5 Marketing Mistakes Nurseries Make Come Winter

In the Southwest and other year-round warm markets, winter isn’t an off-season — it’s an opportunity season.
Yet many nurseries go quiet, pause ads, and let dominant players take the spotlight.

Below are five common winter mistakes — and how to fix them to protect market share, grow lifetime value, and make spring growth easier.

1️⃣ Going Silent When Foot Traffic Slows

Visibility compounds like interest.
If you stop posting and running light awareness in winter, you’ll start spring from zero while competitors keep their brand top of mind.

Fix: Maintain an always-on presence with:

• Seasonal care tips and planting guides

• Gift cards or holiday specials

• Winter delivery or planting services

• Low-budget local reach ads

2️⃣ Cutting Paid Search Because Demand Dips

When search demand cools, ad costs drop. Winter CPCs can fall 25–40% — that’s discounted market share.

Fix: Shift intent, don’t shut off.
Target keywords like:
“Best trees for privacy,” “winter fertilizer,” “evergreen shrubs AZ,” “landscape design consult.”
Capture research traffic now — and convert in March.

3️⃣ Ignoring Customer Lifetime Value (LTV)

One purchase should lead to many. Winter is the best time to reactivate past buyers.

Fix:

• Email or text loyalty offers (“Spend $50, get $10”)

• Promote fertilizer, soil, pruning, and delivery bundles

• Push care reminders and subscription services

A 10% LTV lift can offset the entire seasonal dip.

4️⃣ Waiting for Warm Weather to Start Marketing

If you wait until spring to advertise, you miss the first demand wave.

Fix:
Run “Spring Pre-Order” campaigns, promote evergreen or cold-hardy inventory, and offer free 10-minute design consults to collect early leads.

5️⃣ Measuring Winter Only by Same-Day Sales

Winter is about momentum — not just same-day transactions.

Fix:
Track leading indicators:

• Branded search volume

• Store direction clicks

• Repeat visitors

• Email sign-ups

• Pre-order deposits

The Bottom Line

In warm markets, winter is when dominance is decided.
Stay visible, grow LTV, and keep revenue flowing so spring starts at a sprint — not a standstill.

👉 Want a blueprint for off-season growth?
NEXGEN’s Nursery & Garden Center Marketing System shows how we help operators grow year-round with smarter campaigns and predictable demand.

Book Your Free 15-Minute Growth Call →