Garden Research
National Gardening Survey 2020 Edition

272 pages including extensive COVID-19 commentary

The 2020 National Gardening Survey is the comprehensive market research report that leaders in the lawn and garden industry count on each year to track the market and help them make strategic marketing decisions. Conducted annually since 1973, the Survey provides in-depth and up-to-date marketing information on industry trends, household participation, consumer profiles and retail sales.

COVID-19 is the primary focus of the extensive and insightful commentaries provided by Jim Feinson (CEO of Gardener's Supply Company) and Charlie Nardozzi (gardening author, speaker and consultant).

A snippet from Jim Feinson's Commentary:

"In this moment in time, Gardening is blessed with both gardeners increasing their gardening activity and an influx of returning gardeners and new adopters. This is a 'shot in the arm' our industry needs. But this growth is unevenly distributed and somewhat artificial. As the research shows, we risk returning to pre-pandemic patterns of slow or no growth in Gardening. Only by using current events as a catalyst to change, challenging old ways of doing business, focusing on new customers, experimenting with our business models, and driving and sharing innovation in our industry will we retain these returning and new gardeners and improve our industry prospects next year and in the future. In every aspect of our business, only we can create a 'new normal.'"

In addition to the extensive commentary on COVID-19, we also include new sections this year. Survey respondents who identified themselves as "non-participants" in the lawn and gardening space were asked specific questions about why they did not garden. We also asked about the experience levels of the participating gardeners, ranking the respondents from beginner to master level. National Wildlife Federation commissioned the addition of research on gardening for wildlife and the purchase of native plants.

Topics Covered:

  • Lawn Care
  • Ornamentals
  • Flower Gardening
  • Flower Bulbs
  • Fruits
  • Houseplants
  • Container Gardening
  • Vegetable Gardening
  • Landscaping
  • Herb Gardening
  • Insect Control
  • Tree/Shrub Care
  • Water Gardening
  • Cannabis Growing
  • Wildlife-benefiting plants
  • Converting lawn to garden
  • Knowingly purchasing native plants

View entire Table of Contents.

All major lawn and garden companies in America use the National Gardening Survey to increase revenues, reduce costs and improve effectiveness. The systematic analysis and market intelligence contained in the report are keys to better planning, budgeting and goal setting. Ready access to the primary research found only in the Survey will help you analyze the market, project market potential and sales performance, improve advertising, select your media, find new market niches, anticipate market changes and make profitable investments.

The report anticipates your questions and provides answers not available from any other source. A representative sample of more than 2,000 U.S. households is surveyed by Dynata to obtain the data included in this unique report. All the facts and figures have been compiled, cross-tabulated, analyzed and presented in this 272-page report. Here are just some of the issues addressed in this timely report:

  • Who are the consumers for your products in terms of age, education, occupation, income and other demographics?
  • Where are the best markets for your products by region and size of community?
  • What should your product offerings and image look like in the age of COVID-19?
  • Have your sales been keeping up with the growth segments of gardening?
  • Would you grow cannabis if it were legal for you to do so?

If you've relied on previous editions of the National Gardening Survey, you know it's critical to your business to keep abreast of this year's important findings -- if you're new to the survey, you can't afford to be without it. Highlights from the Survey have appeared in numerous lawn and garden trade publications, The Wall Street Journal, The New York Times, USA Today, Bloomberg and other consumer media. You may have seen or read some of these articles, but they only include the most basic survey information.

You can put the in-depth analysis and detailed data of the complete survey to work for you today. You'll find the National Gardening Survey an invaluable marketing tool whether your company markets its products to wholesalers, retailers, by Mail-order/Internet or directly to consumers.

Last year's survey is also available here.