Answer: Heathers flower 3-4 times a year. When the flowers die, new foliage grows. In 3-4 months, your plant will flower again. Heathers like well draining soils and you should allow the top inch of soil to dry out before watering thoroughly. I don't think your plant is behaving badly - I think it's following its normal growth cycle. You can trim off the old spent flowers (and keep your heather full and bushy) or you can allow the flowers to fall off on their own. Enjoy your heather!
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