Farmers market statistics that show how the channel really works
Farmers markets are often described as local, seasonal, and community driven, but the numbers show a more layered system with year-round infrastructure, nutrition access, governance rules, and measurable sales volume. The data below shows how large the channel became, how it operates, and how it connects producers to consumers and institutions.
At a glance
- USDA NASS counted 8,140 farmers markets in 2019 (National Farmers Market Managers 2019 Summary).
- USDA ERS shows the count rising from 1,755 in 1994 to 8,771 in 2019 (USDA ERS chart on farmers markets).
- USDA said it connected consumers to producers at over 8,600 farmers markets nationwide in 2024 through the National Farmers Market Directory (USDA Farmers Market page).
- Average market day sales were $14,547 per farmers market (National Farmers Market Managers 2019 Summary).
- On an average market day, 916 households shopped across U.S. farmers markets (National Farmers Market Managers 2019 Summary).
- Direct-to-consumer sales at farmers markets totaled $514 million in 2020 (USDA Local Food Marketing Practices Survey).
Table of contents
- How the market count changed
- When markets operate
- What customers can buy
- Nutrition programs and incentives
- Market programs beyond selling
- How markets are organized
- Vendors, volunteers, and budgets
- Direct sales and the wider local food economy
- What the numbers suggest about farmers markets
How the market count changed
The simplest way to understand the farmers market story is to look at the growth curve. USDA ERS shows the count moving from 1,755 in 1994 to 8,771 in 2019 (USDA ERS chart on farmers markets). That is a long expansion, not a short-lived spike.
A few things stand out in that run-up. First, the average growth rate was nearly 7% a year from 1994 to 2019 (USDA ERS chart on farmers markets). Second, the growth did not stay perfectly steady. Growth fell below 1% per year between 2016 and 2017 (USDA ERS chart on farmers markets), which suggests the market was already maturing after years of expansion.
The 2019 count from USDA NASS was 8,140 farmers markets in the National Farmers Market Managers 2019 Summary (National Farmers Market Managers 2019 Summary). That number is lower than the 8,771 figure in the USDA ERS chart because the two sources are not the same count at the same moment, so the useful takeaway is not a single static total but the broad scale of the channel and its continued national presence.
In 2024, USDA said the National Farmers Market Directory connected consumers to producers at over 8,600 farmers markets nationwide (USDA Farmers Market page). That keeps the scale in the same range and shows that farmers markets remained a major food-access and direct-sales channel years after the 2019 snapshot.
When markets operate
Farmers markets are seasonal in a familiar sense, but the operating calendar is more spread out than many casual shoppers assume.
In the 2019 summary, July was the highest month of operation at 71.9% of markets (National Farmers Market Managers 2019 Summary). August followed very closely at 71.8% (National Farmers Market Managers 2019 Summary). September reached 69.1% (National Farmers Market Managers 2019 Summary), and June reached 68.8% (National Farmers Market Managers 2019 Summary). Even October still showed 51.1% of markets operating (National Farmers Market Managers 2019 Summary).
That seasonality matters because it tells you where the channel is strongest, but it also shows that many markets operate outside a narrow summer window. Twenty-one percent of markets operated year-round (National Farmers Market Managers 2019 Summary), which means a meaningful share of farmers markets function more like recurring neighborhood retail fixtures than like occasional pop-ups.
The weekly schedule is also concentrated in a very specific pattern. Saturday was the most common day of operation at 52.4% (National Farmers Market Managers 2019 Summary). Sunday was the least common day at 10.6% (National Farmers Market Managers 2019 Summary).
That weekend concentration is one reason farmers markets can serve as a planned shopping habit. They are not merely opportunistic or spontaneous; they are often built around a recurring consumer routine.
