Gardening Homeowners to Draw Marketer Attention Through Early Summer

Marketers are gearing up their seasonal ad campaigns to connect with homeowners who want to show off the interior and exterior of their homes. The latest research from Scarborough shows that these consumers make attractive candidates for retailers who are selling a wide range of home-​related products. Increasingly, these same homeowners have favorite media destinations where they are likely to learn about the latest trends in their home-​related hobbies.

It’s no secret that more homeowners have been sprucing up their interiors, especially their kitchens and bedrooms. In many cases, they have decided to remain in their current residence instead of selling out and moving on. It turns out that consumers who enjoy gardening, 49% of homeowners, have also spent on paint and wallpaper (31%) and new floor covering (15%) in the past year.

Gardeners, in general, are likely to be Baby Boomers and enjoy household incomes exceeding $100,000. About 25% of gardening enthusiasts are retired. This consumer group spends over $900 a year online on a variety of goods so marketers seeking to reach them should bump up their online presence. In addition, gardeners also turn to traditional media:

  • Home and garden section of local newspaper: 11% (more likely than all home owners to read this section)
  • Food and cooking section of local newspaper: 8%
  • Watch documentaries on TV: 8%
  • Watch local morning TV shows: 6%
  • Listen to news/​talk/​information radio: 27%

Look for marketers to focus on these specific media formats as they roll out their promotions to reach gardeners in the all-​important months of May and June.

[Source: Nearly of American Homeowners Gardening. Scarborough​.com. 7 May 2012. Web. 13 May 2012.
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.