Table of Contents
Executive Summary
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- The market
- Upward growth in the lawn and garden market
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- Figure 1: Total US sales and fan-chart forecast of lawn and garden products, equipment, and services, 2008-18
- Lawn and garden products market share dominates but services see most growth
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- Figure 2: Share of lawn and garden sales on products, equipment, and services, at current prices, 2013
- Market factors
- Housing recovery boosts homeowners’ confidence to contract out lawn/garden services
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- Figure 3: Key demographic groups of homeownership and rentership rates in the US, 2012
- Recovery in remodeling activity, improvement to lawn and garden
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- Figure 4: Remodeling market index, seasonally adjusted, by current market conditions, 2009-13
- Lawn and garden TV shows motivating force behind home improvement
- Popularity of at-home cooking
- The consumer
- Economic recovery may lead to more lawn care professional hires
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- Figure 5: Types of lawn and garden activities as DIY versus professional projects, December 2013
- Younger demographics are most engaged DIYers
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- Figure 6: DIY lawn versus garden activities done and planned, by age, December 2013
- Renters more likely than owners to do DIY gardening, hire professional gardening services in the next 12 months
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- Figure 7: Lawn versus garden activities as DIY versus paid projects planned in the next 12 months, by own or rent primary residence, December 2013
- Young people prefer national lawn care service providers over locals
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- Figure 8: Professional care services plan to hire in the next 12 months, local versus national, by gender and age, December 2013
- Social media users more likely than average to hire professional lawn care
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- Figure 9: Intention to hire professional care services (local versus national company) in the next 12 months, by social media usage, December 2013
- In-store shopping dominates online
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- Figure 10: Retailers and channels shopped for lawn and garden supplies in the last 12 months, in-store versus online, December 2013
- Online, mobile channels crucial to connecting with younger DIYers
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- Figure 11: Attitudes toward lawn and garden shopping – In-store browsing, asking for help and app usage, by gender and age, December 2013
- Factors driving lawn and garden projects
- Renters hampered by inability to make major changes, homeowners see lawn and garden as a chore
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- Figure 12: Frustrations and dissatisfactions in lawn care and gardening, by own versus rent primary residence, December 2013
- Social influence in lawn and gardening for young demographics
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- Figure 13: Attitudes toward lawn/garden clubs, workshops, and social media, by age, December 2013
- Barriers to lawn care/gardening most likely associated with time, money, skill, and chore
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- Figure 14: Attitudes toward lawn and garden, skills, and financing, December 2013
- The need for greater efforts in incentivizing community garden participation
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- Figure 15: Attitudes toward community gardening, by key demographics, December 2013
- What we think
Issues and Insights
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- Understanding the motivations to engage in lawn care and gardening
- Issues
- Implications
- How does digital technology influence which types of lawn/garden projects are undertaken?
- Issues
- Implications
- How does urbanization influence people’s attitudes and behaviors toward lawn and garden?
- Issues
- Implications
Trend Applications
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- Inspire Trend: Switch Off
- Inspire Trend: Rebirth of Cities
- Mintel Futures: Human
Market Size and Forecast
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- Key points
- Cautious optimism for the lawn and care market
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- Figure 16: Total US sales and forecast of lawn and garden products, equipment, and services, at current prices, 2008-18
- Figure 17: Total US sales and forecast of lawn and garden products, equipment, and services, at inflation-adjusted prices, 2008-18
- Fan chart forecast of lawn and garden product sales
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- Figure 18: Total US sales and fan-chart forecast of lawn and garden products, equipment, and services, 2008-18
Market Drivers
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- Key points
- The shift of housing to rentals in the US
- Housing recovery boosts homeowners’ confidence to contract out lawn/garden services
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- Figure 19: Incidence of homeowners and renting in the US, by key demographics, 2012
- Rebound in remodeling activity translates to a near-term boost to lawn and garden
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- Figure 20: Remodeling Market Index, seasonally adjusted, by current market conditions, 2009-13
- Lawn and garden TV shows motivating force behind home improvement
- Popularity of at-home cooking
Segment Performance
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- Key points
- Lawn and garden products continue to dominate but most growth seen in services
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- Figure 21: Total US sales and forecast of lawn and garden products, equipment, and services, by segment, at current prices, 2008-13
- Figure 22: Share of lawn and garden sales on products, equipment, and services, by segment, at current prices, 2008-13
- Sales of products still not back to pre-recession levels
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- Figure 23: Total US retail sales of lawn and garden products, at current prices, 2008-13
- Services segment growing though remains smaller than products
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- Figure 24: Total US sales of lawn and garden services, at current prices, 2008-13
- Equipment segment shows a stable growth
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- Figure 25: Total US retail sales of lawn and garden equipment, at current prices, 2008-13
Retailer Overview
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- Home centers leading lawn and garden products
- The Home Depot
- Lowe’s
- Menards
- Local and specialty nurseries leverage their regional market presence
- American Plant
- Plant Delights Nursery Inc.
