I am getting frequent emails from retailers asking the same question, using phrases like “it dropped off the cliff in June” and “Where IS everybody?” The launch of this new blog seems a perfect place for me to share my opinion with you – I look forward to using this as a forum to share insights and observations and hope that you’ll find it valuable to you – please join in, add to the discussion in the comments.
So where are we now?
I think we are in the middle (i.e., it started at least 6 years ago but with the silly housing boom no one noticed) of a transition in consumer attitude and behavior towards “Gardening”. We’ve heard for a while now that almost all hobbies are in decline. People are hunting less, fishing less, crafting less and so on. Hobbyists live the hobby. If your hobby is fly fishing, half the fun is in researching and tying the fly, not just catching the fish. The process is as rewarding as the end result and you don’t mind if it takes months or years or you get wet/cold. The gardening industry was fueled by consumers (and employees) who thought the same way about gardening. They loved to spend their whole year reading, researching and networking to improve their garden or landscapes. The media weighed in with several year round gardening magazines, now it is tough to find any — and HGTV seems more like HTV whenever I catch it.
We are becoming suppliers to a public that increasingly sees gardening only as a seasonal “must do”, hence the “off-the-cliff” situation when they feel they’re done for the season (or it gets hot/wet). Next season they may come back unless something else gets their attention but in between spring, fall, Christmas we are not seen as essential or “must-make-time-for” places.
Ugh. Where’s the good news?
But the good news is that even in a recession, householders are still doing small, around the house projects such as painting a bedroom, replacing a screen door or screening-out a nosey neighbor. And the USA has 116 million households! This is a wonderful opportunity for the L&G business if we re-present or package the project as a quick, fun, even family weekend activity. Instead of painting a room why not plant fresh late-summer veggies in pots of your deck (“Sugar Peas by Labor Day”) Basil on your balcony? We can show you how to do that. Hiding that nosy neighbor? We have all you need.
We are seeing a change in commitment. The L&G industry has to adapt to a consumer which thinks of us as a place to get them started in spring with flowers veg or lawn care or as a place to get solutions and products for their quick weekend projects.
We can do this, but it will take some work.
We have the products, the answers and talent to become much bigger than it ever was when depending on hobbyists; but only if we re-invent ourselves in the consumer’s mind.
(photo credit: taylorschlades)