May 6, 2015

Making the Most of Millennials By Tim Hodson

The housing market’s continued resurgence is being driven by Millennials – individuals born between 1980 and 2000.

According to the National Association of Realtors, 31 percent of homebuyers in the United States in 2014 were Millennials. And in 2015, that demographic is projected to be the largest group of homebuyers, supplanting Gen X-ers.

A recent article from the National Retail Federation takes a look at how these new homeowners approach decorating and home improvement. It should come as no surprise that when it comes to making purchases for their new homes Millennials buy differently than Gen X-ers and Baby Boomers.

They are relying on retailers to help educate them about their purchases. They have the Internet to provide them with gardening and design inspiration, but they still need to be educated on what’s available.

So they are turning to retailers’ websites and social media channels to learn more about different products and how to do things. They also are participating in in-store events and workshops at places like the Home Depot and Lowe’s.

These how-to sessions are a great way to introduce your products and brands to new homeowners and begin to build a relationship with them. It is an opportunity to cultivate a connection that will last for many years to come.

How are you reaching out to Millennials in the garden center? Are you working with the retailers that sell your products to help educate this burgeoning class of homeowners?

Drop me a line at thodson@greatamericanpublish.com and let me know what you’re doing.

– Tim

Home Depot Embraces Apple Pay

The Home Depot hopes to soon be the largest retailer in the United States to accept Apple Pay. The home improvement retailer is in the process of updating its systems and would like to offer Apple Inc.’s mobile-payment platform at its more than 2,000 stores. According to a company spokesperson, the goal is to implement Apple Pay in all of its stores, however, a deal is not yet in place and no date has been announced for completion of the systems upgrade. The Home Depot currently accepts PayPal and could add other types of mobile payments in the future.

Meijer, Scotts Miracle-Gro Team Up to Create In-Store Garden Shops

Michigan-based mass retailer Meijer Inc. is partnering with Scotts Miracle-Gro to create a new in-store shop called the Garden Marketplace. The concept shop is debuting in 27 Meijer stores (approximately 10 percent of the chain’s locations) this spring. The Garden Marketplace is designed to highlight Meijer and Scotts Miracle-Gro branded products from seed packets to weed controllers.

Lowe’s Program Helps Raise $7.5 Million for MDA

This spring, Lowe’s customers and Lowe’s stores helped raise more than $7.5 million during the Muscular Dystrophy Association’s annual Shamrock Program. From Feb. 6 to March 30, nearly 1,800 Lowe’s stores participated in the St. Patrick’s Day fundraiser. Customers bought MDA shamrocks at checkout that were creatively displayed on store walls. Since 2001, Lowe’s has helped raise more than $50 million for the MDA Shamrock Program.