January 2023 - 10

HEADLINES/CALENDAR
Newer Gardeners to Plant More in
2023, According to Study
Despite extreme spring weather and growing economic
concerns in 2022, gardeners have a positive outlook for
2023. Axiom's recent Gardening Insights Survey found
homeowners in several age groups and experience levels
are looking forward to spending more time and money
next year. In fact, more than 80% of those surveyed said
they plan to spend the same or more money in 2023 than
they did this year. Some 88% expect to spend the same or
more time gardening next year as they did in 2022.
The research, conducted by Axiom, a Minneapolis-based
marketing firm serving the horticulture, landscaping, and
construction industries, found that men report they're
spending more money than women, with nearly 87% of
males saying they'll spend the same or more in 2023.
Younger gardeners are likely to spend more money, too,
with Gen Y and Gen Z homeowners leading the way.
Newer gardeners are showing signs of growing into the
hobby. Some 48.5% of first-time gardeners and 52.5% of
those who've been gardening for two to four years say
they will be spending more time in 2023.
" We see that as encouraging news, " says Kathleen
Hennessy, chief marketing officer at Axiom. " This could
be a sign that the industry is on track to keep many of
the millions of new gardeners who entered the market
during COVID. Based on positive feedback from first-time
gardeners, those who are newer to gardening, Gen Y and
Gen Z respondents, it appears that pandemic gardeners
are hooked, and their interest, time, and spending will
continue to grow. "
When asked what factors may have had homeowners
gardening less in 2022, 17% said being back in the office
was a diversion. Nearly 15% said bad weather affected
how much time they spent in the garden. Some 35%
say they were working on indoor and outdoor home
improvement, maintenance, and repair projects.
If they spent less money, where did those funds go?
More than 22% said groceries. Nearly 19% spent funds on
home improvement projects. Some 15% said they spent
more money at the gas pump and 14% said they were
traveling more.
Axiom also asked where gardeners learned about new
plants and which social platforms they thought offered
the best information on new plants and supplies. More
than 74% say they learn about new plants from webinars
and podcasts. Google searches come in second at 48%.
YouTube was the top social medium with 38.5%.
For more information on the Axiom 2023 Gardening
Survey, download the report at https://axiomcom.
com/2023-gardening-survey.
J. Berry Nursery Relaxes Branded
supply-chain issues
experienced by the
horticulture industry,
J. Berry announced
it no longer requires
branded containers as
part of the Hollywood
Container Requirements for Hibiscus
With ongoing
Pantone Names Nature-Inspired Color of the Year
Verbena 'Estrella
Merlot', Westhoff
Vinca 'Tattoo Black
Cherry', PanAmerican Seed
Pantone has announced Viva Magenta 181750
as its 2023 Color of the Year. Vibrating
with vim and vigor, it is a shade rooted
in nature descending from the red family
and expressive of a new signal of strength.
According to Pantone, Viva Magenta is brave
and fearless, and a pulsating color whose
exuberance promotes a joyous and optimistic
celebration, writing a new narrative.
" In this age of technology, we look to draw
inspiration from nature and what is real, " says
Leatrice Eiseman, executive director, Pantone
Color Institute. " PANTONE 18-1750 Viva
Magenta descends from the red family, and
is inspired by the red of cochineal, one of the
most precious dyes belonging to the natural
dye family as well as one of the strongest and
brightest the world has known. "
10 | LAWN & GARDEN RETAILER | JANUARY 2023
https://axiomcom.com/2023-gardening-survey
January 2023

Table of Contents for the Digital Edition of January 2023
