Capturing sales momentum with Lavender Week celebrations

Consumer demand for lavender continues to grow, and Monrovia is offering a way to maximize the popularity of this perennial by celebrating Lavender Week May 11-17.

“We created Lavender Week as a way to help our customers keep building gardening momentum past Mother’s Day,” says Katie Tamony, CMO and trend spotter at Monrovia. “We chose lavender because our consumer research shows this plant continues to be a home gardener favorite. There is also a direct connection between lavender and many garden trends. It’s a pollinator magnet, the go-to plant for relaxing fragrance, and a wonderful addition to wellness gardens. It’s a way for moms to treat themselves to something special after Mother’s Day.”

Monrovia’s Lavender Week promotion features eye-catching POP posters, with an easy-to-scan digital plant selection and care guide. The company also works to drive consumer demand through a national social media and advertising campaign.

Garden Center customers who participate will also be listed with a special badge in the searchable Find a Garden Center store locator on Monrovia.com. This database is searched by millions of visitors each month.

“Our retail partners tell us this program is an easy win,” says Helen Lawson, retail marketing coach at Monrovia. “The signage helps displays come together quickly, and the Lavender Week theme can amplify events or programs already taking place at their retail locations. Overall, this promotion provides an additional reason for gardeners to shop and to purchase.”