Market researcher Mintel's British Lifestyles 2011 flagship report has found that 53 per cent of consumers look for the cheapest price when picking a retail outlet for garden products.
The report said: "Even the more upscale garden centres often run price-based promotions such as three-for-two or discounts of bedding trays to entice shoppers."
It predicted sales of home and garden products will rise 9.6 per cent on current prices from 2011-16. This represents a decline of 3.2 per cent in constant price terms.
The home and garden market will be worth £39bn in 2011, Mintel estimated, and £42.95bn in 2016, which is £38bn at 2011 prices.
Senior consumer and lifestyles analyst Alexandra Richmond said: "There is no doubt about it, the cost of living is rising and we are changing the way we shop as a result. Forced to evaluate our spending, we are increasingly becoming savvy shoppers, with half of us no longer wanting to pay full price for anything.
"Brand loyalty is one of the biggest victims of the current economic climate, with more than half of people switching from their preferred brand if they see a better deal.
"As uncertainty in the job and property markets prevails, shopping around for the best price is likely to colour the way in which we purchase products and services."
Garden UK spending
Garden products were worth £5.48bn a year in 2010. This figure was £5.24bn in 2000 and peaked at £5.89bn in 2003.
The typical household spends £1,442 a year on home and garden products. Total spending in the sector rose 3.3 per cent in 2010 and is expected to rise 1.2 per cent in 2011.