Operating calendar snapshot
| Measure | Statistic | Source |
|---|---|---|
| Highest month of operation | 71.9% in July | National Farmers Market Managers 2019 Summary |
| Next-highest month | 71.8% in August | National Farmers Market Managers 2019 Summary |
| September operation | 69.1% | National Farmers Market Managers 2019 Summary |
| June operation | 68.8% | National Farmers Market Managers 2019 Summary |
| October operation | 51.1% | National Farmers Market Managers 2019 Summary |
| Year-round markets | 21% | National Farmers Market Managers 2019 Summary |
| Most common day | Saturday at 52.4% | National Farmers Market Managers 2019 Summary |
| Least common day | Sunday at 10.6% | National Farmers Market Managers 2019 Summary |
What customers can buy
Farmers markets are often associated with fresh produce, and the numbers strongly confirm that image. Fruits and vegetables were sold at 99.6% of markets (National Farmers Market Managers 2019 Summary). That is effectively universal coverage and makes produce the anchor category for the channel.
But the product mix is broader than produce alone. Condiments and sauce were sold at 94.1% of markets (National Farmers Market Managers 2019 Summary). That indicates a strong role for value-added and shelf-stable products that can complement fresh items and increase basket size.
The labeling environment also tells a story about how markets present food to shoppers. Locally grown labeling appeared at nearly 84.7% of markets (National Farmers Market Managers 2019 Summary). Gluten-free labeling appeared at 46.1% (National Farmers Market Managers 2019 Summary). Grass-fed labeling appeared at 46.0% (National Farmers Market Managers 2019 Summary). Free-range labeling appeared at 45.8% (National Farmers Market Managers 2019 Summary). USDA-certified organic labeling appeared at 39.4% (National Farmers Market Managers 2019 Summary). Certified humane labeling appeared at 9.6% (National Farmers Market Managers 2019 Summary). Markets with no listed label category totaled 4.9% (National Farmers Market Managers 2019 Summary).
Those figures show a mix of broad local identity and more specialized attributes. The market is not only a place to buy vegetables. It is also a place where shoppers encounter claims about production methods, ingredient restrictions, and animal-welfare positioning.
Nutrition programs and incentives
One of the most important farmers market statistics is not about produce at all. It is about access.
In 2019, 4,076 farmers markets accepted federal nutrition programs, while 4,064 did not (National Farmers Market Managers 2019 Summary). That near-even split suggests the channel is both a retail outlet and, in many places, an anti-hunger and nutrition-support infrastructure.
Among the markets that accepted federal nutrition programs, 78.7% accepted SNAP (National Farmers Market Managers 2019 Summary). 58.0% accepted the WIC Farmers Market Nutrition Program (National Farmers Market Managers 2019 Summary). 56.9% accepted the Senior Farmers Market Nutrition Program (National Farmers Market Managers 2019 Summary). 26.3% accepted WIC Cash Value Vouchers (National Farmers Market Managers 2019 Summary). 14.9% accepted another federal nutrition benefit (National Farmers Market Managers 2019 Summary).
The vendor side matters too. 4,352 individual producer/vendors accepted federal nutrition program benefits, while 3,788 did not (National Farmers Market Managers 2019 Summary). Of those individual producer/vendors, 55.9% accepted SNAP (National Farmers Market Managers 2019 Summary), 66.7% accepted WIC FMNP (National Farmers Market Managers 2019 Summary), 66.3% accepted SFMNP (National Farmers Market Managers 2019 Summary), 29.7% accepted WIC CVV (National Farmers Market Managers 2019 Summary), and 5.4% accepted another program (National Farmers Market Managers 2019 Summary).
The incentives picture adds another layer. 2,827 markets offered matching or incentive programs, while 5,313 did not (National Farmers Market Managers 2019 Summary). Among markets with incentives, 77.8% linked them to SNAP (National Farmers Market Managers 2019 Summary). 20.8% linked them to WIC FMNP (National Farmers Market Managers 2019 Summary). 18.2% linked them to SFMNP (National Farmers Market Managers 2019 Summary). 9.7% linked them to WIC CVV (National Farmers Market Managers 2019 Summary). 7.1% linked them to fruit and vegetable prescriptions (National Farmers Market Managers 2019 Summary). 23.2% linked them to other programs (National Farmers Market Managers 2019 Summary).
The practical message is straightforward: farmers markets are not only selling to shoppers who already have cash in hand. A large portion of the system is designed to route nutrition benefits into local food purchases.
