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...
all-america-selections-new-website-home-page

December 3, 2016

New Mobile Responsive Website From All-America Selections Offers Improved Navigation

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 Breeding

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

Read More
Latest Stories
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

November 29, 2016

How Changes In Plant Patent Law Could Affect Your Varie…

There is an ongoing discussion happening among plant genetics companies about the current laws and ethics of plant breeding, and what the future holds for the improved lawful protection of genetics.

Read More
endless-summer

November 29, 2016

Endless Summer Hydrangeas Will Soon Feature New Identit…

Bailey Nurseries, which first introduced the reblooming hydrangea a decade ago, says the new identity will feature a more contemporary look to appeal to current and future gardeners.

Read More
prince-tut-cyperus-grass-feature

November 28, 2016

Growing Tips For ‘Prince Tut’ Cyperus Grass

'Prince Tut’ from Proven Winners’ Graceful Grasses collection is versatile, working well in all container sizes with its columnar habit and dense canopy and filling out well in the landscape.

Read More
Sea breeze combo

November 26, 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
Begonia at Oklahoma State University field trials

November 26, 2016

2016 Oklahoma State University Field Trials Results

Check out the 2016 field trials results for Oklahoma State University in Oklahoma City.

Read More
Petunia 'Tidal Wave Cherry'

November 25, 2016

2016 North Dakota State University Field Trials Results

Check out the 2016 field trials results from North Dakota State University in Fargo, ND.

Read More
Scaevola 'Scala Bicolor Blue'

November 24, 2016

2016 North Carolina State University Field Trials Resul…

Check out the 2016 field trial results at North Carolina State University/J.C. Raulston Arboretum in Raleigh, NC.

Read More
2016 Missouri Botanical Garden Flower Trials

November 23, 2016

2016 Missouri Botanical Garden Field Trials Results

Check out the 2016 field trials results for the Missouri Botanical Garden in St. Louis, MO.

Read More
Mitchell’s Nursery & Greenhouse first caught the poinsettia bug in 1996, but the operation didn’t begin trialing the plant until 2004

November 21, 2016

Poinsettia Trials Across The Eastern U.S. To Take Place…

Poinsettia growers interested in keeping up with the latest variety and production trends have the chance to attend university open houses in New Hampshire, Louisiana, and Ohio.

Read More
Coleus 'Main Street River Walk'

November 21, 2016

2016 Michigan State University Field Trials Results

Check out the 2016 field trials results for Michigan State University in East Lansing, MI.

Read More
Field trials at Lucas Greenhouses

November 20, 2016

2016 Lucas Greenhouses Field Trials Results

Check out the 2016 Field Trials results for Lucas Greenhouses in Monroeville, NJ.

Read More
Catharanthus 'Soiree Kawaii Coral'

November 19, 2016

Kansas State University 2016 Field Trials Results

Check out the 2016 field trial results for Kansas State University in Lawrence, KS.

Read More
2016 Massachusetts Horticultural Society field trials

November 18, 2016

2016 Massachusetts Horticultural Society Field Trials R…

Check out the 2016 field trials results for the Massachusetts Horticultural Society in Wellesley, MA.

Read More
verbena-endurascape

November 18, 2016

All-America Selections Announces Its 2017 Slate Of Vari…

Brokers, growers, mail order, and seed packet companies can purchase these varieties immediately. Retailers and consumers will find AAS Winners for sale for the 2017 gardening season as supply becomes available throughout the chain of distribution.

Read More
Vinca 'Valiant Lilac'

November 17, 2016

2016 Metrolina Greenhouses Field Trials Results

Check out the 2016 field trials results for Metrolina Greenhouses in Huntersville, NC.

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