According to research by the Home Improvement Research Institute, consumer spending in the Lawn & Garden market decreased in 2023, trending down since 2022. However, they predicted to see a rise in spending in 2024 and beyond. With that in mind. some of the key data insights from our free US Lawn & Garden market rankings infographic (download now!).  

SOURCE: All data insights in this article cover the rolling four quarter period ending March 2024 within the TraQline Durable IQ^TM US Lawn & Garden product category. Contact us to get the latest data. The US Lawn & Garden product category is an aggregate consisting of a wide array of various lawn and garden supplies such as lawn equipment (mowers, blowers, trimmers), garden tools, plant supplies, etc. 

Who are the top retailers in the Lawn & Garden market?

The top retailers in the Lawn & Garden market are Home Depot and Lowe’s. While winning the market in both dollar and unit share, let us look at how the share precent breaks down for these top retailers and more. 

Lawn & Garden Retailers: Unit Share Winners   

By unit share, Home Depot continues to lead all other outlets in Lawn & Garden sales at 24%, despite a small loss of 0.2 points from the same time last year. In second place at 20% share is Lowe’s, also down 0.6 points from last year.  

Third and fourth place were won by Walmart (14% share) and Amazon (10% share) — both up slightly year-over-year, gaining 0.3 points and 0.1 points respectively. 

Lawn & Garden Retailers: Dollar Share Winners

In outlet dollar share, Home Depot leads all other outlets with 23% share, with Lowe’s following closely behind at 22%.  

In terms of major retailers, Walmart holds third place in dollar share as well with 7% — which has slowly increased over the past four years, increasing 0.1 point or 0.2 points every year. In fourth place, Amazon dollar share is 6%, which is down 0.1 point from the prior year. 

Lawn & Garden Retailers: Draw-Close Rates   

Retailer draw rate looks at the percent of all consumers who shopped at a particular retailer, regardless of where they made their final purchase.  

Here are the draw rates for the top Lawn & Garden retailers: 

• Home Depot – 36% 
• Lowe’s – 33% 
• Walmart – 21%  
• Amazon – 14% 

Year-over-year, Home Depot and Walmart experienced mostly flat draw rates, while Lowe’s saw a decline of about one point. 

Of the consumers they brought into the store, how many did these retailers close? While Home Depot saw a close rate of 66%, Amazon had the highest close rate of the top four Lawn & Garden retailers, with 74% of all consumers shopping Amazon buying from there as well.  

Lawn & Garden Retailers: Other Stores Shopped

When purchasing a new Lawn & Garden product, 64% of purchasers shopped at only one retailer before making their purchase. Jump to Retailer Purchase Drivers to see why a specific retailer was selected.  

What are the top brands in the Lawn & Garden market?

Due to the TraQline Lawn & Garden category being a large aggregate of various outdoor products, the brand winners for this overarching category are strongly led by the Outdoor Power Equipment sub-category. However, with that in mind, let’s look at the leading brands! 

Lawn & Garden Brands: Unit Share Winners   

In units sold, the most popular brand across the Lawn & Garden aggregate is Ryobi, with 4.3% market share. Craftsman is the next highest brand with 3.6% share. Both brands are down slightly (0.1 point) from this time last year. 

Lawn & Garden Brands: Dollar Share Winners   

In brand dollar share, John Deere claims the brand leader spot with 11% share, with Craftsman coming in second at 5% share. Craftsman stayed mostly flat year-over-year — with a modest gain of 0.1 point. Ryobi is the next highest in dollar share at 4%, down 0.3 points from last year. 

More Than Market Share: Other Notable Lawn & Garden Market Insights 

Average Price Paid: How much do consumers spend in the US Lawn & Garden Market? 

For 4Q ending March 2024, the total industry average price paid for the US Lawn & Garden aggregate is $187, which is similar to the $180 average price the year before. 

While Lowe’s has the second highest outlet unit share (behind Home Depot), Lowe’s $206 average price paid is significantly higher than all other major outlets. Lowe’s is the only major outlet with an average price spent for Lawn & Garden products that is higher than the industry average.  

Ace Hardware has the next highest average price spent of $182, followed by Home Depot’s average price of $174. 

Online Vs. Brick & Mortar Sales Trends 

As of March 2024, in-store sales remain the most common sales channel for Lawn & Garden purchases, with 72% of purchases made in a retail store. This aligns with the historical trend data for Lawn & Garden purchase channel. 

Let’s look a bit deeper at online vs. in-store sales within the Lawn & Garden industry: 

• While in-store purchases remain the most popular channel type, the percentage of in-store Lawn & Garden purchases is down 1.1 points year-over-year, and online purchases are up 0.6 points.
• Among consumers purchasing online, 17% have the product shipped to store for pick up. 
• Overall, 44% of all purchasers shopped online, regardless of purchase channel, which is up 1.7 points from this time last year.  
• Among consumers who bought from brick and mortar stores, 26% shopped online prior to purchase, which is up 1.4 points from last year. 

Demographics: Who buys the most US Lawn & Garden product? 

Just who buys Lawn & Garden? Looking at TraQline’s census-balanced respondent pool, as of March 2024, the typical Lawn & Garden consumers share the following demographics:  

• 80% are homeowners; 18% of purchasers are renters 
• 62% are married 
• 49% of purchases are made with male only involvement in the shopping process, 33% of purchases are made with female only, 19% have both involved  
• 64% of purchasers are in the generations Baby Boomers (36%) or Gen X (28%) 

Want to know more about how these demographics breakdown by sub-category or product? Download the full infographic and we’ll be in touch or contact us to ask!  

Purchase Drivers: Why are consumers making Lawn & Garden purchases? 

As seen in previous years, the top four mentioned reasons for purchasing new Lawn & Garden products include:  

1. “Old one was broken/required service” (37%)
2. “First time purchase” (15%) 
3. “Moved to a new home” (8%) 
4. “Other reason” (8%). 

The most mentioned reasons for purchasing at a specific retailer are: 

• “Competitive price” (52%) 
• “Good selection of products” (30%) 
• “Convenient location” (27%) 
• “Previous experience with store” (23%) 
• “Already in store buying other items” (21%)