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Garden Trend Surveys
Consumer Results for Summer Season
The Garden Writers Association Foundation (GWAF) released its 2013 October Gardening Trends Research Report. The report is the fourth of 5 national consumer attitude surveys on gardening to be conducted this year by the GWAF. A review of consumer summer gardening activities was the primary focus of the research.
Among the 78 million gardening households that have a lawn, garden or grow plants in containers, more than half (54%) grew vegetables this year.
Last spring, consumers planning to purchase spring plants at mass merchants (49%) gained a 10% lead over garden centers (39%). By late summer, consumers reported their actual purchases were more at garden centers (39%) than mass merchants (37%).
Yard and garden spending (including plants and maintenance) has remained somewhat constant over the past 3 years at an average $600 in 2010, $530 in 2011 and $600 in 2012. For 2013, our early spring report indicated a significant decline to $278/household could be expected. By October of this year, however, the reported spending actually increased to an average $615/household.
Consumers spent the most money on their lawns and grass. Vegetable/fruit plants remained the second highest spending priority. However, annual flowers have dropped to 5th place in spending priority behind perennial flowers (#3) and trees/shrubs (#4).
The GWAF 2013 October Gardening Trends Research Report was conducted by Technometrica Market Intelligence of Ramsey, NJ. A total of 849 surveys were completed from a random digital dial sample of telephone numbers. Interviews in each region of the country were proportional to the representation of that region to the total U.S. population. To further assure representation to the American population, the data was weighted by gender, age and race reflective of U.S. Census proportions. At the 95% confidence level, the margin of error for respondents overall is +/- 3.3 percentage points. For subgroups, margins of error are higher and depend upon the size of the sample.
Copies of GWA Foundation garden trends reports are available to GWA members at no cost. Follow the links to the members area to download a more detailed copy of the report.
Non-members can obtain a copy of the full 23-page survey report for a fee of $24.99 by clicking the non-member link below.
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