Target Debuts New Fresh Flower Brand Good Little Garden

After five years of offering fresh flowers exclusively during the holidays, Target has launched its first dedicated floral brand, Good Little Garden. With this debut, shoppers can now enjoy fresh blooms and everyday essentials year-round at their local Bullseye store.

Good Little Garden offers a year-round selection of fresh flowers and plants, furthering the retailer’s mission to become a one-stop destination for everyday essentials. Per a press release, all stores will have a variety of blooms, beginning at a price point of just $6.

The floral brand will encompass more than 60 types of cut flowers, including roses, tulips, carnations, and mixed flowers. Also included are potted plants, special occasion blooms for Mother’s Day, and seasonal items to celebrate Father’s Day, graduations, anniversaries, and holidays.

Lisa Roath, executive vice president and chief merchandising officer of food, essentials, and beauty, shared her pride in the retailer’s newest brand: “Fresh flowers and plants play a big role in helping consumers observe important seasonal moments and create moments of joy every day, which is why I’m so proud of Target’s newest owned brand: Good Little Garden. When you combine the amazing assortment our team has curated, and everything we’ve done to ensure we’re delivering quality and freshness to stores nationwide, Good Little Garden is making it easier than ever to celebrate any occasion.”

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Select stores will host in-store events that include giveaways and a “build your own bouquet” experience beginning on April 27. These hands-on celebrations will usher in Good Little Garden’s launch.

Fresh Flower Sales Have Bloomed at Target Since 2020

Target first debuted in-store seasonal florals in 2020, according to Better Homes & Gardens. Initially introduced under the Spritz brand, these seasonal floral offerings were timed around key occasions such as Valentine’s Day and Mother’s Day. This addition to the store’s in-stock items was driven by growing consumer demand for affordable, high-quality floral options and Target’s aim to further its position as a one-stop shop for everyday essentials.

The success of these seasonal offerings led to increased flower sales, prompting the Bullseye store to expand its floral selection. By 2024, the retailer offered a variety of fresh-cut flowers and potted plants, including roses, tulips, and orchids. However, the store still didn’t have its own brand.

According to the retailer, since introducing flowers into customers’ everyday Target run, floral sales have tripled, with “consumers sharing a desire for more flower and plant options from Target year-round.”

Target’s Good Little Garden items can be purchased in the same manner as any of the retailer’s thousands of in-store items. Customers can choose to purchase in-store and via Target’s same-day services like Drive Up and Order Pickup. Additionally, Target Circle 360 members can have their floral purchases delivered to their doorstep through same-day delivery on orders over $35.

The addition of Good Little Garden to Target’s shelves will allow the store to become a one-stop destination for all items, from clothing to shoes, food to snacks, household essentials to beauty products, and now, flowers.

Target’s ability to integrate affordability with style is another reason why the store remains so popular with shoppers. Through its store-owned brands like Good & Gather, Threshold, and Cat & Jack, the retailer offers trendy, high-quality products at competitive prices.

Per Retail Dive, Rick Gomez, chief commercial officer at Target, shared his thoughts regarding retaining customer loyalty at the National Retail Federation’s January 2025 conference. Gomez said, “Customers are still looking for that everyday joy, the thing that’s going to put a smile on their face. I would argue that the decision on what we sell is probably the most important decision we make.”