Analysis of demand for pansies and mums sold in independent garden centers indicates that price and age are important factors influencing demand. In the fall of 1996, data were collected from a survey of independent garden centers in North Carolina. Statistical analysis was conducted by estimating the relationship between consumer expenditure shares of pansies and mums and prices paid per plants, household income, and various demographic and product characteristic variables. The models were estimated by the least-squares method with correction for selectivity bias, resulting from zero purchases. Own-price elasticities of demand for pansies and mums of -0.80 and -0.76, respectively, were estimated. The results also indicate that older customers who live in attached housing (for pansies) and who are renters (for mums) are important determinants of demand.