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...
Andropogon gerardii Blackhawks (Intrinsic Perennial Gardens)

April 25, 2017

Kelly Norris: Diversity is the Key to Growing the Ornamental Grass Market

Offering a selection of ornamental grasses that cater to customer needs will keep sales from stagnating.

Read More

April 25, 2017

41 New Vegetative Petunias From California Spring Trials 2017: Northern Sites

With the abundance of new introductions for the 2018 retail season, we’ve made it easier for you to sift through them by separating out the vegetative petunias from the Northern sites, which includes selections from Westhoff Flowers, Sakata Ornamentals, Danziger, Proven Winners, and Syngenta flowers.

Read More
Begonia Spectre Silver Terra Nova Nurseries

April 20, 2017

Terra Nova Nurseries Releases Two New, Attractive Begonia Varieties

Stardust is the latest addition to Terra Nova Nurseries’ existing T Rex Begonia series, and Silver is the first introduction to the company’s new Spectre Begonia series.

Read More
Latest Stories
Andropogon gerardii Blackhawks (Intrinsic Perennial Gardens)

April 25, 2017

Kelly Norris: Diversity is the Key to Growing the Ornam…

Offering a selection of ornamental grasses that cater to customer needs will keep sales from stagnating.

Read More

April 25, 2017

41 New Vegetative Petunias From California Spring Trial…

With the abundance of new introductions for the 2018 retail season, we’ve made it easier for you to sift through them by separating out the vegetative petunias from the Northern sites, which includes selections from Westhoff Flowers, Sakata Ornamentals, Danziger, Proven Winners, and Syngenta flowers.

Read More
Begonia Spectre Silver Terra Nova Nurseries

April 20, 2017

Terra Nova Nurseries Releases Two New, Attractive Begon…

Stardust is the latest addition to Terra Nova Nurseries’ existing T Rex Begonia series, and Silver is the first introduction to the company’s new Spectre Begonia series.

Read More

April 18, 2017

Cool Combos From CAST 2017 – Editor’s Choic…

With container gardening becoming more of a lifestyle among consumers than a trend, and breeders continuing to put more effort in container mixes and components, I feel I would be remiss if I didn't share some of the special combinations that not only caught my eye at California Spring Trials, but absolutely took my breath away and made me want to immediately get started gardening.

Read More
Danziger New Hires

April 16, 2017

Danziger Invests in Continued North American Business G…

As part of a new business structure for its North American market, Mike Fernandez has been appointed Market Manager North America for Bedding Plants and Perennials, and Kate Zvara was named as Key Account Manager and Retail Specialist.

Read More
Florida Flower Trials

April 12, 2017

Looking for Info on New Varieties for Hot Climates? Che…

The Florida Nursery Growers and Landscape Association’s Florida Flower Trials, which are focused on new and improved varieties able to thrive in the extremes of Florida’s climate, are a great opportunity to connect with national breeders.

Read More
Lupinus Staircase Series (Green Fuse Botanicals)

April 11, 2017

Begonias, Celosias Among Dr. Allan Armitage’s Favorites…

Check out some of Allan’s top picks from his final day at CAST 2017, which included visits to Green Fuse Botanicals and Floranova.

Read More
Rex Begonia container mix at Green Fuse Botanicals

April 11, 2017

Green Fuse Botanicals’ Rex Begonias and First Looks; Fl…

Here are the highlights from Green Fuse Botanicals and Floranova on the last day of CAST 2017.

Read More

April 7, 2017

Hort Couture Wows With Farm to Table; Florist Holland R…

On the last day for GroLink and the second to last for the Greenhouse Grower team, the wealth of genetics, marketing programs, and announcements were pleasing to our eyes, ears, and hearts.

Read More

April 7, 2017

California Spring Trials Day Five: Notable New Plant Va…

See some of the new varieties for 2018 displayed at Ball Horticultural and GroLink Plant Company on day five of California Spring Trials 2017.

Read More

April 7, 2017

PanAmerican Promotes Pentas, Plug-and-Play, and Veggies…

On Day 5 of the California Spring Trials, the Greenhouse Grower team hit the Southern California Trials and saw a multitude of new introductions and exciting programs.

Read More

April 7, 2017

CAST 2017: Musings of a California Spring Trials Rookie…

The number of opportunities presented to me are enough to make me rethink my location, but I still have a lot of big decisions to make for the future.

Read More

April 6, 2017

Dr. Allan Armitage’s Top Picks From Ball and GroL…

Here are Dr. Allan Armitage’s five variety picks, plus one display, from on Day 5 of CAST 2017.

Read More

April 6, 2017

Dümmen Orange Provides Retail Concepts; Terra Nova Offe…

Greenhouse Grower hit the Central Coast of California on our Day 4 of California Spring Trials, and what we saw was inspiring and exciting.

Read More

April 5, 2017

California Spring Trials Day Four: New Plant Intros fro…

The Greenhouse Grower team saw loads of memorable plants during day four, as it visited Dümmen Orange, Chisan Orchids, and Windmill Nursery. Dümmen had several notable introductions, including Wild Romance New Guinea impatiens in Blush Pink and White, which inspired the theme of its displays. One of the standout displays was its perennial combos with some new leucanthemum additions. Chisan Orchids in Los Alamos, CA, with Israeli breeders Hishtil, Jaldety, and Cohen Propagators, was a new stop on the route this year. Hishtil has a new gaura series out that includes a compact, low-growing variety, ‘Baby,’ with a mass of pink blooms. Cohen displayed Verbena ‘Mickey Red Rose,’ a unique bi-color that looks like a mixed combo, and Jaldety featured an interesting Cyperus prolifera. Windmill Nursery was the last stop of the day, with breeders Terra Nova Nurseries, Kientzler, J. Berry Nursery, and KiwiFlora. Terra Nova had several new heuchera for show, including ‘Onyx,’ which is a mounding, […]

Read More

April 5, 2017

CAST 2017: Musings of a California Spring Trials Rookie…

Set-aside all the varieties - I have come to the realization that being a grower is where I belong.

Read More

April 5, 2017

Dr. A’s Day Four Top Varieties for CAST 2017

Check out Dr. Allan Armitage's top five picks from visits to Dummen Orange, Chisan Orchids, and Windmill Nursery during day four of California Spring Trials 2017.

Read More

April 4, 2017

Dr. A’s Day Three Picks for CAST 2017

Take a look at Dr. Allan Armitage’s top five favorites from the American Takii, Sakata, and Floricultura stops during the 2017 California Spring Trials.

Read More