GOLDEN GARDENERS 



An Increasingly Big Share Of Your Market 



Margaret Hagen 



One of the indisputable facts of life 

 is that we're all getting older. In 

 fact, by the year 2000, the number 

 of older people living in this coun- 

 try is expected to reach at least 32 

 million And although gardeners 

 over the age of 65 may not drive garden sales the way 

 baby boomers do, they control up to 75% (by some es- 

 timates) of our nation's wealth. And since this popula- 

 tion segment will only continue to grow for many years 

 to come, it makes sense to begin learning now how to 

 cater to its needs and wants. 



In the next 10 years, the number of Americans in 

 their 50s will grow over 40 percent. Demographic stud- 

 ies show that spending power is also becoming more 

 concentrated among those aged 50 and older. 



Household income is highest for those aged 45 to 54. 

 Households headed by people aged 55 to 64 have 

 slightly lower incomes, but also fewer mouths to feed. 

 After everyone is fed, clothed, and housed, those in the 

 45-to-64 age bracket have a household discretionary in- 

 come of $16,200 (calculated in 1994). Those in the 55- 

 to-64 age group have the highest per-household-mem- 

 ber discretionary income, averaging $6500 in 1994 

 (American Demographies, lanuary '97). 



Figures from the National Gardening Association also 

 show that the 50-and-older age group accounts for 37% 

 of lawn and garden sales. And those currently retiring 

 aren't quietly retreating from life. Thanks to today's 

 knowledge about nutrition and exercise, most older 

 Americans are working hard to delay the physical aging 

 process. Many older gardeners are healthy, alert, and 

 strong and they intend to stay that way. 



Also keep in mind that Baby Boomers are moving 

 into their 50s. They're ready to reward themselves for 

 the long years they spent wiping up the apple juice 

 spilled by their kids and paying extra car insurance 

 while putting teenagers through college. Many will be 

 looking for sophisticated furniture, food, travel, and hob- 

 bies. Why not begin to take them into account when 

 evaluating your sales program? It really is no longer true 

 that seniors never buy anything because they don't need 

 much nor because they all have to scrimp and save. 



Over the last five to ten years, many garden centers 

 have started to carry products, run programs, and fea- 

 ture gimmicks that appeal to children (tomorrow's gar- 



deners). An informal survey of 15 garden centers in 

 southern New Hampshire found that no one is advertis- 

 ing or promoting specifically to seniors. Three offer a 

 10% discount on Tuesdays and two offer a 10% discount all 

 the time. Five carry some equipment or tools to aid those 

 gardeners with physical limitations. I think there's tremen- 

 dous marketing potential here, but it's necessary to know a 

 little bit more about the consumer you're trying to serve. 



As we age, our vision declines. The lens within the 

 eye thickens, yellows, and tends to absorb shorter 

 wavelengths of light. Color sensitivity diminishes. Depth 

 perception is poor. The most easily perceived colors 

 are the brightest: yellows, oranges and reds. 



There are a number of small things that can be done 

 to make it easier for those with poor vision to have a 

 positive shopping experience. The first thing you can 

 do is make sure the lighting in your store is good. In 

 fact, the more light the better. On signage, use a font 

 size of at least 14 and make sure there is good contrast 

 (black on white, black on yellow). Use printed type and 

 keep in mind that blue and green backgrounds are the 

 most difficult to see. 



For people wearing bifocals or trifocals, depth per- 

 ception can be difficult. Changes in grade need to be 

 very clear (fluorescent strips on stair treads, etc). It's 

 best to use ramps wherever possible to avoid potential 

 problems. Flooring should be smooth to walk on, but 

 not so smooth that it causes a slip. Consider adding 

 handicapped access. 



Because lifting can be a problem, IC Penny has put 

 the larger sizes of its garden products on the middle 

 instead of the bottom shelves. Because the print on 

 bigger packaging tends to be larger, it's also easier to 

 read. And think about posting signs instructing custom- 

 ers to ask for help with heavy plant materials or gar- 

 dening supplies. 



Keep your aisles at least three to five feet wide 

 (older people like to walk side by side) and free of 

 display material. Keep your hoses coiled and think 

 about retiring those cute red wagons (the handles are 

 a tripping hazard). 



Remember the old adage that customers buy in di- 

 rect correlation to the amount of time they spend in 

 your store? Using garden furniture for function (a place 

 to sit down and rest) as well as display could pay off in 

 sales. Other amenities are restrooms, bubblers and 



DECEMBER 1997 & JANUARY 1998 



