When they head to independent garden centers, consumers aren’t just looking at price. They’re looking for quality plants, a good selection, knowledgeable staff and the newest plants on the market. Proven Winners^® most recent survey of more than 7,500 consumers delved into what they want when they shop, which plants are in high demand, how shoppers make purchasing decisions, why they choose independent retailers and more. 

Survey Method:

In late October and early November of 2025, we surveyed more than 7,500 consumers in the Proven Winners Winner’s Circle newsletter subscription list who had all purchased plants within the last two years.

Survey Results:

1. Where do you shop for garden items?

2. What is most important ​in your shopping experience?​

Consumers who shop at big-box stores, independent garden centers and other outlets all value plant quality and selection above all other factors when shopping. But those who shop mainly at independent garden centers value customer service above price, while big-box shoppers consider price more.

Big-box, hardware and other store shoppers	IGC Shoppers

3. Why do you shop at independent garden centers?

While all consumers rank plant quality and selection as most important no matter where they shop, those who patronize independent garden centers choose IGCs for their knowledgeable staff and new and unique plants, along with other factors like overall experience.

4. What time of year do you typically shop for plants? Please select all that apply.

Fall is almost as popular a time of year to buy plants as early and late spring. With 34% of consumers saying they shop for plants in the fall and 39% saying they shop year-round, there are ample opportunities for sales outside of the big spring rush.

5. How important are sales or discounts? 

Consumers who shop outside of independent garden centers are much more influenced by sales and discounts, with the majority rating it ‘slightly important.’ On the other hand, those who do not shop at IGCs rated sales and discounts as either ‘very important’ or ‘somewhat important.

Key Takeaway:

• Consumers who shop outside of independent garden centers are more influenced by sales and discounts.​
  
  

6. Would you be willing to spend more on a plant or a brand you recognize?​

The majority of consumers are willing to spend more on a variety or a brand that they recognize, no matter if they shop big-box stores, IGCs, hardware stores or elsewhere.

7. How much are you willing to spend on the right annual in a 4-inch pot?

8. What type of plants would you like to see more of in your area?​

More than half of consumers said they’re looking for more low-maintenance and drought- and heat-tolerant plants, as well as eco-friendly options like native/nativar plants and pollinator-friendly picks. The good news is that many of these traits can be found in the same plants.

9. Where did you grow plants this year? 

Nearly as many consumers planted in containers as in-ground this past year, increasing about 10 percentage points over last year’s survey.

10. What is your favorite color of flower to grow?

Click here to download 2025 Retail Insights PDF.