How Hosting In-Person Events Can Boost Revenue and Foster Customer Love for Your Garden Center

Are you trying to figure out how to get more people into your garden center? Want to not only increase foot traffic but also boost revenue and have customers love your brand as much as they love their houseplants? What if we told you there's a fun, creative, and community-driven way to turn your garden center into the ultimate destination?

Well, buckle up, because we're about to dive into a game-changing tactic: hosting in-person events!

Why Host In-Person Events at Your Garden Center?

You could just skate by on the regular customers that come through your door, post on social media sometimes, and let the season drive the sales, but what if I told you that you could significantly — and noticeably — boost revenue to your garden center for a cash-flow injection? Here’s why hosting in-person events is an AWESOME idea for garden centers looking to level up:

Make Gardening Less Intimidating for Millennials and Gen Z

Let’s face it: plants can be scary if you’re not born with that mystical green thumb. Millennials and Gen Z have a growing interest in greenery but often feel overwhelmed by the seemingly endless plant choices, care routines, and terminology that can make gardening seem like rocket science. Hosting a themed event — something light, fun, and educational — could be the gateway that turns these plant-curious customers into loyal shoppers.

Not only that, but guess what? Millennial consumers have told us that educational events can significantly boost revenue. It’s not just hearsay, either — according to Green Profit Magazine, garden centers that offer educational talks see a noticeable uptick in sales. That’s right! All you need is an expert, maybe a local gardener or horticulturist (maybe the one watering your flowers right now!), and a platform to talk plants, and BOOM! You’ve got a captivated (and buying!) audience.

Become a Destination: The Place to Be

Sure, you want to sell plants, but wouldn’t it be awesome if your garden center became the place where people love to hang out? That coveted title of “destination garden center” doesn’t just happen because you have cool planters or the best perennials in town. It happens when your space transforms into a hub of activity where people come to have fun, learn something new, and make memories.

In-person events create experiences that are bigger than just shopping for plants. Think: weekend gatherings with live music, food trucks, workshops, and a sense of community. People no longer just stop by to pick up a plant; they choose to spend time at your garden center. And hey, the longer they’re there, the more likely they are to fill that shopping cart.

In-Person Events: Your Revenue-Booster Extraordinaire

Need a solid reason to host events? Here’s the kicker: In-person events significantly increase revenue for brick-and-mortar stores. Hosting an event drives foot traffic, boosts in-store sales, strengthens brand loyalty, and builds a deeper sense of community.

Let’s drop some real-life knowledge: One of our clients saw a major two-week spike in revenue after throwing a single-day event. Yeah, that’s the power of creating an experience. Plus, when you pack the house, it increases brand exposure and awareness. So even if attendees don’t buy something that day (although they probably will), they’re leaving with a lasting impression and might just pop back in when they’re ready to grow their plant family.

Clear Out Inventory in the Most Fun Way Possible

Got some slow-moving inventory taking up space? Events are the perfect excuse to introduce a special promo or sale. Clear out that excess stock while customers are already in a great mood (thanks to the live music and coffee). It’s a win-win: your inventory gets refreshed, and customers walk away feeling like they scored an amazing deal.

Don’t Just Give Customers a Product — Give Them an Experience

People don’t just want products anymore; they crave experiences. That’s why your events shouldn’t just focus on selling. Think bigger. Imagine this: a springtime garden festival with a succulent-making station for kids, a local chef demo-ing how to use homegrown herbs in fresh recipes, and a "Plant Doctor" on-site diagnosing sad houseplants. Now you're turning an afternoon into something Instagram-worthy.

And let’s not forget — your garden center has the potential to be the "third place" in your community. What’s a third place? It’s the spot people go after home and work — where they meet friends, family, or just hang out. People already gather at coffee shops, breweries, and churches. Why not your garden center? By hosting events, you’re giving your customers a reason to make your business part of their weekly routine.

