Discovery, development & demand
From a cultural spark to a customer sale, plant popularity follows a path that begins long before a shopper enters a garden center. Trends take shape through conversations, communities and changing lifestyles. They gain momentum through media, storytelling and social sharing before eventually influencing what customers choose to bring home.
In “From Trending to Top-Selling,” Becky Paxton of Garden Media Group and Corrina Stellitano Andrews of Plant Development Services Inc. explored how plants move through the popularity pipeline – and how industry professionals can become catalysts at every stage.
The presentation emphasized that successful products are rarely overnight sensations. Behind every popular plant is a progression of discovery, development and demand. Cultural movements create curiosity, content creators amplify interest, media coverage builds awareness and retailers turn inspiration into action. Understanding this process means growers, marketers and garden centers can do more than react to trends. It allows them to recognize opportunities and help shape what comes next.
Today’s consumers are purchasing plants for more than beauty. They are looking for plants that reflect their lifestyles, support their values and enhance their everyday experiences. Gardens have become places for connection, creativity and comfort. The modern shopper is not simply searching for a shrub, perennial or container plant. They are searching for a solution, a feeling and a story.
One of the cultural movements influencing gardening is “grandma-core.” This trend taps into nostalgia while giving traditional garden styles a fresh appeal. It celebrates the charm of familiar plants, cozy outdoor spaces and designs that feel timeless. Cottage gardens, heirloom-inspired plantings and romantic garden details are gaining renewed attention because they create emotional connections. They remind gardeners that landscapes can hold memories and meaning.
“Dopamine gardening” brings another dimension to the conversation by focusing on joy and personal expression. Gardeners are increasingly creating spaces designed to lift their mood through vibrant colors, interesting textures and unexpected combinations. These gardens encourage experimentation and celebration. Instead of following strict rules, gardeners are creating outdoor spaces that feel playful, personal and inspiring.
Environmental awareness is also driving important changes in plant selection. Pollinator-first planting, climate-smart landscaping and naturalistic garden design reflect a growing interest in landscapes that work with nature. Customers want plants that provide benefits beyond appearance. They’re looking for options that support pollinators, handle challenging conditions and contribute to healthier ecosystems. Plants with a clear purpose often have a stronger path from trend to top-selling.
Outdoor wellness is another major influence. As people spend more time focused on health and balance, outdoor spaces have become extensions of the home. Gardens offer opportunities for relaxation, reflection and recreation. A thoughtfully planted landscape can become a retreat, a gathering place or a source of everyday enjoyment. Communicating these benefits helps customers see plants as investments in their lifestyle.
Turning a trend into a sale depends heavily on storytelling. Media coverage can move a plant from a niche idea to a national conversation. Editorial features, digital content and social media exposure introduce products to new audiences and create excitement before customers ever walk into a store. Stories provide context and help shoppers understand why a plant deserves a place in their landscape.
For retailers, storytelling creates stronger selling opportunities. A plant display supported by a meaningful message can capture attention and encourage engagement. Online collections can be organized around customer interests (pollinator support, wellness, small-space gardening or low-maintenance landscapes). When the story connects with the shopper, the product becomes more memorable.
Artificial intelligence is also reshaping the way trends are discovered and shared. AI tools are helping identify patterns, monitor conversations and accelerate the movement of ideas from emerging interest to widespread awareness. These technologies can help businesses recognize changing preferences and respond more quickly. However, the strongest results come when technology is paired with creativity, communication and a human understanding of what motivates gardeners.
Looking ahead, several trends are expected to continue influencing the industry. Small-space and container gardening will remain important as more people create green spaces in limited areas. “Edimentals” (combining ornamental appeal with edible benefits) will attract those interested in plants that are beautiful, useful and productive.
These trends reveal a larger shift in gardening culture. Consumers want plants that fit their lives and are meaningful. They want landscapes that support nature, encourage wellness and provide enjoyment. The plants that succeed will be those that satiate these desires.
The popularity pipeline provides a roadmap for turning ideas into action. Trends create the spark, stories spread the message and strategic merchandising completes the journey. By understanding how culture, content and commerce connect, the green industry can move beyond following trends and begin creating them.
The future belongs to those who pay attention, plant the seeds early and nurture new ideas until they grow.
by Enrico Villamaino
