Hot Melon combo

December 13, 2016

21 New Combos For Spring To Fall Color In 2017

With the flood of new varieties and flower colors coming on the market, there is no end to the combinations and mixes available for hanging baskets and containers.

Read More
all-america-selections-new-website-home-page

December 3, 2016

New Mobile Responsive Website From All-America Selectio…

All-America Selections has launched a newly redesigned and revamped mobile-responsive website that includes a more attractive design, enhanced search tools, and easier and simpler navigation.

Read More
Sea Breeze Catharanthus combo

December 2, 2016

Four Mixed Container Trends To Watch

Mixed containers are still one of the best-selling SKUs at retail. Pay attention to these four trends that are making their mark on multi-liner mixes and combination containers.

Read More
kelly-norris

December 2, 2016

Kelly Norris: How The “Me Too” Philosophy Affects Plant…

When you’re selling the exact same thing as everyone else, it’s unrealistic to expect customers to buy only from you.

Read More