Build Stronger Relationships with Your Customers

At the end of the day, it’s all about relationships. You want customers to feel like they know you, trust you, and — yes — love you. Throwing events at your garden center helps build that trust. People will remember the night they sipped local craft beers at your summer plant party or the day their kids painted pots during a family gardening workshop. These aren’t just memories — they’re the foundation of brand loyalty that lasts for years.

How to Throw an Event at Your Garden Center (Without Losing Your Mind)

Alright, you’re sold on the idea of hosting events — but how do you actually pull it off? Don’t worry, we’ve got you covered. (And if you want us to do it for you, just reach out to Rebecca and we’ll make it happen.)

Here’s a quick checklist:

1. Find a Food Truck (Or Two)

Because food = happy people. Partner with a local food truck or coffee vendor to provide tasty snacks and drinks during your event. Whether it's tacos, artisanal ice cream, or coffee and pastries, food will keep your customers around longer — and that means more time for them to shop.

2. Choose a Fun Theme

Themes give your event a sense of cohesion and direction. It could be something seasonal like "Fall Harvest Festival," or specific to plants like "Succulent Sunday." Themed events are way more likely to attract attention and create buzz in your community. Who wouldn’t want to come to “Sunflower Saturday” or a "Spring Bulb Bonanza"?

3. Host an Expert Horticulture Talk

Add a little extra spice to your event with an educational talk or activity. This doesn’t have to be formal — maybe a local gardener can offer a quick talk on the best perennials for your region, or you could hold a workshop on making DIY terrariums. Bonus points if you offer something for the kiddos — they’ll have fun, and their parents will shop in peace!

4. Bring in Live Music or Entertainment

Nothing sets the vibe like live music! Find a local band or musician to serenade your customers while they shop and mingle. Even a simple acoustic set can turn your event from fun to memorable.

5. Collaborate with Other Local Brands

Team up with other local businesses to co-host the event. Maybe a local coffee roaster sets up a booth, or a bakery brings in some plant-themed cupcakes. It’s a great way to increase your event’s reach, draw in a broader crowd, and foster some good community spirit. (By the way, if you partner with a local vendor with a healthy local following, you’ll get access to their audience as well. It’s a win-win!)

How to Promote Your Event (And Get People to Actually Show Up)

Okay, so you’ve got the event planned. Now it’s time to spread the word!

Social Media

You probably guessed this would be #1 on the list. Create event pages on Facebook, promote on Instagram, and post lots of sneak peeks on stories leading up to the event. Create buzz with countdowns and maybe even a contest — something simple like “Tag a friend who you’d bring to our Plant Party” to get people excited and sharing.

Newsletters

Your email subscribers are already fans of your garden center. Make sure they’re the first to know about your event by sending out a special announcement. Include all the juicy details, and maybe a special offer — like an early bird discount or a freebie — to incentivize them to come.

PR: Local Newspapers and Magazines

Pitch your event to local newspapers, blogs, and magazines. Many community publications are always looking for fun events to share, and your garden center event could be the next big thing.

Radio

Get on your local radio station and plug your event! It’s old school but effective, especially in smaller towns where radio still gets a lot of listeners.

Social Media Ads

Put a little bit of cash behind a well-designed Facebook or Instagram ad targeting your local community. You don’t need a huge budget — a small spend can help get the word out and increase RSVPs.

Need Help? Let McCuskers Marketing for Garden Centers Be Your Partner!

If this all sounds a bit overwhelming, don’t worry — you don’t have to do it alone. McCuskers Marketing for Garden Centers is here to help you craft the perfect event, drive foot traffic, and boost your monthly revenue. From securing the best local food truck to promoting your event across multiple platforms, we’ve got the tools and expertise to make it a success.

Let’s take your garden center from a place where people buy plants to a space where people build relationships, make memories, and come back again and again.

So, are you ready to throw the garden center event of the year? Let’s get planting! 🌿