Amidst Economic Anxiety, Gardeners Are Sticking Around — Will You?
June 12, 2025 I’ve used the word “resilient” several times when referring to growers in the floriculture space, mostly because it’s a mindset you almost need to be born with to succeed in this industry. After all, who else signs up for tight margins, spring’s seasonal crunch, and the risk that a single bad-weather weekend could make or break your year?
The good news? When it comes to gardening, your customers are setting an example worth following. According to the Garden Media Group’s recent Garden Pulse: Spring 2025 Analysis, the gardening industry is holding steady — and even growing — while other sectors report slowing traffic and declining sales. Despite cold spring weather, cautious consumer spending, and tariff-related economic pressures, garden center sales in 2025 are just 3.9% behind 2024, and still well ahead of the same period in 2020.
“Gardening has always been recession-resistant,” says Katie Dubow, President of Garden Media Group. “In 2008, 2020, and now again in 2025, we’re seeing a familiar pattern. When people face financial or emotional uncertainty, they return to their roots — literally.”
The report highlights encouraging trends for independent garden centers:
Sales Are Holding Steady
Frontline sales are nearly on par with 2024 and up 27% compared to 2020, with strong demand across both edibles and ornamentals.
Purpose-Driven Plants Are Gaining Traction
With consumers more cautious about spending, they’re looking for value in their purchases. Smart retailers are promoting plants that serve multiple purposes — adding curb appeal, feeding pollinators, providing fresh food, and even contributing to mental well-being.
Of course, the next big challenge comes with planning for 2026 and beyond. Many growers are already feeling the strain of uncertainty, particularly around tariffs. As one grower shares, “Last week I was told our plastic won’t be affected, and this week I’m told that it will be. I’m not sure what the reality will be, but I’m planning as if my costs will go up.”
Still, if you believe your customers will keep showing up despite the headwinds, that belief can guide your decisions and soften the stress of uncertainty. In the meantime, here are a few ways to prepare for what’s ahead:
Start Planning Now
Build your 2026 budget early and leave room for flexibility and contingencies.
Stay Aligned With Your Customers
Understand not only what they want — but how they want to access it. If you’re not meeting them where they are, they’ll find someone who will.
Keep Innovating
Introduce something new every year to stay relevant and stand out.
Write It Down
Make a plan, document it, and share it with your team so everyone is moving in the same direction.
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