Table of Contents
- Farmers market statistics at a glance
- How farmers markets grew
- When markets are open
- What markets sell
- Nutrition programs and incentives
- Market operations and governance
- Vendor mix and daily activity
- Direct-to-consumer sales context
Farmers market statistics at a glance
Farmers market statistics show a channel that has kept expanding, stayed highly local, and remained central to direct food sales in the United States. The numbers also show a market that is more operationally complex than many people assume, with nutrition program access, incentives, volunteers, budgets, bylaws, and governance all shaping the customer experience (USDA ERS chart on farmers markets; National Farmers Market Managers 2019 Summary; USDA Local Food Marketing Practices Survey).
Big number: USDA NASS counted 8,140 farmers markets in 2019 (National Farmers Market Managers 2019 Summary).
Growth signal: Farmers markets rose from 1,755 in 1994 to 8,771 in 2019 and averaged nearly 7% annual growth across that span (USDA ERS chart on farmers markets).
Market-day snapshot: On an average market day, 916 households shopped across U.S. farmers markets and average sales reached $14,547 per market (National Farmers Market Managers 2019 Summary).
Fast facts
- In 2024, USDA said it connected consumers to producers at over 8,600 farmers markets nationwide through the National Farmers Market Directory (USDA Farmers Market page).
- July was the highest month of operation at 71.9% of markets in 2019 (National Farmers Market Managers 2019 Summary).
- Saturday was the most common day of operation at 52.4% (National Farmers Market Managers 2019 Summary).
- 99.6% of markets sold fruits and vegetables (National Farmers Market Managers 2019 Summary).
- 4,076 markets accepted federal nutrition programs in 2019, while 4,064 did not (National Farmers Market Managers 2019 Summary).
How farmers markets grew
The long-run growth story is straightforward: farmers markets expanded fast from the mid-1990s through 2019, then continued to be counted in the thousands into the 2020s. That growth matters because it shows farmers markets are not a niche footnote. They are a durable retail channel with enough scale to show up in USDA directory data, survey data, and direct marketing totals (USDA ERS chart on farmers markets; USDA Farmers Market page).
Growth over time
The simplest comparison in the supplied statistics is the long arc from 1994 to 2019.
| Measure | Figure | Source label |
|---|---|---|
| Farmers markets in 1994 | 1,755 | USDA ERS chart on farmers markets |
| Farmers markets in 2019 | 8,771 | USDA ERS chart on farmers markets |
| Average annual growth | Nearly 7% | USDA ERS chart on farmers markets |
| Growth slowdown | Below 1% per year from 2016 to 2017 | USDA ERS chart on farmers markets |
| USDA count in 2019 | 8,140 | National Farmers Market Managers 2019 Summary |
| USDA directory count in 2024 | Over 8,600 | USDA Farmers Market page |
The pattern here is important. Farmers markets did not just grow once and flatten out. They grew for decades, and even the slowdown noted between 2016 and 2017 still sits inside a much larger expansion story (USDA ERS chart on farmers markets).
What the growth curve suggests
A few takeaways stand out from the numbers alone:
- The market became large enough to be counted consistently in national data series.
- The scale shift from 1,755 to 8,771 markets means local food retail broadened well beyond early adopters.
- A nearly 7% annual average growth rate over 25 years is strong for any retail format, especially one that remains physically local and seasonally dependent (USDA ERS chart on farmers markets).
When markets are open
Farmers market statistics also show clear seasonality. Even with year-round markets in the mix, the calendar still shapes when consumers can shop and when operators can reliably plan staffing, product mix, and promotions.
Monthly operation pattern
In 2019, the busiest operating months were concentrated in late spring through early fall (National Farmers Market Managers 2019 Summary).
| Month | Share of markets operating | Source label |
|---|---|---|
| July | 71.9% | National Farmers Market Managers 2019 Summary |
| August | 71.8% | National Farmers Market Managers 2019 Summary |
| September | 69.1% | National Farmers Market Managers 2019 Summary |
| June | 68.8% | National Farmers Market Managers 2019 Summary |
| October | 51.1% | National Farmers Market Managers 2019 Summary |
Two details are worth stressing. First, July and August were almost tied, which suggests peak summer is the broadest operating window. Second, October still had just over half of markets active, which shows the season extends beyond the midsummer peak (National Farmers Market Managers 2019 Summary).
Year-round and weekly patterns
Not every market follows the same calendar.
- 21% of markets operated year-round (National Farmers Market Managers 2019 Summary).
- 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 mix points to a familiar weekend-centered retail model, but with enough variety that local markets still compete for the best time slots. A market open on Saturday is aligned with the dominant pattern, while year-round markets are a smaller but meaningful segment that likely serves more stable local demand.
What markets sell
The product mix data shows that farmers markets are not just produce stands. They are broad local food venues with strong vegetable and fruit presence, but also sauces, labeling claims, and specialty items that help differentiate vendors.