- Sunscapes Rare Plant Nursery
- Contrary Mary’s Plants and Designs
- Hardware retailers excel through small-store formats
- Other retailers in the lawn and garden product market
- Leading lawn care service providers
- TruGreen
- Scotts LawnService
Innovations and Innovators
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- Small-space garden
- Garden kits for children
- Lawn and garden equipment, tools, and accessories
- Digital technology in lawn and garden
- Mobile apps in lawn and garden
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- Figure 26: The Suntory® Collection, Virtual Garden and Patio Planting Designer, 2014
- Abbey Parks Farms’ iGrow field-to-fork virtual gardening
- The concept of being green
- Eco-friendly lawn and garden products
- Gardening on public transport
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- Figure 27: Phytokinetic, urban transport vehicles, 2013
- Gardening for eco-friendly advertising
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- Figure 28: Urban Air, bamboo billboard gardens, 2012
Social Media – Lawn and Garden
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- Key points
- Key social media metrics
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- Figure 29: Key social media metrics, January 2014
- Market overview
- Brand usage and awareness
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- Figure 30: Brand usage and awareness levels, January 2014
- Interactions with lawn and garden retailers
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- Figure 31: Interactions with lawn and garden retailers, Jan. 2014
- Online conversations
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- Figure 32: Online conversations around selected lawn and garden retailers, by month, Jan. 1- Dec. 31, 2013
- Where are people talking about lawn and garden retailers?
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- Figure 33: Online conversations around selected lawn and garden retailers, by page type, Jan. 1- Dec. 31, 2013
- What are people talking about?
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- Figure 34: Topics of discussion among the selected lawn and garden retailers, Jan. 1- Dec. 31, 2013
- Analysis by brand
- Home Depot
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- Figure 35: Social media metrics – Home Depot, January 2014
- Key online campaigns
- What we think
- Lowe’s
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- Figure 36: Social media metrics – Lowe’s, January 2014
- Key online campaigns
- What we think
- TruGreen
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- Figure 37: Social media metrics – TruGreen, January 2014
- Key online campaigns
- What we think
- Ace Hardware
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- Figure 38: Social media metrics – Ace Hardware, January 2014
- Key online campaigns
- What we think
- Menards
- What we think
- Scotts LawnService
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- Figure 39: Social media metrics – Scotts LawnService, January 2014
- Key online campaigns
- What we think
Marketing Strategies
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- TV advertising
- Strategy: Familiarity breeds…neighborly advice
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- Figure 40: Ace Hardware, “Nicknames” TV ad, April 2013
- Strategy: Promote convenience and simplicity, while inspiring creativity
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- Figure 41: Lowe’s, My Lowe’s “String Trimmer” TV ad, July 2013
- Strategy: Less time spent on chores translates to more time for friends/family
- Strategy: Highlight a simpler, faster way to patch and care for lawn
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- Figure 42: Pennington Seed, “Pennington® 1 Step Complete” TV ad, June 2013
- Figure 43: Pennington Seed, “Pennington® Smart Seed®” TV ad, June 2013
- Social media engagement
- Strategy: Implementing proper amount of active social presence
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- Figure 44: Lowe’s, social media ad, May 2013
- Figure 45: Scotts LawnService, “The Opinions Next Door” social media ad, April 2013
- Strategy: Creating shopping events
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- Figure 46: Home Depot, “#DigIn – Spring 2013” social media promo ad, May 2013
- Figure 47: Ace Hardware, “Show Your Lawn Some Love” social media promo ad, April 2013
- Strategy: Maintaining interactive communications to engage social media audience
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- Figure 48: Scotts, “January Lawn of the Month” social media promo ad, January 2014
- Strategy: Providing value-added benefits via social sites
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- Figure 49: Lowe’s, social media ad, December 2013
- Figure 50: TruGreen, social media ad, February 2014
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- Figure 51: EarthBox, “Indian Shores Community Garden Opening” social media ad, August 2012
- Email and online advertising
- Strategy: Emphasis on better overall value as exclusive members
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- Figure 52: The Home Depot, Garden Club email promotion, February 2014
- Strategy: Offering rewards through a photo contest
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- Figure 53: EarthBox, “Photo of The Month Contest” online ad, January 2014
- Print advertising
- Strategy: Targeted marketing to garden enthusiasts
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- Figure 54: High Caliper Growing, The Smart Pot® print ad, January 2014
Characteristics of Outdoor Versus Indoor Garden Owners
