May 1, 2025

Trend report: New gardeners to moderate spending in 2025

A new report from Axiom Marketing reveals that while new gardeners who started within the past four years plan to continue gardening in 2025, fewer will increase their spending and time investment compared to previous years.

According to the survey of 300 new homeowner gardeners, 54.6% plan to maintain their 2024 spending levels, but the percentage planning to spend more dropped 13.5 points from last year’s study.

Similarly, 47.1% will dedicate the same amount of time to gardening, with those planning to increase their garden time also falling 13.5 percentage points.

The findings indicate shifting priorities among newer gardeners:

• 38.3% will plant the same amount as last year
• 38.3% are unwilling to pay more for desired plants, up 12.8 points
• Interest in organically and locally grown plants decreased 18.8 and 15.5 points respectively
• Seed purchases and seed planting to save money declined significantly

“New and novice gardeners seem to be more price-sensitive based on price being the third most important plant purchase attribute,” said Mike Reiber, Axiom Marketing CEO.

The report found specific plant variety (32.6%) and national brand (14.5%) remain the top purchase factors. Most respondents are casual gardeners (75.8%) living in urban or suburban environments.

Download the 2025 Axiom New and Novice Gardener Study here.