According to the Home Improvement Research Institute (HIRI.org), total lawn and garden sales in the U.S. are expected to reach $61.5 billion by the end of 2019, with lawn and garden equipment and supplies accounting for about $35 billion of that total. It is estimated that purchases by pros (Landscapers, Maintenance Manager and other contractors) will make up $3.7 billion of lawn & garden equipment supplies while purchases by consumers (DIYers, Renters and Homeowners) will make up $31.2 billion in the category.

Pros and consumers share some traits when it comes to their path to purchase of lawn and garden supplies.  However, there are also important differences that can help you shift your marketing or product strategy.

Let’s Start With: MEDIA USE

Based on research from The Farnsworth Group, pros continue to use online search, manufacturer and retailer websites in high numbers.  This is often where they start their journey and over 80% are going online at least once a week looking for products for their trade.  

They are also shifting toward social media as a source for product information and away from magazines with 20% saying social media is their primary source to learn about new products.  

Regardless of the platform, product information (including reviews) and pricing are critical information needs.  Unlike DIYers, contractors often need more detailed product specs as well as contractor pricing incentives.

Now Let’s Look At: CHANNEL USE

Based on data from HIRI, warehouse home centers remain a popular source for supplies among landscapers: 64% of landscapers reported using home centers as their primary supplier and 24% use specialty stores as primary suppliers, while only 7% of pros use hardware stores as a primary supplier.

The Project Decision Study from HIRII shows how contractors and consumers also differ in their methods of purchase. 75% of landscapers reported buying in-store, while 13% of landscapers ordered online and picked up the product in-store.

Most significantly, 12% of landscapers ordered the product online and had it delivered, compared to 0% of homeowners. Competitive pricing, understanding their needs and convenience are the top drivers to their channel selection.

Finally: PRODUCTS PURCHASED

Unlike DIYers, landscapers are more frequently buying across a wider range of landscaping, lawn and garden categories with roughly 50% buying at least one Outdoor Power Equipment product each year.  Commodities such as fertilizers and soil treatments continue to be the most frequently purchased annually.  

Manufacturers and suppliers have regular opportunities to connect with professionals not only through digital mediums as contractors research and shop, but also through in-store channel visits that occur often throughout the year.

The Farnsworth Group applies our 30 years of industry research expertise to understand Pro path to purchase on specific products within building, home improvement and lawn & garden.  Contact us to learn how custom research can help you better understand your customers path to purchase.