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- Key points
- Outdoor space most popular; indoor gardening often an extension of outdoor, particularly for affluent homeowners
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- Figure 55: Ownership/engagement in indoor versus outdoor space for lawn and garden, December 2013
- Ownership of a lawn/garden or engagement in lawn and garden activities correlates strongly with homeownership
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- Figure 56: Profile of outdoor and indoor garden owners/participants, December 2013
- Older people likely keen on outdoor lawn and garden
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- Figure 57: Ownership/engagement in indoor versus outdoor space for lawn and garden, by gender and age, December 2013
- Higher-income households’ higher engagement in lawn and garden activity
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- Figure 58: Ownership/engagement in indoor versus outdoor space for lawn and garden, by household income, December 2013
- Homeowners’ lawn care work will increasingly be done by service providers in the next 12 months
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- Figure 59: Lawn and garden activities undertaken, DIY versus professional, by indoor versus outdoor lawn and garden, December 2013
Attitudes toward Community Gardening and Green Spaces
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- Key points
- The need for greater efforts in incentivizing community garden participation
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- Figure 60: Attitudes toward community gardening, by key demographics, December 2013
- Presence of children plays a significant role in more public green space for gardening
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- Figure 61: Attitudes toward community gardening, by key demographics of parents, December 2013
- Social media likely influential in drawing attention to community gardening
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- Figure 62: Attitudes toward community gardening, by social media usage, December 2013
Types of Lawn and Garden Projects Undertaken and Planned
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- Key points
- Lawn and garden projects: DIY versus hiring a professional
- Uptick in consumer confidence likely to boost demand for lawn maintenance services
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- Figure 63: Types of lawn and garden activities as DIY versus professional projects, December 2013
- Men more engaged lawn and garden DIYers, but projects largely maintenance-related
- Younger DIYers the most enthusiastic
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- Figure 64: Types of DIY lawn and garden done or planned in the past 12 months/next 12 months, by gender and age, December 2013
- Men and those aged 18-44 more likely to hire lawn and garden service
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- Figure 65: Types of lawn and garden projects expected to be hired to professionals in the next 12 months, by gender and age, December 2013
- Seeds, bulbs, and fertilizers most popular purchases
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- Figure 66: Purchases of seeds, bulbs, and fertilizers in the last 12 months, July 2008-September 2013
Professional Lawn Care Services
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- Key points
- Aged 18-34 favor national lawn care service providers over locals
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- Figure 67: Intention to hire professional care services (local versus national company) in the next 12 months, by gender and age, December 2013
- Social media users more likely than average to use professional lawn care
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- Figure 68: Intention to hire professional care services (local versus national company) in the next 12 months, by social media usage, December 2013
Channels Shopped for Lawn and Garden
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- Key points
- In-store shopping still trumps online
- Most lawn and garden supplies purchased at large home stores
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- Figure 69: Retailers and channels shopped for lawn and garden supplies in the last 12 months, in-store versus online, December 2013
- Millennials likely to shop at multiple channels and keen to online shopping
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- Figure 70: Retailers and channels shopped for lawn and garden supplies in the last 12 months (in-store and online), by age, December 2013
Homeowners Versus Renters
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- Key points
- Property renters likelier than owners to do DIY gardening in the next 12 months and to seek professional gardening services
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- Figure 71: Types of DIY lawn and garden activities in the past and in the next 12 months, by own versus rent primary residence, December 2013
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- Figure 72: Plan to hire lawn and garden professionals in the next 12 months, by own versus rent primary residence, December 2013
- Homeowners most likely shop at Home Depot and Lowe’s for lawn and garden; renters main patrons for mass merchandisers
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- Figure 73: Retailers and channels shopped for lawn and garden supplies in the last 12 months, by own versus rent primary residence, December 2012
- Limited ability to make changes a major barrier to property renters; homeowners overcoming lawn and garden as a chore
