Monrovia promotes Lavender Week retail program

Monrovia is promoting Lavender Week, scheduled for May 11 to 17, as a retail program aimed at increasing plant sales following Mother’s Day.

The initiative includes point-of-purchase signage, digital plant guides and a national social media and advertising campaign designed to drive consumer interest in lavender.

Participating garden centers will be featured in Monrovia’s online store locator, which the company said receives millions of monthly searches.

Lavender continues to trend with consumers due to its fragrance, pollinator value and role in wellness-focused gardening.

“We created Lavender Week as a way to help our customers keep building gardening momentum past Mother’s Day,” said CMO and trend spotter Katie Tamony.

For greenhouse growers, the promotion may present opportunities to align production schedules with retail demand for lavender and similar perennial crops tied to seasonal marketing campaigns.

Check out more resources for retailers from Monrovia.