The Garden Media Group’s annual trends report is very often spot on its projections on where consumer gardening interests will lie in the coming year. However, if the coronavirus pandemic is a reflection of 2020, who knows what to expect next year?
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Garden Media Group 2021 Trends Report Theme: "The Great Reset"
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Improv Era
From delivery to curbside pickup, the supply chain is changing, and successful business will shift their models and be open to quick change.
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Improv Era
According to the NGA survey, in 2019, only 14% 14% of garden shopping was done online, similar to grocery sales of the same year. If grocery curbside pickup increased 90% during quarantine, then we will have to expect garden sales did the same. People are still shopping, just differently. In fact, 1/4 of Americans spent more money while social distancing. This shopper wants convenience and speed. Their goal is to get in and out as quickly as possible.
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Improv Era: What You Can Do
Offer few SKUs
Focus on value and experience, not variety
Look for new partnerships
Prepare for cashless transactions
Be able to pivot quickly
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Broadacre Cities
Named after a settlement designed by Frank Lloyd Wright 100 years ago that featured super-grids of 1-acre family homesteads, this concept can be applied today to consumers who are no longer tethered to small-space cities.
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Broadacre Cities
Many big companies based in major metro areas have said it’s unlikely all their employees will return to the office any time soon. As a result, more workers will get out of their homes during the work day, making beautification even more important. Photo: Plants.com
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Broadacre Cities: What You Can Do
Address rising demand for houseplants
Help consumers bring nature indoors
Photo: Costa Farms
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Backyard Aficiniado
More than half of America adults are spending two additional hours a day outside during the quarantine, and as this group raises a family and establishes a career, it is also gardening.
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Backyard Aficianado
These new customers will not stay unless we find ways to make them, so we need to develop products and bundle items to make gardening easier.
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Backyard Aficianado: What You Can Do
Offer pre-designed containers
Boost your education programs
Add edible gardening items
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Impatient Gardening
Mini plants are hot, especially in edible gardening.
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Impatient Gardening
Tiny plants grow faster, but new gardeners don’t always know this, so tell them in the form of mini vegetables.
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Impatient Gardening: What You Can Do
Market houseplants useful in small spaces
Promote the value of bringing nature into a small office space
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Design Abundance
Garden design will move away from mulch to co-creating with nature.
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Design Abundance
As cities shut down, plants and animals are reclaiming their space, and we have a chance to build back better with rich ecosystems.
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Design Abundance: What You Can Do
Design functional and beautiful landscapes
Choose trees that grow well in your area, and consider the size they’ll reach when fully grown
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Turn Off the Lights
According to Nature’s Best Hope, a new book from Doug Tallamy, we should all be building a conservation hardscape, and the best way to do that is to turn out the lights.
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Turn Off the Lights
Excessive lighting at night can lead to insect decline.
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Turn Off the Lights: What You Can Do
Sell motion sensors that turn lights only when provoked
Encourage customers to manage their own property
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Garden Media Group 2021 Trends Report Theme: "The Great Reset"
Despite that, Garden Media Group Owner Katie Dubow says she’s confident in the group’s predictions for 2021. The theme for this year’s report, “The Great Reset,” offers a peek into what will be trending in horticulture in 2021 and beyond.
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“This year, we had to scrap many trends we had identified and examine shifts in behavior during the quarantine,” Dubow says. “The we set out predicting how these shifts would shape the future of gardening. These six industry trends will push the future post-COVID-19, push business strategy pivots, and create a shift in home and work design.”
Check out the slideshow above for a closer look at this year’s trends report, and tips on how you can respond. To download your copy, go to GardenMediaGroup.com.
September 28, 2020 
