by Andrew Pelkey
September 2025

Even with ongoing economic uncertainty, homeowners continue to invest in their landscapes. Recent studies show that garden-center sales remain strong, and younger homeowners, especially Gen Z and Millennials, are increasing the time and money they devote to outdoor spaces. The motivation is clear: people want their backyards to serve as sanctuaries, places to recharge and reconnect.

This presents real opportunity for our industry. Beyond core maintenance services, clients are seeking enhancements such as privacy features, fire elements, lighting, and full outdoor retreat projects. Surveys indicate that the average homeowner is prepared to spend more than $13,000 on these kinds of improvements. These are not simply nice additions; they are meaningful investments in lifestyle and property value.

For landscape companies, success will come from how we present these services. Tiered offerings such as “Refresh, Retreat, and Sanctuary” help clients see options at different levels of investment. Simple digital previews or before-and-after visuals bring projects to life and build confidence. And leaning into social media allows us to connect directly with younger homeowners who are driving much of this demand.

The takeaway is clear. Clients are looking to spend smarter, not smaller. By aligning our services with their desire for outdoor sanctuaries, we can deliver beauty, value, and transformation while strengthening the long-term success of our businesses

Andrew Pelkey
President, New Hampshire Landscape Association
President@NHLAonline.org