Garden decor trends toward 'anything goes' styling

DSN Retailing Today, May 3, 2004 by Debbie Howell

Home decor trends and a back-to-nature emphasis are reshaping what today's lawn and garden consumer is seeking beyond the traditional categories of live goods, tools and supplies. Like it or not, retailers must be in tune to fashion trends in gardening decor and outdoor living products to be successful in this niche.

That was the message of Yale Youngblood, editor of "Garden Center Products & Supplies," in a seminar on hot garden center trends at last month's AHMA Hardware Show in Chicago. Of the five hot product trends Youngblood identified, all were either related to decorative features or nontraditional gardening.

The five hot areas were glass garden accents, water gardens or fountains, wind art, "critters" both in the form of statuary and wildlife feeding products, and whimsical garden decor that fell under a heading Youngblood dubbed as "anything goes."

"Water gardening is still as hot as ever. It's a hugely popular area right now with lots of options," he said.

>From elaborate backyard ponds with waterfalls to ready-made birdbaths or decorative fountains, water features continue to drive sales. Another super-hot segment involves animal figurines and wildlife feeding. Demand keeps rising for bird-feeding products, which are be coming more decorative or upscale, while the single most popular critter in garden statuary is the frog, according to Youngblood.

Wind chimes, flags and spinners are another strong category, along with glass accents in garden decor, such as gazing globes and stakes. Under the "anything goes" category, items ranging from patio candles to unique garden sculptures are capturing the buyer's eye.

Retailers need to stay on top of decor trends and make their stores inviting and compelling in order to succeed against big-box chains, Youngblood said. Savvy retailers also know that their target female consumer is highly sophisticated, wants quality but at a value and is willing to shop elsewhere if her needs aren't met, he added. Smart retailers communicate with their shoppers through a Web site or e-mail, he said, and work to sell a "whole garden" rather than individual products.