Good News for 2024: Consumer Focus on Gardening Likely to Continue Rising

By Axiom Marketing|November 3, 2023

Interest in home gardening continues to rise despite concerns about the economy, weather, and increased time spent at work in 2023. A new study found that home gardeners spent more time and money on gardening in 2023 than they did in 2022. More important, they will spend even more time and money, plant more, and expand their gardens in 2024.

The research, conducted by Axiom Marketing, a Minneapolis-based marketing firm serving the horticultural, agricultural, and home improvement markets, found meaningful increases in time and money spent on gardening in 2023 and planned gardening activities for 2024 especially among Gen Z and Gen Y gardeners.

“Fifty percent of respondents say they spent more money in 2023 compared to 2022,” says Mike Reiber, founder and CEO of Axiom. “Forty three percent of respondents reported spending 50% to 100% percent more time in 2023 compared to 2022, and 50.5% expect to spend more time gardening in 2024 compared to 2023. Sixty five percent of respondents plan to plant more and expand their gardens in 2024.”

According to Reiber the percentages are even stronger for Gen Z and Gen Y respondents. For example:

52.7% of Gen Z and 53.5% of Gen Y respondents spent more money in 2023 vs. 2022.
59% percent of Gen Z and 54% of Gen Y spent 50-100% more time in 2023 vs. 2022.
54.3% of Gen Z and 56.4% of Gen Y respondents expect to spend more time gardening in 2024.
71.2% of Gen Z and 76.2% of Gen Y respondents plan to plant more and expand their gardens in 2024.

Independent garden centers (IGCs) remain important to home gardeners. Nearly 6 in 10 respondents reported the same number of visits to IGCs in 2023. The top two reasons for visiting IGCs are more plant choices and new plant varieties. These outlets are reported as the number-one place for learning about new plants and gardening supplies by 28.3% of respondents.