Horticultural practices and quality of bush tea (Athrixia phylicoides DC.) are critical for herbal tea industrialization. The objective of the current study was to determine the effect of selected shade nets and seasonal variation on plant growth and development, and hydroxycinnamic acid content of field-grown bush tea. The trial was laid out in a randomized complete block design consisting of three shade nets (black, green, and white) and control or full sunlight with three different light intensities (40%, 50%, and 80%) replicated three times. Proportion of intercepted radiation by the canopy, chlorophyll content, plant height, and fresh and dry mass were measured, and hydroxycinnamic acid accumulation was determined. In addition, hydroxycinnamic acid composition was determined using liquid chromatography linked to mass spectrometry (LC-MS). The application of shade nets resulted in plant growth and yield reduction as compared with the plants exposed to full sunlight during summer followed by white shade net. The accumulation of hydroxycinnamic acid was higher in 80% white shade net plots compared with unshaded plants (control) and the other shade nets. Therefore, lack of shading provides a conducive environment to enhance plant growth and development of bush tea. The white shade net (80%) was an effective microclimate tool to enhance accumulation of caffeoylquinic acid (m/z 353), p-coumaric acids (m/z 337), dicaffeoylquinic acid (m/z 515), and tricaffeoylquinic acids of bush tea. This study is the first to demonstrate light as a determining factor for production of chlorogenates in bush tea plants. Future studies will be conducted to determine the effect of light on extracts of the bush tea using different solvents.