UNIVERSITY PARK, Pa. — Nearly two-thirds of customers at Pennsylvania farmers markets shop at these markets at least twice per month, and the average customer spends more than $31 during each trip, according to survey data compiled by Penn State Extension.
Extension educators earlier this year conducted an in-depth survey across various markets to gain insight into shopper behaviors, preferences and areas of interest. This knowledge can help market vendors enhance their operations and refine their offerings, according to Brian Moyer, education program associate with Penn State Extension’s business, entrepreneur and economic development team.
Farmers markets play a crucial role in Pennsylvania’s local food economy, offering fresh, locally grown products while fostering community ties. With more than 330 farmers markets in the state generating an estimated $500 million in sales over a six-month period, understanding consumer trends and habits is crucial in determining the impact of farmers markets on Pennsylvania’s economy, Moyer noted.
“My job is to tell the story of these markets and what they mean to Pennsylvania,” he said. “They have a real economic impact that is never really talked about.”
That impact is substantial. Pennsylvania ranks second nationally behind California in direct farm sales of food, according to the U.S. Department of Agriculture. These sales include farmers markets, on-farm stores, roadside stands, and direct sales to retailers, restaurants, institutions and distributors.
In the survey, consumers were asked about their demographic information, shopping habits and what items were purchased most. Survey results show that 38% of respondents shop weekly, up from 34% in 2024, a strong indicator of customer loyalty and market relevance. While this is slightly below the national average of 42% weekly attendance, it still reflects a committed base of regular shoppers.
“People aren’t doing once-a-week grocery runs as often; they’re shopping at multiple locations, multiple times a week,” Moyer said. “Younger people, especially, are shopping at a variety of their favorite stores, and the farmers markets increasingly have been a part of it.”
The survey showed that the average spend per visit in Pennsylvania was $31.24, slightly below the national average of $35. However, nearly one-third of respondents reported spending $41 or more, indicating a strong segment of high-value customers.
Fresh produce remains the cornerstone of farmers market shopping in Pennsylvania, with nearly 87% of respondents purchasing vegetables and fruit. Bread and baked goods also performed strongly, with about 73% of shoppers selecting these items, according to the survey.
“We can take this data back to the participating markets for them to use in their operations,” Moyer said. “We’re not just giving them what they think consumers are doing at the market, but what they’re actually buying and interested in at the market — the markets that participate are very enthusiastic about it.”
This year’s survey enabled researchers to compare data gathered from Pennsylvania markets with the national averages. Moyer explained that, based on the comparison with national data, several opportunities emerge for Pennsylvania markets to act on.
He advised markets to consider expanding prepared food offerings to potentially attract younger and time-conscious shoppers. Loyalty programs, seasonal events or digital reminders could help convert occasional shoppers into regulars, and VIP programs for top spenders could encourage continued support, he said.
The survey revealed that meat and dairy sales were underperforming. Sales in both categories at Pennsylvania farmers markets are nearly half of the national average and are ranked the lowest among products purchased at these markets. Moyer suggested that market operators could promote meat and dairy vendors with educational signage, recipe cards and samples to help boost sales in the underperforming categories.
Moyer said farmers markets in Pennsylvania are thriving, attracting steady weekly attendance and a dedicated customer base.
“While spending levels and product variety are somewhat below national averages, the data highlight opportunities for growth,” he said. “By tailoring offerings to meet shopper preferences and national trends, these markets can continue to serve as lively hubs of local food and community connection.”
The full results of the survey can be found on the Penn State Extension website.