Good News for 2024: Consumer Focus on Gardening Likely to Continue Rising

green plan it gardening outdoor nature explore classroom gardenersInterest in home gardening continues to rise despite concerns about the economy, weather, and increased time spent at work in 2023. A new study found that home gardeners spent more time and money on gardening in 2023 than they did in 2022. More important, they will spend even more time and money, plant more, and expand their gardens in 2024.

The research, conducted by Axiom Marketing, a Minneapolis-based marketing firm serving the horticultural, agricultural, and home improvement markets, found meaningful increases in time and money spent on gardening in 2023 and planned gardening activities for 2024 especially among Gen Z and Gen Y gardeners.

“Fifty percent of respondents say they spent more money in 2023 compared to 2022,” says Mike Reiber, founder and CEO of Axiom. “Forty three percent of respondents reported spending 50% to 100% percent more time in 2023 compared to 2022, and 50.5% expect to spend more

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