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- Figure 74: Frustrations and dissatisfactions in lawn care and gardening, by own versus rent primary residence, December 2013
- Differing motivations necessitate more targeted marketing toward homeowners versus renters
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- Figure 75: Attitudes toward motivations and innovations in lawn and garden, by own versus rent primary residence, December 2013
- Realistic guidance needed, particularly for homeowners
- Lack of money likely drives renters’ desire for lawn and garden club or DIY workshops
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- Figure 76: Attitudes toward lawn and garden skills, financing, and social influence, by own versus rent primary residence, December 2013
Factors Driving Lawn and Garden Initiatives
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- Key points
- Motivating factors to carry out lawn and garden projects
- Got dirt?
- “Farm-on-table”
- Green lifestyle
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- Figure 77: Motivations to undertake lawn and garden projects, by gender and age, December 2013
- Quality time for family
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- Figure 78: Motivations to undertake lawn and garden projects, by parents with children and age, December 2013
- Attitudes toward lawn and garden shopping
- In-store shopping experience particularly important for women and older participants
- Online, mobile channels critical when targeting younger DIYers
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- Figure 79: Attitudes toward lawn and garden shopping, by gender and age, December 2013
- Frustrations and dissatisfactions in lawn care and gardening
- Younger individuals and parents with young children likely discouraged by time and money constraints
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- Figure 80: Frustrations and dissatisfactions in lawn care and gardening, by age, December 2013
- Figure 81: Frustrations and dissatisfactions in lawn care and gardening, by presence of children and age, December 2013
Sources of Lawn and Garden Ideas and Inspirations
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- Key points
- Sources of ideas and inspirations for lawn and garden projects
- “My own original ideas” and family/friends key source for lawn and garden inspirations
- Women as gardeners and caretakers
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- Figure 82: Sources of ideas and inspirations for lawn and garden projects, by age and gender, December 2013
- Ideas and inspirations from lawn and garden retailers/channels
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- Figure 83: Sources of ideas and inspirations for lawn and garden projects, by (select) retails shopped in-store for lawn and garden in the past 12 months, December 2013
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- Figure 84: Sources of ideas and inspirations for lawn and garden projects, by channels shopped in-store for lawn and garden in the past 12 months, December 2013
Attitudes Toward Lawn and Garden
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- Key points
- Americans’ affinity toward more green public spaces for gardening
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- Figure 85: Attitudes toward communities creating more green spaces for gardening, December 2013
- Attitudes, skills, and financial motivations
- Time, money, skill constrain DIY lawn care
- 18-44s keen to take on DIY lawn/garden, but likely constrained by lack of time and skill
- Imminent role in “social” lawn and gardening among the young
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- Figure 86: Attitudes toward lawn and garden skills, financing, and social influence, by gender and age, December 2013
Impact of Race and Hispanic Origin
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- Key points
- Hispanics lawn and garden DIY enthusiasts
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- Figure 87: Lawn and garden activities undertaken, DIY versus professional, by race/Hispanic origin, December 2013
- Blacks and Hispanics most likely to hire lawn and garden service providers
- Substantial influence of “community” among Blacks and Hispanics
- Hispanics’ strong emphasis on “masculine” lawn care
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- Figure 88: Professional care services plan to hire in the next 12 months, by race/Hispanic origin, December 2013
- Figure 89: Attitudes toward lawn and garden skills, financing, and social influence, by race/Hispanic origin, December 2013
- Bonding with family and friends appeals to Hispanics and Blacks
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- Figure 90: Motivations to undertake lawn and garden projects, by race/Hispanic origin, December 2013
Cluster Analysis
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- Figure 91: Target clusters, December 2013
- Lawn and Garden Aficionados
- Demographics
- Characteristics
- Opportunity
- Novice Horticulturists
- Demographics
- Characteristics
- Opportunity
- Leveraged Spectators
- Demographics
- Characteristics
- Opportunity
- Pragmatic Greenskeepers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 92: Lawn and garden clusters, December 2013
- Figure 93: Ownership/engagement in indoor versus outdoor space for lawn and garden, by lawn and garden clusters, December 2013
- Figure 94: Types of DIY lawn and garden done or planned in the past 12 months/next 12 months, by lawn and garden clusters, December 2013
