Millennials are obsessed with raising plants, and Costco is poised to capitalize

• Costco is selling succulent gardens for $20 as the houseplant craze takes over in the United States. 
• Millennials are thought to account for one-third of houseplant sales in the US.
• Experts say this is because many are waiting longer to buy homes and are living in smaller, urban spaces for longer, which drives an interest in raising plants.

Costco is selling cheap succulents, and millennials are likely to come running. 

This week, a Reddit thread was picked up by House Beautiful after a Costco shopper shared an image showing a $20 succulent garden they had bought at the warehouse store.

While this isn't the first time Costco has sold succulents, commenters on the thread were quick to jump in and show their excitement.

A spokesperson did not immediately respond to Business Insider's request for comment.

Spotted these bad boys in Costco. #costcoplants

A post shared by @ plantgangchi on Aug 20, 2018 at 9:05pm PDTAug 20, 2018 at 9:05pm PDT

Instagram is full of people bragging about their Costco plant purchases. 

Here’s a fun fact about me. I’m kind of obsessed with succulents. . And yes, they are pretty much the only plant I can keep alive (like 90% of the time. 😬) . But how stinkin’ cute are these?! . Do you have any favorite indoor plants? 🌿🌵🍃 . . . #greenthumb #succulents #obsessed #plants #indoorplants #succulentsaremyfavorite #costco #costcodoesitagain #costcofinds

A post shared by Jenny B (@jenny.b.fit) on Jan 20, 2019 at 12:24pm PSTJan 20, 2019 at 12:24pm PST

I’ve been a bad Plantstagrammer 🙍🏻‍♀️ But it was time to share my new money tree with you all. I’ve had good luck finding plants at Costco in the past, and when I spied this lil’ guy last week I didn’t have to think twice. 💵🌿

A post shared by Tyler & Courtney (@allplantkind) on Feb 6, 2019 at 9:21pm PSTFeb 6, 2019 at 9:21pm PST

Check out these roots! I had been meaning to repot this baby for quite some time and just hadn’t had the chance. She’s grown fairly fast since I got her from @costco so I can’t wait to see how big she’ll get. ❤️ #idrinkandigrowthings #houseplant #plant #plantsofinstagram #plants #plantas #greenthumb #greenliving #indoorgarden #house_plant_community #stressreliever #peoplewithplants #costcofinds #costcoplants #plantsmakepeoplehappy

A post shared by J A S M I N E (@jasmine.rdgz) on Jul 11, 2018 at 11:33am PDTJul 11, 2018 at 11:33am PDT

코스트코에서 산 몬스테라! 여름에 데리고 왔는데 키가 엄청 자라고 있는중~ 집이 따뜻한지 더운 여름보단 지금이 더 잘자라고 있는중 대구는 너무 더워서 식물들도 힘들거야 ㅜ 새잎이 나고 있어요~ 뿌리가 기는데로 수경재배에 도전! #몬스테라 #plant #planterior #plants #green #greenhouse #monstera #leaf #greenlove #balconygarden #barcony #costco #costcoplants #aquiculture #hydroponics #수경재배

A post shared by Nadia 보경 (@my_little_gardennnn) on Dec 27, 2018 at 9:56pm PSTDec 27, 2018 at 9:56pm PST

Millennials have brought about a new trend for buying houseplants, and this generation is now thought to account for one-third of those sales in the US, according to Ian Baldwin, a business adviser for the gardening industry who spoke with The New York Times.

Read more: Millennials are obsessed with raising plants, and one New York-based startup is poised to capitalize

The biggest driver of the trend seems to be space or, perhaps, the lack thereof, as many millennials are waiting longer to buy homes and are living in smaller, urban spaces for longer. For many, that creates a need for some green to bring the outside in.

Some have said that the act of looking after plants may also be filling a void for millennials who are not only buying houses later, but also delaying getting married and having children.

"Plants make us feel like grown-ups. When the traditional signs of adulthood — marriage, homeownership, children — are delayed or otherwise out of reach, it's comforting to come home to something that depends on you," Jazmine Hughes wrote in The New York Times in June 2017.

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