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...
Dr Allan Armitage

June 25, 2016

Three Types Of Plant Consumers To Watch

There are three emerging groups of plant consumers that you should be targeting for plant sales in the future, according to Allan Armitage.

Read More
FleuroStar Award Ceremony

June 20, 2016

Begonia Hybrid ‘Miss Malibu’ Takes Home FleuroStar Award

The award from Fleuroselect was announced at the Green Inspiration Event in Amsterdam.

Read More
Caryopteris 'Beyond Midnight Bluebeard'

June 20, 2016

Keep The Sales Coming With 16 New Blooming Varieties For Fall

Plants that put on a show from first frost long into fall and offer the color options consumers want for their gardens go a long way toward extending sales further into the season and can help maintain your sales momentum going strong. Check out these 16 new blooming varieties, both traditional favorites and new alternatives, for your fall crop selection.

Read More
Latest Stories
Dr Allan Armitage

June 25, 2016

Three Types Of Plant Consumers To Watch

There are three emerging groups of plant consumers that you should be targeting for plant sales in the future, according to Allan Armitage.

Read More
FleuroStar Award Ceremony

June 20, 2016

Begonia Hybrid ‘Miss Malibu’ Takes Home FleuroStar Awar…

The award from Fleuroselect was announced at the Green Inspiration Event in Amsterdam.

Read More
Caryopteris 'Beyond Midnight Bluebeard'

June 20, 2016

Keep The Sales Coming With 16 New Blooming Varieties Fo…

Plants that put on a show from first frost long into fall and offer the color options consumers want for their gardens go a long way toward extending sales further into the season and can help maintain your sales momentum going strong. Check out these 16 new blooming varieties, both traditional favorites and new alternatives, for your fall crop selection.

Read More
'Osaka' Flowering Cabbage (Sakata Ornamentals)

June 18, 2016

Mark Your Calendar For Sakata Seed Trials In August

Sakata has set two dates for its California-based trials: Aug. 15-17 in Salinas, and Aug. 17-19 in Woodland.

Read More
Tomato Congress Logo

June 15, 2016

International Tomato Congress In Mexico Will Focus On G…

The event, which takes place in San Luis Potosi from July 20-22, will feature discussions on production strategies, cost management in protected structures, and optimizing your greenhouse environment.

Read More
Nir Nursery Wax Flower Pot Plant

June 14, 2016

Danziger Reaches Deal To Distribute Nir Nursery Varieti…

With the agreement, Danziger becomes the exclusive distributor of Nir’s product line, which includes cut flowers, foliage, pot, and garden plants.

Read More

June 14, 2016

Dümmen Orange Expands Its Succulent Offerings Through N…

According to Dümmen Operations Director Kate Santos, succulents are an attractive growth category because of their ease of use, shelf life in stores, drought tolerance, and versatility in application.

Read More
'Osaka' Flowering Cabbage (Sakata Ornamentals)

June 14, 2016

New Cool Season, Vegetable, And Foliage Crops For Fall …

Whether you’re providing pansies and violas to the garden center for fall color or decorative edibles to grace patio containers, consider these 16 varieties for fall crop sales, newly introduced for 2016 and hitting retail in 2017.

Read More
Calibrachoa Chameleon Sunshine Berry (Westflowers) - Feature

June 9, 2016

Fall Crop Alternatives That Can Increase Your Sales

There’s a lot of competition for grabbing your share of fall mum sales. Give your program a boost with new varieties that complement traditional fall crops.

Read More

June 7, 2016

It’s Time To Rethink The Value And Timing Of Cali…

Fourteen years ago, Greenhouse Grower saw an opportunity to bring next-day coverage of California Pack Trials (now California Spring Trials or CAST) to your inbox. The objective was to be your eyes and ears on location, to report the debut of the newest varieties and marketing programs, and report major breeder announcements, especially for those not attending. We continued to develop new story-telling tools with video capabilities, slideshows, and more. And once social media took hold, everyone attending CAST became reporters of their favorite varieties and displays at trials. So we’re left with the question — how should we continue to evolve our coverage, to bring the most value for you? It’s easy to fall into a certain pattern, to stick with what works — or seems to work. And just because you’re working really hard at something that you’ve had success with in the past, it doesn’t mean it’s […]

Read More
Carex 'Eversheen' (Hoffman Nursery)

June 7, 2016

Hoffman Nursery Has A New 30-Year Anniversary Look!

The new redesign of the Hoffman Nursery website packs in more content than ever with updated resources and 30 years of experience growing grasses.

Read More
GG June Cover image

June 6, 2016

The State Of Plant Breeding In 2016

Breeding companies look to strengthen their competitive advantage, easing the way for growers to procure new plant varieties and for consumers to grow with confidence.

Read More
Petunia Queen of Hearts

June 1, 2016

Danziger Introducing New Petunia Amore Series, And More…

Danziger “Dan” Flower Farm is planning to introduce 60 new varieties from its 2016-17 collection at the annual event, including petunias, bidens, and calibrachoa.

Read More
Nathan Lamkey Chuck Pavlich Allan Armitage talk about muckgenia

May 31, 2016

Allan Armitage: Three Trends (Good And Bad) That Caught…

We need to put the same energies we invest into California Spring Trials to get plants into consumers’ hands and encourage young people in the industry to attend.

Read More
National Garden Bureau California Vegetable Summer Trials

May 26, 2016

California Summer Vegetable Trials In August Will Cover…

The National Garden Bureau is once again organizing summer vegetables trials this August in California, giving attendees the opportunity to visit with several breeding companies.

Read More
Eason 2017 Perennials Guide

May 25, 2016

Eason Horticultural Resources Releases New Perennials G…

The two guides are available in digital and print versions and offer information from several breeders.

Read More
Echinacea ‘Butterfly Rainbow Marcella’

May 25, 2016

15 New Perennials For Bees, Butterflies, And Other Poll…

These 15 new perennials, available for retail in 2016 and 2017, will produce colorful flowers and foliage year after year, providing habitat and food for bees, butterflies, birds, moths, and other pollinators.

Read More
P.Allen Smith Cut Flowers

May 25, 2016

Sakata Seed America And P. Allen Smith Extend Partnersh…

Sakata is taking its partnership with plantsman P. Allen Smith a step further to create the P. Allen Smith Home Grown Cut Flowers Collection, a selection of premium cut flower seed hand-picked by Smith and bred exclusively by Sakata.

Read More
[gravityform id="35" title="false" description="false"]