Collect seeds from mature plants. Seeds are often produced in the shrub's first year, after flowering late in the year, and remain viable in the soil for three to five years. The smalled, winged seeds number as many as 40,000 in each flower spike.
Place seeds in well-drained soil in full sun at or just below the soil surface. Seeds require light exposure to grow and will not germinate in the dark, although germination rate is usually high. In a study published in the journal HortTechnology, scientists found that the butterfly bush cultivars Banho Blue and Moonlight had the highest germination rates, at 63 to 74 percent.
Provide moderate water to retain soil moisture, but do not over water as the plant is drought tolerant. The butterfly bush is a hardy plant and will thrive in low-nutrient soil and can even grow in pavement cracks. Fertilizer is not required for vigorous growth.