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- Figure 95: Types of lawn and garden projects expected to be hired to professionals in the next 12 months, by lawn and garden clusters, December 2013
- Figure 96: Intention to hire professional care services (local versus national company) in the next 12 months, by lawn and garden clusters, December 2013
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- Figure 97: Retailers and channels shopped for lawn and garden supplies in the last 12 months (in-store and online), by lawn and garden clusters, December 2013
- Figure 98: Retailers and channels shopped for lawn and garden supplies in the last 12 months (in-store), by lawn and garden clusters, December 2013
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- Figure 99: Retailers and channels shopped for lawn and garden supplies in the last 12 months (online), by lawn and garden clusters, December 2013
- Figure 100: Frustrations and dissatisfactions in lawn care and gardening, by lawn and garden clusters, December 2013
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- Figure 101: Sources of ideas and inspiration for lawn and garden projects, by lawn and garden clusters, December 2013
- Figure 102: Attitudes toward lawn and garden skills, financing, and social influence, by lawn and garden clusters, December 2013
- Cluster demographics
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- Figure 103: Key demographics, by lawn and garden clusters, December 2013
- Cluster methodology
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Appendix – Other Useful Consumer Tables
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- Characteristics of outdoor versus indoor garden owners
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- Figure 104: Ownership/engagement in indoor versus outdoor space for lawn and garden, by gender and age, December 2013
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- Figure 105: Ownership/engagement in indoor versus outdoor space for lawn and garden, by household income, December 2013
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- Figure 106: Engagement in/ownership of indoor versus outdoor garden/yard, by own or rent primary residence, December 2013
- Types of lawn and garden projects
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- Figure 107: Types of lawn and garden activities done or planned in the past 12 months/next 12 months, December 2013
- DIY lawn and garden activities
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- Figure 108: Types of DIY lawn and garden activities done or planned in the past 12 months/next 12 months, by household income, December 2013
- Lawn and garden professional services
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- Figure 109: Lawn and garden projects done by professional service providers in the next 12 months, by household income, December 2013
- Channels shopped for lawn and garden
- In-store/online
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- Figure 110: Retailers and channels shopped for lawn and garden supplies in the last 12 months (in-store/online), by household income, December 2013
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- Figure 111: Retailers and channels shopped for lawn and garden supplies in the last 12 months (in-store/online), by region, December 2013
- In-store
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- Figure 112: Retailers and channels shopped for lawn and garden supplies in the last 12 months (in-store), by household income, December 2013
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- Figure 113: Retailers and channels shopped for lawn and garden supplies in the last 12 months (in-store), by region, December 2013
- Online
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- Figure 114: Retailers and channels shopped for lawn and garden supplies in the last 12 months (online), by household income, December 2013
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- Figure 115: Retailers and channels shopped for lawn and garden supplies in the last 12 months (online), by region, December 2013
- Factors driving lawn and garden initiatives
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- Figure 116: Motivations to undertake lawn and garden projects, by household income, December 2013
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- Figure 117: Frustrations and dissatisfactions in lawn care and gardening, by household income, December 2013
- Ideas and inspirations for lawn and garden projects
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- Figure 118: Sources of ideas and inspirations for lawn and garden projects, by gender, December 2013
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- Figure 119: Sources of ideas and inspirations for lawn and garden projects, by age, December 2013
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- Figure 120: Sources of ideas and inspirations for lawn and garden projects, by household income, December 2013
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- Figure 121: Sources of ideas and inspirations for lawn and garden projects, by age and household income, December 2013
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- Figure 122: Sources of ideas and inspirations for lawn and garden projects, by race/Hispanic origin, December 2013
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- Figure 123: Sources of ideas and inspirations for lawn and garden projects, by Hispanic origin and household income, December 2013
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- Figure 124: Sources of ideas and inspirations for lawn and garden projects, by region, December 2013
