Gen Z—those born between 1997 and 2012—is quickly becoming one of the most influential gardening demographics in the United States. While overall gardening participation dipped from 84.1% to 79.2% in 2025, Gen Z bucked the trend. They increased both their gardening time and spending at rates higher than any other generation. For hardware retailers, this shift represents a major opportunity: Gen Z is not only entering the gardening market, but they’re also redefining it. To sell to Gen Z gardeners, retailers should understand why gardening matters to them, where they live, and how hardware stores and garden centers can position themselves to win their loyalty.

• 4% of Gen Z increased their gardening time in 2024
• 6% spent more on gardening in 2025
• 8% plan to garden more in 2026

Mental Health and Stress Relief

More than other generations, Gen Z is experiencing digital overload. Gardening helps them relax and escape from the technology that causes stress in their daily lives. Creating a wellness gardening ritual keeps young gardeners grounded while reducing the anxiety that often impacts their mental health.

Inflation and Food Security

While everyone is experiencing the pinch of inflation, Gen Z sees gardening as a proactive way to save money and reduce grocery bills. Growing fresh herbs and produce is both trendy and practical. Hardware stores can lean into the trend by promoting kits that encourage young gardeners to “Grow your own Groceries.”

Sustainability and Climate Concerns

Gen Z is leading the charge as the most climate-aware generation. 38% of gardeners under 35 buy natural or organic fertilizers, compared with just 14% of people aged 65 and older. Store owners who highlight sustainability with store signage, packaging, and product selection will gain their trust and loyalty. Gen Z is laser-focused on making an environmental impact. They prefer:

• Organic fertilizers and earth-friendly products
• Native plants that require less care and water
• Reduced-lawn landscapes
• Pollinator-friendly gardens

It’s not surprising that households under age 35 convert lawns to wildflower landscapes at 4x the rate of older households. Since Gen Z consumers are eager to learn, retailers should display signage that explains the environmental benefits of products and plants.

Creativity and Self-expression

Statistics indicate that 77% of gardeners are willing to pay more for specific plant colors and varieties. Younger buyers heavily influence this trend. While gardening has a practical side, it is also a form of self-expression that lets gardeners showcase their creativity. Garden centers can support their passion for gardening by offering unique plant varieties, color-specific flowers, and Instagram-friendly foliage. Gen Z actively shares ideas and insights on social media—this includes gardening tips.

Urban Gen Z Gardeners

Since many urban gardeners are renters who live in apartments, space is an important consideration. It’s not surprising that hydroponic gardens, gardening kits, and grow lights are home essentials. Hardware stores should emphasize small-space gardening solutions to build a following with Gen Z shoppers. Sell products that are ideal for balconies, rooftops, and community gardens. These include compact vegetable and seed varieties, herb seed multipacks, microgreen kits, and indoor seed starting supplies.

• Gen Z renters outbuy homeowners in vegetable seeds (43.5% vs. 36.6%)
• Renters buy more herb seeds (32.7% vs. 22.0%)

Suburban Gen Z Gardeners

Suburban gardeners are typically homeowners with more growing space than urban dwellers. Transforming outdoor spaces tends to happen on a grander scale. While suburban gardens may appear to be simple, they are planned in detail to achieve the desired results. Examples include converting lawns to wildflower meadows, building raised beds, and growing pollinator gardens. Their shopping list for garden supplies often includes organic seeds and fertilizers, mulch and soil amendments, raised-bed kits, and native and edible plants. Retailers should partner with vendors who sell products for ecological landscaping and edible gardening to grow sales in this niche.

• Organic fertilizers
• Natural pest-control products
• Peat-free soil mixes
• Bee and butterfly habitat kits

Selling Smart Gardening Tools

Although gardening helps Gen Z take a break from technology, that doesn’t mean they avoid using smart gardening tools. Gen Z’s purchasing patterns are distinct, value-driven, and often digitally influenced. Store owners have an opportunity to build assortments that resonate with this tech-comfortable generation. While they learn from YouTube and influencers and shop on social media, Gen Z also wants to build relationships and seek personal guidance. It’s only natural for Gen Z to embrace digital technology to grow healthier plants and gardens. Popular items retailers may want to stock include:

• Soil-moisture sensors
• Smart-grow indoor systems
• LED lights grow

How Independent Stores Can Compete

Gen Z is driving the resurgence of in-store shopping. Screen fatigue is real, and the desire to touch and demo products is an experience that online buying can’t replicate. Young shoppers want instant gratification. The ability to walk out of the store with purchases in hand makes sense to Gen Zers. They believe going to a physical store results in fewer hassles and eliminates lost or stolen packages. Just as important, in-store shopping is a social activity that lets Gen Z create an online image with the retail space as a backdrop.

Local hardware stores and garden centers are valued for quality products and knowledgeable salespeople. Instead of trying to compete with big-box stores, set a high bar for excellence and make it the goal for every facet of your business. Operating on a local level has its advantages. Store owners can make decisions quickly without going through a chain of command that slows progress. Your staff has built trusted relationships with customers and community organizations that move beyond transactions. So, compete based on your store’s strengths. Here are a few things Gen Z values.

• Better in-store expertise
• Curated assortments
• Localized plant selections
• Workshops and hands-on learning
• Strong digital content

There’s a lot to be said about knowing your customers, exceeding expectations, and thinking outside the box. Gen Z shoppers want these levels of service from retailers and more. Every generation has qualities that distinguish it from previous generations. The same is true for Gen Z. Understanding how gardening influences young consumers’ buying habits will determine what you stock and sell. It may require adding new vendors or tapping into the buying expertise of your suppliers and wholesalers. Consider it time well spent, since connecting with Gen Z will shape the future of your business.