In an era where personalization reigns supreme, it’s no surprise that the people tending their gardens and revamping their homes are doing more than planting flowers or picking paint swatches—they’re curating lifestyles. Skydeo’s latest Audience Insight Report digs into this vibrant segment, revealing a surprisingly multifaceted group with rich affinities and strong purchasing behaviors that extend well beyond the backyard.
A Stylish, Active, Family-Focused Crowd
This audience isn’t just cultivating spaces—they’re cultivating themselves. They over-index in both men’s and women’s fashion, shopping at retailers like Zara, Nordstrom, and ASOS. Whether they’re potting succulents or picking out cabinetry, these individuals bring the same aesthetic sensibility to their wardrobes.
Fitness also plays a major role in their lives. Brands like Peloton, Nike, and Equinox are top choices for this group, many of whom are heavy spenders in health and wellness categories. The parallels are striking: dedication to a fitness regimen often mirrors their approach to home improvement—persistent, transformational, and deeply personal.
Family is another cornerstone. From back-to-school shopping to children’s toys and apparel, this group prioritizes spaces and purchases that support family life. Retailers like Target, Amazon, and Old Navy dominate their carts, suggesting a blend of practicality and intentionality in how they spend.
Who They Are
Skydeo’s insights show that this audience:
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Over-indexes in northeastern states
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Skews female and predominantly married
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Shows an almost even political split
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Has a strong presence in higher income brackets
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Leans older, with affinity peaking among the 70+ demographic
But what truly sets them apart is their curiosity and cultural engagement. Top affinities include audiobooks, science and space, movie collecting, music, and even aviation. This isn’t just a Home & Garden segment—it’s a well-read, well-traveled, and well-rounded group.
Why It Matters for Marketers
If you’re targeting homeowners, renovators, or garden lovers, remember: you’re not just marketing mulch or paint swatches. You’re speaking to people with diverse passions—from fitness and fashion to science and storytelling. Successful campaigns will meet them at the intersection of lifestyle and aspiration.
At Skydeo, we help brands dig deeper—connecting with segments that are rich in data, but even richer in nuance.