Nutrition access comparison
| Category | Statistic | Source |
|---|---|---|
| Markets accepting federal nutrition programs | 4,076 | National Farmers Market Managers 2019 Summary |
| Markets not accepting federal nutrition programs | 4,064 | National Farmers Market Managers 2019 Summary |
| SNAP among accepting markets | 78.7% | National Farmers Market Managers 2019 Summary |
| WIC FMNP among accepting markets | 58.0% | National Farmers Market Managers 2019 Summary |
| SFMNP among accepting markets | 56.9% | National Farmers Market Managers 2019 Summary |
| WIC CVV among accepting markets | 26.3% | National Farmers Market Managers 2019 Summary |
| Other federal nutrition benefit | 14.9% | National Farmers Market Managers 2019 Summary |
| Markets with matching or incentive programs | 2,827 | National Farmers Market Managers 2019 Summary |
| Markets without matching or incentive programs | 5,313 | National Farmers Market Managers 2019 Summary |
Market programs beyond selling
The markets in the 2019 summary were doing more than just facilitating transactions. They also offered or sponsored health and fitness programs, food waste and conservation programs, and research and evaluation activities.
3,690 markets offered or sponsored health and fitness programs, while 4,450 did not (National Farmers Market Managers 2019 Summary). Of those programs, 29.2% were offered very frequently (National Farmers Market Managers 2019 Summary). 22.4% were offered somewhat frequently (National Farmers Market Managers 2019 Summary). 28.9% were offered occasionally (National Farmers Market Managers 2019 Summary). 13.7% were offered somewhat infrequently (National Farmers Market Managers 2019 Summary). 5.7% were offered very infrequently (National Farmers Market Managers 2019 Summary).
That distribution tells you these programs were not fringe add-ons. They were often regular parts of market operations.
Food waste and conservation programs were also common. 2,660 markets offered or engaged in those programs, while 5,480 did not (National Farmers Market Managers 2019 Summary). Among the markets with such programs, 66.5% donated to food banks (National Farmers Market Managers 2019 Summary), 44.2% recycled (National Farmers Market Managers 2019 Summary), 41.7% composted (National Farmers Market Managers 2019 Summary), 22.1% offered gardening or horticultural instruction (National Farmers Market Managers 2019 Summary), 22.1% offered gleaning (National Farmers Market Managers 2019 Summary), 12.3% offered canning or processing classes and demonstrations (National Farmers Market Managers 2019 Summary), and 8.6% used another food waste or conservation program (National Farmers Market Managers 2019 Summary).
The market is therefore a distribution point, an educational venue, and in some cases a food-rescue partner.
How markets are organized
Farmers markets may feel informal to shoppers, but the governance data shows substantial organizational structure.
5,695 markets had a board or group of persons that collectively made decisions, while 2,445 did not (National Farmers Market Managers 2019 Summary). 83.7% of markets possessed written by-laws (National Farmers Market Managers 2019 Summary). 16.3% did not (National Farmers Market Managers 2019 Summary).
Governance structures were split between self-governing markets and markets governed by another entity. 5,979 markets governed themselves (National Farmers Market Managers 2019 Summary). 2,161 markets were governed by another entity (National Farmers Market Managers 2019 Summary).
Among self-governing markets, 65.6% were nonprofit legal entities (National Farmers Market Managers 2019 Summary). 21.0% were for-profit legal entities (National Farmers Market Managers 2019 Summary). 8.1% were government entities (National Farmers Market Managers 2019 Summary). 5.3% were other legal statuses (National Farmers Market Managers 2019 Summary).
Among markets governed by another entity, 32.6% had organizational membership (National Farmers Market Managers 2019 Summary), while 67.4% did not (National Farmers Market Managers 2019 Summary). Among organizational members, 89.1% belonged to nonprofit organizations (National Farmers Market Managers 2019 Summary). 7.4% belonged to government entities (National Farmers Market Managers 2019 Summary). 3.2% belonged to other organization types (National Farmers Market Managers 2019 Summary).
For governing organizations, 45.6% were nonprofits (National Farmers Market Managers 2019 Summary). 28.0% were municipal government agencies or divisions (National Farmers Market Managers 2019 Summary). 19.2% were government entities (National Farmers Market Managers 2019 Summary). 3.1% were for-profit organizations (National Farmers Market Managers 2019 Summary). 4.1% were other organization types (National Farmers Market Managers 2019 Summary).
