Turn Numbers Into Next Steps
Equip your business with essential metrics on aggregated industry data—from cost of goods sold, selling, and profit margins to labor and inventory
The AmericanHort Financial Benchmark Survey and Report
Benefits of Participation
AmericanHort members have an opportunity to gather important data to guide strategic business decisions by completing the annual Financial Benchmark Survey.
By completing the survey, members will receive:
- Key Insights. Metrics related to COGS, SG&A, profit margins, inventory, labor, transportation, and other pertinent information help guide decision-making, forecasting, cost-saving opportunities, improving profitability, and driving growth.
- Full Industry Report. This free report provides actionable, comprehensive aggregate industry benchmark data to help identify strengths, best practices, and areas for improvement.
- Company Comparison Report. Free for Premium members who complete this survey, the report details your company’s performance against industry norms. Interested Basic and Plus members that completed the survey may purchase this report.
AmericanHort and Industry Insights, a strategic third-party expert, conduct this annual survey of greenhouse and nursery growers, garden retailers, landscapers, and other green industry professionals.
All data is confidentially collected and maintained by Industry Insights. Individual company data is never shared, and all benchmark data is only reported in aggregate.
"If you’re serious about running your business by the numbers, the AmericanHort Financial Benchmark Survey is a no-brainer. It only takes about 15–20 minutes, and the report gives you real insight into where your company is performing well — and where the weaknesses are. It’s been a helpful tool for the strategic planning events we work on as a team, and it has been helpful for us to set priorities for the future."
- Kent Fullmer, Fullmer's Landscaping, Inc
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Provide your information so you know about upcoming financial benchmarking opportunities.
Membership Provides Exclusive Access
Participation is for members only and is free with your AmericanHort membership. Not a member?
Participation Made Easy
Your time matters. To simplify the process, we have guidance to let you know what to expect and explain what to prepare ahead for the survey. There is also a downloadable guide [link] for your convenience.
How to Participate
The survey is open to members from June 9-July 25, 2025. To complete the survey, follow these steps:
- Set up a profile account in the Industry Insights portal if you do not have one already.
- If you already have a profile from a previous survey participation, use your same email and password to login.
- Click on “Begin Survey” and you will then be prompted to answer the survey questions.
- Save your data by using the “Save” button as you navigate through the survey questions. You may save and return to the survey to complete it any time prior to the closing date.
- Please allow approximately 25 minutes or less to complete the survey.
If you need assistance with the online survey, please contact Jake Hackathorne of Industry Insights at [email protected].
Preparing for the Survey
You can simplify the survey completion process by gathering relevant data in advance. These financial metrics can be provided by uploading your balance sheet and income statement as reported from your financial accounting software (e.g. QuickBooks, Sage). Industry Insights will confidentially and securely enter the information into your survey based on the data provided.
Here is a list of information to gather:
- Number of years in business
- Revenue and Net profit before taxes in dollars from 2018-2024, and 2025 Forecast
- Percent of sales made via e-commerce
- Percentage of sales generated via greenhouse, nursery, garden retail, or landscaping services
- Percentage of total sales occurring each quarter
- Number of full-time employees, part-time employees (year-round and seasonal)
- Number of company executives/officer, production staff in management, production staff (non-management), sales, office, and other
- Square footage of greenhouse space, acres of nursery space, garden center space, etc.
- Number of locations
Sales by product type and space - Sales by service type
- Sales by channel (I.E. wholesale, IGC, Mass Merchandisers, Landscape Distribution, Individual Customers, etc.)
- Number of customers
Sales by customer type (I.E.: Homeowners/Residential, Landscapers, Municipalities) - Annual expenditure on energy (I.E. electricity, heating, etc.)
- Energy efficiency measures implemented in the past 3 years
- Annual expenditure on water
- Water conservation measures implemented in the past 3 years
- Inventory status as of May 2025 compared to last year
- Number of landscaping projects completed in 2024
- Average landscape project size ($) in 2024
The top three business challenges your company faces - Balance Sheet and Income Statements
AmericanHort has created a downloadable document with this information for your reference.
Participation in the annual survey is open to AmericanHort members
Participation in the annual survey is open to AmericanHort members
Salary & Benefits Benchmarking
AmericanHort provides other opportunities to obtain industry data to guide your compensation and benefits decisions.
The AmericanHort Financial Benchmark Industry Report
Available in the late fall to those who complete the survey, this report provides specific data as outlined in the following examples.
Metric Charts
Overall Performance Measures
Surveys are conducted by:
Industry Insights is a leading independent research firm, specializing in operating surveys. All data is collected confidentially and reported in the aggregate.
View Sample Report
Comprehensive data in the full Financial Benchmark Report can guide your strategy.