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- Figure 125: Sources of ideas and inspirations for lawn and garden projects, by parent/guardian with children living in household, December 2013
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- Figure 126: Sources of ideas and inspirations for lawn and garden projects, by parents with children and children’s age, December 2013
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- Figure 127: Sources of ideas and inspirations for lawn and garden projects, by primary residency, December 2013
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- Figure 128: Sources of ideas and inspirations for lawn and garden projects, by frequency of visiting social media websites, December 2013
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- Figure 129: Sources of ideas and inspirations for lawn and garden projects, by indoor versus outdoor space, December 2013
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- Figure 130: Sources of ideas and inspirations for lawn and garden projects, by types of DIY lawn and garden projects, December 2013
- Attitudes toward lawn and garden
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- Figure 131: Attitudes toward lawn and garden, by household income, December 2013
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- Figure 132: Attitudes toward lawn and garden, by region, December 2013
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- Figure 133: Attitudes toward lawn and garden, by characteristics of outdoor versus indoor gardening, December 2013
Appendix – Social Media – Lawn and Garden
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- Brand usage or awareness
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- Figure 134: Brand usage or awareness, January 2014
- Figure 135: Home Depot usage or awareness, by demographics, January 2014
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- Figure 136: Lowe’s usage or awareness, by demographics, January 2014
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- Figure 137: Menards usage or awareness, by demographics, January 2014
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- Figure 138: Ace Hardware usage or awareness, by demographics, January 2014
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- Figure 139: TruGreen usage or awareness, by demographics, January 2014
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- Figure 140: Scotts LawnService usage or awareness, by demographics, January 2014
- Activities done
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- Figure 141: Activities done, January 2014
- Figure 142: Home Depot – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
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- Figure 143: Home Depot – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
- Figure 144: Home Depot – Activities done – I follow/like the brand on social media because…., by demographics, January 2014
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- Figure 145: Home Depot – Activities done – I have researched the brand on social media to…., by demographics, January 2014
- Figure 146: Lowe's – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
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- Figure 147: Lowe's – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
- Figure 148: Lowe's – Activities done – I follow/like the brand on social media because…., by demographics, January 2014
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- Figure 149: Lowe's – Activities done – I have researched the brand on social media to…., by demographics, January 2014
- Figure 150: Menards – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
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- Figure 151: Menards – Activities done – I have researched the brand on social media to…., by demographics, January 2014
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- Figure 152: Ace Hardware – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
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- Figure 153: Ace Hardware – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
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- Figure 154: Ace Hardware – Activities done – I follow/like the brand on social media because…., by demographics, January 2014
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- Figure 155: Ace Hardware – Activities done – I have researched the brand on social media to…., by demographics, January 2014
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- Figure 156: TruGreen – Activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
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- Figure 157: TruGreen – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, January 2014
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- Figure 158: TruGreen – Activities done – I have researched the brand on social media to…., by demographics, January 2014
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- Figure 159: Scotts LawnService – activities done – I have looked up/talked about this brand online on social media…, by demographics, January 2014
- Online conversations
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- Figure 160: Online conversations around selected lawn and garden retailers, by month, Jan. 1- Dec. 31, 2013
- Figure 161: Online conversations around selected lawn and garden retailers, by page type, Jan. 1- Dec. 31, 2013
- Figure 162: Topics of discussion among the selected lawn and garden retailers, Jan. 1- Dec. 31, 2013
Appendix – Trade Associations
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