That governance profile matters because it explains why farmers markets often behave like mixed institutions. They are commercial, but they are also civic and administrative.
Vendors, volunteers, and budgets
The labor model behind farmers markets is more visible in the 2019 data than many people realize.
31,609 volunteers contributed their time at farmers markets (National Farmers Market Managers 2019 Summary). 5,078 markets had volunteers contribute time (National Farmers Market Managers 2019 Summary). 3,062 markets did not have volunteers contribute time (National Farmers Market Managers 2019 Summary).
Markets also operate with budgets and fee structures. 3,882 markets had an annual operating budget (National Farmers Market Managers 2019 Summary). 4,258 markets did not (National Farmers Market Managers 2019 Summary). The largest funding source was producer/vendor fees, which made up 62.6% of funding sources (National Farmers Market Managers 2019 Summary). Grant awards accounted for 10.8% (National Farmers Market Managers 2019 Summary). Public sponsorships made up 9.4% (National Farmers Market Managers 2019 Summary). Other sources contributed 7.7% (National Farmers Market Managers 2019 Summary). Private donations contributed 4.3% (National Farmers Market Managers 2019 Summary). Fundraisers contributed 3.5% (National Farmers Market Managers 2019 Summary).
Average annual funding followed the same pattern. Producer/vendor fees averaged $31,672 (National Farmers Market Managers 2019 Summary). Grant awards averaged $15,189 (National Farmers Market Managers 2019 Summary). Public sponsorships averaged $13,378 (National Farmers Market Managers 2019 Summary). Other sources averaged $16,881 (National Farmers Market Managers 2019 Summary). Private donations averaged $6,687 (National Farmers Market Managers 2019 Summary). Fundraisers averaged $9,426 (National Farmers Market Managers 2019 Summary).
Fees charged to producers/vendors were also common. 6,389 producer/vendors were charged fees to sell, while 1,751 were not (National Farmers Market Managers 2019 Summary). The most common fee structure was flat rate at 74.4% (National Farmers Market Managers 2019 Summary). 21.3% were based on stall size (National Farmers Market Managers 2019 Summary). 12.4% were based on percentage of sales (National Farmers Market Managers 2019 Summary). 9.7% were other fee structures (National Farmers Market Managers 2019 Summary).
An annual membership or application fee existed at 35.2% of markets (National Farmers Market Managers 2019 Summary), while 64.8% did not have one (National Farmers Market Managers 2019 Summary).
Labor and funding snapshot
| Measure | Statistic | Source |
|---|---|---|
| Volunteers contributing time | 31,609 | National Farmers Market Managers 2019 Summary |
| Markets with volunteers | 5,078 | National Farmers Market Managers 2019 Summary |
| Markets with annual operating budget | 3,882 | National Farmers Market Managers 2019 Summary |
| Markets without annual operating budget | 4,258 | National Farmers Market Managers 2019 Summary |
| Main funding source | Producer/vendor fees at 62.6% | National Farmers Market Managers 2019 Summary |
| Average annual producer/vendor fee funding | $31,672 | National Farmers Market Managers 2019 Summary |
| Average annual grant funding | $15,189 | National Farmers Market Managers 2019 Summary |
| Markets charging producer/vendor fees | 6,389 | National Farmers Market Managers 2019 Summary |
| Flat-rate fee structure | 74.4% | National Farmers Market Managers 2019 Summary |
The physical market mix on a peak day
The average farmers market peak-day vendor count was 25 (National Farmers Market Managers 2019 Summary). The average number of vendors who sold products they produced was 14 (National Farmers Market Managers 2019 Summary). That gap between total vendors and producer-vendors shows the market can include a mixture of direct growers and other sellers.
The category breakdown on a peak day is useful because it makes the market composition concrete. Average vendors selling fruit and vegetables was 9 (National Farmers Market Managers 2019 Summary). Average vendors selling other food products and miscellaneous items was 7 (National Farmers Market Managers 2019 Summary). Average vendors selling bread and baked goods was 3 (National Farmers Market Managers 2019 Summary). Average vendors selling meat, seafood, and eggs was 3 (National Farmers Market Managers 2019 Summary). Average vendors selling condiments and sauces was 3 (National Farmers Market Managers 2019 Summary). Average vendors selling beverages was 3 (National Farmers Market Managers 2019 Summary). Average vendors selling plants was 3 (National Farmers Market Managers 2019 Summary). Average vendors selling milk and dairy was 2 (National Farmers Market Managers 2019 Summary).
