2020’s plant babies are now growing into plant toddlers — and their plant parents show no signs of slowing their enthusiasm for all things plants.
Last year saw an influx of people with an interest in plants, especially using them as a way to connect with others and with nature as they weathered the pandemic. Fast forward to spring 2021: That interest is still growing, as consumers are eager to buy more plants and surround themselves with nature, indoors and out. (Indeed, the Society of American Florists is helping enterprising floral marketers capitalize on this trend with its downloadable Great Big Plant Event.)
“Plants continue to be strong, starting from last spring and it seems that will continue as people are still not venturing out too much,” says Rachel Martin, owner of Ballard Blossom in Seattle, Washington. “Folks want to make their homes cozy and send plants for people to enjoy. And it seems people who were not big plant people before have decided to take a try at them since they are staying home more.”
Caroline Woods, visual merchandising manager at Accent Décor, Norcross, Georgia, is also seeing carryover of trends from last spring to this one. “It seems like the trends of last year are just developing more,” she notes, with more plant varieties available in shops, as well as consumers taking more of an interest in gardening, whether they live in the city or the suburbs.
To ensure they’re able to meet consumer needs, retailers should stock up on what the new and seasoned plant lovers need to feed their enthusiasm.
“All those new plant parents from the past year now have plant toddlers and want more accessories to foster that growth,” says Accent Décor’s Woods. Consumers are looking for plant sticks and trellises, as well as more varieties of pots and saucers, she adds. What’s more, as plants have become a focal point in so many homes, there is an increased demand for sleek, stylish containers that are both beautiful and functional.
“Plant parents want containers with a message and styling that show off their personality,” Woods notes.
Woods also notes an uptick in consumer interest in dried plants and flowers.
“I’m seeing so much love for dried florals and dried arrangements that can be dropped into a vase and enjoyed for the long term,” she says. Dried florals were popular last spring and summer, she adds, but the variety available has increased. “Lots of texture, more dried flowers in a wide range of colors, and unexpected varieties,” Woods notes.
As Trends Continue On, Retailers Prepare
As temperatures heat up, the popularity of plants and flowers won’t be cooling off any time soon. Industry professionals can expect consumers’ interest to continue flourishing. Jackie Levine, vice president at Central Square Florist, Cambridge, Massachusetts, says the demand is strong, and she sees it growing stronger. “People of all ages are still craving plants!” she says.
Nic Faitos, Starbright Floral Design, New York, New York, agrees that the upward trend of plant interest spans the ages. “Our clients seem to be thirsty for anything that brings nature inside,” he notes. “Flowers, plants, they want it all.” As many battle pandemic fatigue, people want to “dance barefoot in the streets,” Faitos says. “This is creating a lot of unexpected flower children! Everyone loves flowers. Everyone wants flowers. Men. Women. Young. Old.”
With consumers continuing to connect with flowers and plants, make sure you’re ready to serve them. If you aren’t sure how to market and capitalize on the continuing plant trend, check out SAF’s Great Big Plant Event to watch on-demand videos about plant trends, marketing and care tips.
Molly Olson is a contributing writer for the Society of American Florists.
