Author: Annette Malave, SVP/Insights, RAB
Lawn and garden has evolved far beyond seasonal upkeep – it’s now a reflection of how Americans live, spend and prioritize their homes. What was once about mowing and maintenance has become a category driven by outdoor living, wellness, sustainability and long-term home value.
In today’s environment, that shift is translating into real dollars. According to IBIS World, nursery and garden retailers generate $54.4 billion in revenue, while landscaping services reach $188.8 billion – more than triple the size. Even amid economic pressures and uncertainty, consumers continue to prioritize home improvement projects with outdoor upgrades remaining firmly on the list.
Outdoor spaces are no longer an afterthought. They are an extension of the home, whether it is a balcony or an acre of land. From kitchens and dining areas to lighting, decor and entertainment zones, these environments are designed for both function and experience. Even pets are part of the plan, with the rise of “barkitecture” – pet-centric designs with features like elevated bedding, artificial grass and designated play areas that will create the perfect “PETio.”
Gardening and landscaping aren’t just about aesthetics – they’re also about how it makes them feel. Consumers are turning to gardening as a source of physical and mental well-being. They are turning to outdoor spaces to relieve stress, spend more time outside and to grow fresh and healthy food. According to Axiom’s Gardening Outlook, more than 20% of consumers say gardening brings personal satisfaction, while 19% cite a sense of calm and serenity. Nearly one-quarter prioritize plants that produce lots of blooms, fruits or vegetables – blending purpose with enjoyment.
Interest in gardening is widespread. According to the National Gardening Association, more than 80% of U.S. households engage in lawn care or gardening activities, making this one of the most universal consumer categories. That interest is only growing, with time spent gardening expected to increase by 13% in 2026, per Axiom’s 2026 Gardening Outlook.
Importantly, although crossing age groups, the growth is being fueled by younger consumers. While Gen X remains steady with 55% planning on spending the same amount of time gardening in 2026 as they did in 2025, it is their younger cohorts that are leaning in. Sixty-seven percent of Gen Y and 65% of Gen Z say they plan to spend more time gardening this year. For businesses, this signals a shift: reaching today’s lawn and garden consumer requires media that delivers both scale and flexibility – meeting people where they are, even as they multitask outdoors and grow their greens.
This is where the opportunity takes root. Lawn and garden is a high-intent, locally driven category – and that’s exactly where radio performs best.
Many of the businesses powering this category are local:
- Landscapers and lawn services
- Garden centers and nurseries
- Hardware and home improvement retailers
- Outdoor living specialists
These are businesses that rely on timely visibility, trust and frequency to drive traffic and sales – especially during peak seasonal windows.
Radio also delivers on all three.
- Reach at scale: Radio connects with the majority of adults weekly, including homeowners actively investing in their properties.
- Trusted environment: Local radio personalities and stations provide credibility that aligns with service-based businesses.
- Action driver: Whether it’s a weekend project, a seasonal promotion or a weather-triggered need, radio reaches consumers when they’re ready to act.
Data from The Media Audit reinforces this, showing radio captures significant time spent among adults who are planning on doing any landscaping projects – making it a natural fit for reaching consumers in decision mode.
And radio doesn’t just deliver reach – it amplifies results. When consumers hear a landscaping company, garden center or home improvement retailer on the radio, it often leads to increased search activity, website visits, store traffic and stronger engagement with digital and social media campaigns. In a category where inspiration often turns quickly into action, that amplification effect is critical.
Lawn and garden sit at the intersection of home improvement, retail, lifestyle and local services, and they’re driven by consistent, widespread consumer demand. For advertisers in these categories, it means opportunity. Because in many ways, today’s lawn and garden category behaves a lot like gardening itself. It requires the right conditions, consistent attention and a trusted environment to grow.
Radio helps create those conditions. It builds familiarity over time. It nurtures trust through voices listeners already know. And it keeps brands present during the moments when consumers are ready to act – whether they’re planning, planting or simply enjoying the space they’ve created.
In a category rooted in growth, radio isn’t just part of the plan – it helps businesses plant the seeds, cultivate relationships and ultimately drive results.