4 Reasons Customers Aren’t Spending More at Your Garden Center (And How to Change That!)
In today’s competitive retail landscape, garden centers are up against everything from big-box stores to e-commerce giants, and standing out is key to success. But even if your garden center has an amazing selection of plants, decor, and accessories, customers might not be spending as much as they could. (Are you feeling this? Is your revenue lower than you’d like it to be?)
If you’re looking to bring more traffic through your doors and maximize each customer’s visit, understanding why customers might be holding back on their purchases is essential.
Here are four reasons that could be affecting your sales, along with actionable steps to help you turn things around.
1. Your customers don’t know what you’re offering right now.
Can your customers visit your social media profiles, website, or newsletter and get a solid idea of what they can expect to see when they walk into your garden center? Or do they have to drive across town to find out for themselves? Make sure you’re marketing and advertising what’s in season right now — and that customers don’t need to visit in person to discover the new and exciting plants and decor items on your shelves right now.
Solution: Highlight the Variety of Your Offerings Year-Round
To bridge the awareness gap, it’s vital to communicate what you offer in a way that resonates with your customers. Use seasonal displays and themed sections to showcase non-plant items that enhance the gardening experience or bring nature indoors year-round. Set up displays that combine plants with pots, plant care tools, or home decor to give customers ideas about how they could expand their purchase.
Social media is a powerful tool for reaching customers who might not frequently visit. Create regular posts that highlight items beyond plants, like home decor or gardening tools. Posting “What’s New This Season” or “Gift Ideas for Garden Lovers” can catch customers’ attention, showing them why they should explore more of your garden center.
Additionally, consider seasonal promotions that bundle plants with related accessories. For instance, in the spring, offer starter garden kits that include seeds, soil, and pots; in winter, showcase holiday-themed decor, wreaths, and evergreens. When you draw customers in for one category, they’re more likely to explore other areas and make additional purchases.
And finally, update your website seasonally with tons of photos and descriptions of what’s in store right now — so they can get excited every single season.
2. Missed Upselling and Cross-Selling Opportunities
A missed upselling or cross-selling opportunity could mean leaving money on the table. If your staff isn’t trained to suggest complementary products or if your displays don’t encourage customers to pair items together, you may be missing out on ways to enhance the shopping experience—and boost sales.
Solution: Train Staff to Suggest Complementary Products
Upselling and cross-selling aren’t just about increasing sales—they can improve customer satisfaction by helping them find everything they need for their projects. To make the most of these opportunities, train your staff to suggest items that naturally go together. Encourage them to ask open-ended questions that help uncover customer needs. For example, if a customer is purchasing outdoor plants, a staff member might ask if they need fertilizer, soil, or a new set of garden tools.
Also, consider how you set up your displays. Arranging items that go well together, like seasonal plants near matching pots or garden decor near bird feeders, makes it easy for customers to see the benefit of purchasing multiple items. Try themed displays like “Outdoor Entertaining Essentials” or “Plant Care Kits,” where each item complements the others. Not only do these displays inspire add-on purchases, but they also show customers that you’re thinking about their overall experience.
3. Lack of Perceived Value
If customers perceive your products as similar to what they’d find at a big-box store, they may not understand why they should spend more at your garden center. The key is to convey the unique value you offer, from the quality of your plants to the expertise your staff provides.
Solution: Emphasize Quality, Uniqueness, and Value
Combat the “big-box” mentality by positioning your garden center as a destination for quality, value, and experience. Showcase the health, longevity, and unique varieties of your plants, and consider introducing an exclusive “hidden gem of the week” that adds an element of surprise and novelty for returning customers. This could be a rare plant variety, a specially crafted arrangement, or a unique garden accessory that’s only available in limited quantities.
Additionally, use signage, workshops, and social media to emphasize plant care knowledge and other expertise your team offers. For example, a workshop on plant care or a seasonal seminar on choosing perennials for different climates demonstrates that you’re invested in your customers’ long-term success. Tips on plant care, landscaping, or seasonal gardening trends show your garden center as a knowledgeable, quality-driven alternative to impersonal big-box options. In-store signage that highlights plant care tips or the unique benefits of specific plants or products can also increase perceived value and help customers feel confident in their purchases.
4. Merchandise Appropriately for What Your Customers Want
If your product offerings don’t align with what your customers are looking for, they’re less likely to spend. Some garden centers have a “grandmother’s garden” reputation that may appeal to a certain segment but turn away younger customers who want trendy or unique products. Knowing your audience—and catering to their preferences—is crucial to staying relevant.
Solution: Tailor Your Inventory to Meet Customer Preferences
Understanding your customer demographics and preferences is essential to selecting the right merchandise mix. Take a page from one of our clients who successfully increased their autumn revenue by 12% by stocking houseplants, which they knew were popular among their millennial customers. They recognized that millennials appreciate plants that are versatile, easy to care for, and fit into smaller, indoor spaces.
When you take the time to understand who your customers are, you can avoid stocking items that may alienate them. Instead, stock your shelves with products that align with their interests and lifestyles. Millennials, for example, may be drawn to succulents, rare tropicals, and decorative pots, while baby boomers might appreciate mature shrubs, bird feeders, and outdoor garden tools.
You can also conduct surveys or observe purchasing trends to ensure you’re staying in touch with customer preferences. When customers feel that your garden center offers a thoughtfully curated selection tailored to their needs, they’re much more likely to return—and to recommend your business to friends and family.
Bringing It All Together: Creating a More Compelling Shopping Experience
Increasing customer spending in your garden center isn’t just about pushing products; it’s about crafting an inviting experience that showcases the unique value of shopping with you. Here’s a quick recap:
Promote Your Variety: Showcase all you have to offer, from plants to decor and garden tools, through displays and online posts that keep customers aware of what’s available beyond the traditional garden center products.
Train Staff to Enhance the Customer Journey: Upsell and cross-sell by making helpful product suggestions and arranging displays that inspire customers to see the value in purchasing complementary items.
Highlight Quality and Value: Differentiate yourself from big-box stores by showcasing the quality, health, and uniqueness of your plants and products, and by offering educational content that reinforces your expertise.
Know Your Audience’s Tastes: Align your inventory with the tastes and needs of your target demographics to create a relevant, engaging shopping experience.
By making these adjustments, you’ll not only boost customer satisfaction but also encourage them to explore more of your garden center—and to return throughout the year for their gardening and decor needs.
Need Customers to Spend More at your Garden Center? Spread Awareness and Get your Business to the Next Level.
The best garden centers in America are all different but have one thing in common: they do quality marketing for their garden center. Don’t miss the chance to resonate and connect with customers, broaden your customer base, and sell more each month. Reach out to Rebecca at rebecca@mccuskersmarketing.com or visit our Contact Page to get started today on your custom marketing plan.
Not ready to take the plunge? Explore our case studies to get a sense of the kind of results we can get for your garden center when you’re ready.