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Inside PA Farmers Markets: Spending, Shopping, and Trends

Penn State Extension conducted a comprehensive survey across multiple markets in 2025. Explore the findings and compare them to national trends to identify opportunities for growth and engagement.

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Updated:

October 21, 2025

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Vegetables for sale at a farmers market

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Farmers markets continue to play a vital role in Pennsylvania’s local food economy, offering fresh, locally grown products while fostering community connections. To better understand shopper behavior and preferences, Penn State Extension conducted a comprehensive survey across multiple markets in 2025. This article explores the findings and compares them to national trends to identify opportunities for growth and engagement.

Who Shops at Pennsylvania Farmers Markets?

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.

Table 1. How often do you shop at the market?
Frequency	PA (%)	US (%)
Weekly	38.05	41.78

How Much Are Shoppers Spending?

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.

Table 2. How much do you spend per visit: PA?
Spending Range	PA (%)
$41+	32.7
$21–$30	26.3
$11–$20	14.6
$0–$10	4.9

What Are Shoppers Buying?

Fresh produce remains the cornerstone of farmers market shopping in Pennsylvania, with 86.8% of respondents purchasing vegetables and fruit. Bread and baked goods also performed strongly, with 72.7% of shoppers selecting these items.

Table 3. What are shoppers buying?
Product Category	PA (%)	US (%)
Vegetables & Fruit	86.8	79
Bread & Baked Goods	72.7	—
Prepared Foods	38.1	55
Meat & Poultry	27.8	50
Dairy (cheese, yogurt, etc.)	25.4	50
Beverages (coffee, kombucha, etc.)	24.9	—

Opportunities for Growth

Based on the comparison with national data, several opportunities emerge for Pennsylvania markets:

Expand Prepared Food Offerings: With national interest at 55%, increasing ready-to-eat options could attract younger and time-conscious shoppers.
Promote Meat and Dairy Vendors: Educational signage, sampling, and recipe cards could help boost sales in these underperforming categories.
Engage Infrequent Shoppers: Loyalty programs, seasonal events, and digital reminders could help convert occasional visitors into regulars.
Highlight High-Spend Shoppers: Consider VIP programs or early access hours for top spenders to enhance their experience and encourage continued support.

Pennsylvania farmers markets are thriving, with strong weekly attendance and a loyal customer base. While spending and product diversity trail slightly behind national averages, the data reveal clear paths for growth. By aligning offerings with shopper preferences and national trends, markets can continue to serve as vibrant hubs of local food and community connection.

Table 4. How much do you typically spend and what do you usually purchase? (you can select multiple answers)
Product Category	Total	$0 - $10	$11 - $20	$21 - $30	$31 - $40	$41 +
Vegetables & Fruit	86.80%	60.00%	66.70%	87.00%	95.50%	94.00%
Meat & Poultry	27.80%	20.00%	6.70%	27.80%	20.50%	43.30%
Bread & Baked goods	72.70%	70.00%	56.70%	72.20%	81.80%	74.60%
Prepared foods	38.00%	40.00%	56.70%	25.90%	27.30%	46.30%
Beverage (Alcohol, Kombucha, coffee, etc.)	24.90%	20.00%	23.30%	25.90%	25.00%	25.40%
Dairy (cheese, yogurt, etc.)	25.40%	30.00%	6.70%	20.40%	25.00%	37.30%

Table 5. What is your age and what do you usually purchase?
Product Category	Total	20 - 30	31 - 40	41 - 50	51+
Vegetables & Fruit	86.80%	65.10%	88.60%	87.80%	96.50%
Meat & Poultry	27.80%	37.20%	31.40%	29.30%	20.90%
Bread & Baked goods	72.70%	62.80%	77.10%	65.90%	79.10%
Prepared foods	38.00%	30.20%	54.30%	34.10%	37.20%
Beverage (Alcohol, Kombucha, coffee, etc.)	24.90%	39.50%	25.70%	24.40%	17.40%
Dairy (cheese, yogurt, etc.)	25.40%	18.60%	28.60%	29.30%	25.60%

Table 6. How much do you typically spend and how often do you shop at the market?
Frequency	Total	$0 - $10	$11 - $20	$21 - $30	$31 - $40	$41 +
every week	38.00%	0.00%	20.00%	29.60%	50.00%	50.70%
2 - 3 times per month	24.90%	10.00%	20.00%	29.60%	20.50%	28.40%
monthly or sometimes	24.40%	10.00%	56.70%	27.80%	22.70%	10.40%
first time at the market	12.70%	80.00%	3.30%	13.00%	6.80%	10.40%

Table 7. What is your age and how often do you shop at the market?
Frequency	Total	20 - 30	31 - 40	41 - 50	51+
every week	38.00%	27.90%	28.60%	51.20%	40.70%
2 - 3 times per month	24.90%	23.30%	34.30%	19.50%	24.40%
monthly or sometimes	24.40%	20.90%	37.10%	22.00%	22.10%
first time at the market	12.70%	27.90%	0.00%	7.30%	12.80%