The average returning vendors per market day was 23 (National Farmers Market Managers 2019 Summary), which implies that many stalls are not one-off appearances. There is continuity in the seller base.
The channel also extends beyond direct consumer shopping. Average vendors who sold to intermediaries and institutions was 5 (National Farmers Market Managers 2019 Summary). Average buyers from intermediaries and institutions was 14 (National Farmers Market Managers 2019 Summary). That means farmers markets can function as part of a broader food-distribution web, not only a retail endpoint.
Direct sales and the wider local food economy
Farmers markets are only one part of the direct-to-consumer economy, but their numbers are still significant.
In direct-to-consumer sales, farmers markets accounted for $514 million in 2020 (USDA Local Food Marketing Practices Survey). On-farm stores or stands accounted for $1.231 billion (USDA Local Food Marketing Practices Survey). Online markets accounted for $312 million (USDA Local Food Marketing Practices Survey). Community Supported Agriculture accounted for $225 million (USDA Local Food Marketing Practices Survey). Roadside stands away from the farm accounted for $252 million (USDA Local Food Marketing Practices Survey). Other direct-to-consumer channels accounted for $415 million (USDA Local Food Marketing Practices Survey).
All direct-to-consumer sales totaled $2.9 billion in 2020 (USDA Local Food Marketing Practices Survey). Direct farm sales to consumers, retailers, institutions, and intermediaries totaled $9.0 billion in 2020 (USDA Local Food Marketing Practices Survey).
The farm-level adoption data is just as important. 77% of farms with direct sales sold directly to consumers (USDA Local Food Marketing Practices Survey). 42% of farms selling directly to consumers sold fresh food products (USDA Local Food Marketing Practices Survey). 75% sold processed or value-added products (USDA Local Food Marketing Practices Survey). 40,675 farms sold food to institutions and intermediary businesses in 2020 (USDA Local Food Marketing Practices Survey). 56% of their sales were fresh commodities (USDA Local Food Marketing Practices Survey).
Viewed together, those figures place farmers markets inside a wider distribution network. They are not the whole local-food economy, but they are a meaningful slice of it and a visible entry point for both buyers and sellers.
What the numbers suggest about farmers markets
Farmers market statistics point to a channel that is bigger, more structured, and more operationally diverse than the simple image of a weekend produce stand suggests.
The scale is national and durable: thousands of markets, a long growth curve, and continued USDA directory coverage in 2024 (USDA ERS chart on farmers markets; USDA Farmers Market page). The operating model is seasonal but recurring, with a strong Saturday concentration and meaningful year-round presence (National Farmers Market Managers 2019 Summary). The product mix is led by fruits and vegetables, but it also includes condiments, labels, baked goods, dairy, meat, beverages, plants, and other products (National Farmers Market Managers 2019 Summary).
The access side is equally important. Roughly half of the markets in the 2019 summary accepted federal nutrition programs, and many used SNAP-linked incentives (National Farmers Market Managers 2019 Summary). That makes farmers markets part of food-access policy, not just consumer choice.
The governance and funding data show why the channel persists. Markets rely heavily on producer/vendor fees, often have bylaws, frequently use boards, and are commonly structured as nonprofits or overseen by civic entities (National Farmers Market Managers 2019 Summary). Volunteers, operating budgets, and program activity all contribute to a fairly sophisticated operating model.
Finally, the sales data puts the economics in context. Average market day sales of $14,547 per farmers market and 916 households shopping per average market day show the channel has regular commercial weight, even before you add the wider direct-to-consumer totals from USDA (National Farmers Market Managers 2019 Summary; USDA Local Food Marketing Practices Survey).
If you are trying to understand farmers markets as a market, a food-access mechanism, or a local economy asset, the statistics say the same thing from different angles: this is a small-format channel with national-scale relevance.