Planterday

History

Matt Day founded Planterday in April 2020, shortly before the COVID-19 shelter-in-place order. His original plan was to turn a 6-by-10-foot trailer into a mobile plant shop, but the pandemic forced him to change his approach.

Matt, Yumi, and their team began selling plants online through Instagram and Google Forms, offering deliveries throughout the Bay Area. For the first six months, Planterday operated entirely online before beginning pop-ups around the East Bay.

In 2021, the team opened a permanent storefront in Rockridge.

Today, Matt also works another full-time job and handles much of Planterday's behind-the-scenes work, including taxes and finances. Yumi works in the shop and sources plants, pots, and Studio Ghibli products.

The team also travels to Japan once a year to maintain relationships with plant suppliers and find plants that are less commonly available in the United States.

COLLEGE AVENUE BEFORE PLANTERDAY

About the Interviewee

Matt Day's experiences with grief and mental health helped inspire Planterday. His father, Frank Day, died by suicide, and about two decades later, his mother, Lisa Day, died of cancer.

During his mother's illness, Matt often spent nights with her at the hospital. He also spent time pulling weeds from their yard before entering the house. Working with plants became a form of therapy and healing for him, helping him focus on patterns of life and growth that "mimic our human lives."

His mother believed that "help starts from home," meaning people need to care for themselves before caring for others. This idea helped shape Planterday's purpose.

At their first pop-up, Planterday donated all profits to Crisis Support Services of Alameda County. The business continues to donate monthly and work with the organization.

Economy and Changes Over Time

Planterday has faced rising costs and changes in the retail industry. As a business with a community-focused mission, the team works to balance supporting others with keeping the business financially stable.

Although starting during the pandemic was challenging, online orders and small steps helped the business grow. Planterday built relationships with customers one at a time, and those connections remain a "huge part" of the business today.

Community

Matt and Yumi say they have been "incredibly fortunate" to have such a supportive community.

They especially appreciate customers who bring friends to the shop, attend events and workshops, and continue supporting their work.

Planterday has also worked with nonprofit organizations and other small businesses, helping it build connections throughout the community.