Consumers are planning to add more lighting to their outdoor spaces, according to new data from market research firm Axiom.
The firm’s Gardening Outlook Study found that 34.1% of consumers want to add new outdoor lighting in the coming year, up from 25.2% in 2023. More than a quarter of respondents (25.6%) also indicated they had plans to update or add a new deck or patio, a drop from 31.4% in 2023.
Landscaping and gardens also rank high on consumer priorities, according to the study. More than half of respondents (52.4%) want to add front-of-the-house plantings to improve curb appeal, and 51.4% are interested in growing vegetable gardens.
When shopping for gardening and outdoor supplies, most of the survey’s respondents said they turn to big-box retailers, with Home Depot leading the pack at 32.2%. Trailing behind are Lowe’s (19.1%) and Walmart (17.1%). Independent garden centers and outdoor retailers came in fourth, with 11.8% of consumers indicating their preference to shop these retailers.
That said, respondents indicated they expect better quality and service from independent retailers. More than a quarter (25.7%) said independent stores offer the most knowledgeable store associates, edging out Home Depot at 23.7%. And when it comes to the quality of plants and other outdoor products, independent retailers rank first again at 30.3% with Home Depot trailing at 24.7%.
When visiting independent garden centers, consumers shop these retailers for a number of reasons. The top one, at 29.9%, is a wide choice of plants. Respondents also expect independent retailers to provide one-stop shopping (8.9%), new ideas for outdoor living projects (8.6%), design inspiration (8.6%) and products they can’t find at other stores (6.9%).
Younger generations are getting more into gardening and outdoor living, according to the report. Gen Z and millennials both plan to outspend Gen X and boomers on outdoor spaces, with 46.2% and 43.9% spending more in 2025, respectively.
Respondents to the survey were recruited randomly from a panel of 70 million Americans, with all indicating they own a home and purchased garden plants last year. Participants represented all of the nation’s regions with more than half living in suburban areas.
