Primary Research

• 1. Purchase Decisions Are Driven by Visual Appeal, Not Brand Recognition

  When choosing between similar plants, 53% prioritize visual quality, while only 3% consider brand/grower name, indicating that shelf appeal significantly outweighs branding at the point of purchase.

• 2. Practical Care Information Is Essential The most valued label content includes basic care instructions (68%), suitability (54%), and bloom/harvest timing (51%), reinforcing that clear, useful information drives trust and purchase decisions more than storytelling or sustainability claims.
• 3. Emotional Bonds Exist80% of respondents see their relationship with plants as more than transactional, with 22% describing their relationship as highly emotional (rating 5/5). The average sentiment score was 3.05, indicating a mix of functional and emotional relationships – with opportunity to deepen emotional branding for specific segments.
• 4. Storytelling Matters, But Only to Some59% say the grower’s story is at least somewhat important – yet only 13% actually read grower stories on packaging. This suggests brand stories should be accessible but secondary, ideally layered digitally (e.g., QR codes) rather than cluttering primary packaging.
• 5. Community and Digital Influence Purchase Behavior55% get inspiration from friends/family and 60% say they’re at least somewhat likely to buy from a brand seen online (social, blogs, influencers). This supports social-driven and peer-driven marketing, especially via YouTube (39%) and Pinterest (30%).

Q1: How do most customers shop for plants in your store?A: These days, I’d say it’s a healthy mix. We still have plenty of casual browsers, but more and more, people are coming in with their phones out, showing Pinterest photos or TikToks of plants they’ve seen. Many arrive with specific goals – they want “low-light indoor plants” or “pollinator-friendly perennials.” The shift toward purpose-driven shopping has definitely accelerated over the past 3–5 years, especially post-COVID.

Q2: What are some of the most recognizable plant brands or growers that customers ask for by name, if any?A: Endless Summer hydrangeas and Proven Winners still dominate in terms of brand recall. We also get customers asking for First Editions and Monrovia occasionally. However, a majority of shoppers still identify plants more by what they do or how they look than by brand – unless they’ve had a prior positive experience or saw the name on social media.

Q3: When a customer chooses one plant over another, what factors usually influence their decision?A: Visual appeal is still king – what’s in bloom, looks vibrant and is well-displayed tends to go first. But beyond that, clear signage about care instructions and benefits (like “bee-friendly” or “drought-tolerant”) absolutely sway decisions. Price plays a role, especially for newer gardeners. For more seasoned customers, it’s about performance and brand trust.

Q4: Do customers typically ask a lot of questions or look for guidance when selecting plants?A: Absolutely. Especially in spring and early summer, we can’t have enough staff on hand to keep up with questions. People ask about sunlight, watering, pet safety, companion planting – you name it. The desire to “do it right” is strong and customers are hungry for clear, trustworthy advice.

Q5: Have you noticed any differences in how new gardeners versus experienced gardeners shop or engage?A: Yes, definitely. Newer gardeners are more hesitant and more education-driven – they lean heavily on staff or signs for guidance. Experienced gardeners move with more confidence, often asking about inventory arrivals or specific cultivars. But interestingly, both groups are using their phones – experienced ones to track Latin names or past purchases, newbies to follow plant-care influencers.

Q6: How important is plant education at the point of purchase?A: It’s huge. In fact, we’ve seen that when we add plant tags with clear icons (sunlight, watering needs, size at maturity), those items sell up to 30% faster. We’ve also started integrating QR codes on select displays that link to quick-care videos or planting tips. People appreciate not just being told what to buy, but how to succeed with it once they get home.

Q7: Do customers seem emotionally connected to their plants?A: More than ever. I have customers who talk about their plants like pets – naming them, sharing photos, even mourning them if they don’t survive. We’ve leaned into that with little name tags and even “adoption” themed promotions. It’s not just a purchase – for many, it’s a relationship.

Q8: Are there any product displays, packaging elements or promotions that seem to drive stronger engagement or sales?A: Anything sensory and interactive works well – for example, displays with texture, scent (like herbs) or water features attract more attention. Branded pots or color-tagged plant series also stand out. Promotions that tie into seasons or emotions – like “Plant a Memory” for Mother’s Day – perform far better than generic discounts.

Q9: Do you believe customers are seeking a deeper relationship with their plants beyond the practical use?A: Without question. People are looking for connection – to nature, to wellness and even to tradition. Gardening has become a form of therapy for a lot of folks. They want to nurture something, especially in uncertain times. And they’re increasingly interested in plants that tell a story – heirloom varieties, native species, pollinator support, etc.

Q10: If you could change or improve anything about how plants are marketed or presented at retail, what would it be?A: I’d love to see more storytelling at the point of sale. Most plant brands focus on beauty shots or care info, but there’s room for emotion – how a plant fits into someone’s lifestyle, its origin, its symbolism. More lifestyle imagery, less catalog shot. And more support for digital follow-up – like post-purchase care reminders or seasonal tips via email or SMS.