Product and label profile
The most common offerings and labels make the market’s identity pretty clear.
| Item or label | Share of markets | Source label |
|---|---|---|
| Fruits and vegetables sold | 99.6% | National Farmers Market Managers 2019 Summary |
| Condiments and sauce sold | 94.1% | National Farmers Market Managers 2019 Summary |
| Locally grown labeling | Nearly 84.7% | National Farmers Market Managers 2019 Summary |
| Gluten-free labeling | 46.1% | National Farmers Market Managers 2019 Summary |
| Grass-fed labeling | 46.0% | National Farmers Market Managers 2019 Summary |
| Free-range labeling | 45.8% | National Farmers Market Managers 2019 Summary |
| USDA-certified organic labeling | 39.4% | National Farmers Market Managers 2019 Summary |
| Certified humane labeling | 9.6% | National Farmers Market Managers 2019 Summary |
| No listed label category | 4.9% | National Farmers Market Managers 2019 Summary |
The strongest signal in this set is the near-universal presence of fruits and vegetables. That tells you the category is still anchored in produce even when other product claims and categories are layered on top. The labeling data also shows how much markets depend on trust, provenance, and production methods to differentiate goods at the stall level (National Farmers Market Managers 2019 Summary).
Product mix by vendor count
The average peak-day vendor profile makes the category even more concrete.
- Average peak-day vendor count: 25 (National Farmers Market Managers 2019 Summary).
- Average vendors who sold products they produced: 14 (National Farmers Market Managers 2019 Summary).
- Average vendors selling fruit and vegetables: 9 (National Farmers Market Managers 2019 Summary).
- Average vendors selling other food products and miscellaneous items: 7 (National Farmers Market Managers 2019 Summary).
- Average vendors selling bread and baked goods: 3 (National Farmers Market Managers 2019 Summary).
- Average vendors selling meat, seafood, and eggs: 3 (National Farmers Market Managers 2019 Summary).
- Average vendors selling condiments and sauces: 3 (National Farmers Market Managers 2019 Summary).
- Average vendors selling beverages: 3 (National Farmers Market Managers 2019 Summary).
- Average vendors selling plants: 3 (National Farmers Market Managers 2019 Summary).
- Average vendors selling milk and dairy: 2 (National Farmers Market Managers 2019 Summary).
This is a compact but important portrait. The typical market is not a single-category venue. It is a mixed retail environment with produce as the core, supported by a wider set of food and farm-related goods.
Nutrition programs and incentives
One of the most revealing parts of farmers market statistics is how often markets are tied to public nutrition programs. That matters because it connects the market model to food access, not just local shopping culture.
Federal nutrition program participation
In 2019, 4,076 farmers markets accepted federal nutrition programs and 4,064 did not (National Farmers Market Managers 2019 Summary). That near-even split shows participation is substantial but not universal.
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).
At the vendor level, 4,352 individual producer/vendors accepted federal nutrition program benefits and 3,788 did not (National Farmers Market Managers 2019 Summary). The benefit mix there is also broad:
- 55.9% accepted SNAP.
- 66.7% accepted WIC FMNP.
- 66.3% accepted SFMNP.
- 29.7% accepted WIC CVV.
- 5.4% accepted another program.
Matching and incentive programs
Incentives are another layer of market support.
- 2,827 markets offered matching or incentive programs (National Farmers Market Managers 2019 Summary).
- 5,313 markets did not offer or sponsor them (National Farmers Market Managers 2019 Summary).
Among markets with incentives:
- 77.8% linked them to SNAP.
- 20.8% linked them to WIC FMNP.
- 18.2% linked them to SFMNP.
- 9.7% linked them to WIC CVV.
- 7.1% linked them to fruit and vegetable prescriptions.
- 23.2% linked them to other programs (National Farmers Market Managers 2019 Summary).
That mix shows incentives are not an afterthought. They are one of the clearest ways farmers markets connect local purchasing with access goals.
Market operations and governance
The operational side of farmers markets is easy to overlook because shoppers usually see only tents, tables, and produce. The statistics show a more formal structure underneath.
Management and civic activity
- 3,690 markets offered or sponsored health and fitness programs (National Farmers Market Managers 2019 Summary).
- 4,450 markets did not (National Farmers Market Managers 2019 Summary).
- 2,660 markets offered or engaged in food waste or conservation programs (National Farmers Market Managers 2019 Summary).
- 5,480 markets did not (National Farmers Market Managers 2019 Summary).
- 2,044 markets conducted market research studies or evaluations (National Farmers Market Managers 2019 Summary).
- 6,096 did not (National Farmers Market Managers 2019 Summary).
Those figures show that many markets operate as community institutions, not just sales locations. The programs span nutrition, movement, conservation, and research, which suggests markets often function as local civic platforms.
What those programs look like
Among markets with food waste or conservation 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).
- 8.6% used another food waste or conservation program (National Farmers Market Managers 2019 Summary).
Among markets that conducted studies or evaluations:
- 76.5% gathered survey data on producer/vendor needs, concerns, and perceptions (National Farmers Market Managers 2019 Summary).
- 51.3% collected sales information from producers/vendors (National Farmers Market Managers 2019 Summary).
- 45.2% surveyed customers for product preferences (National Farmers Market Managers 2019 Summary).
- 27.8% surveyed customers for market day or time preferences (National Farmers Market Managers 2019 Summary).
- 43.1% did feasibility studies to add aggregation or distribution activities (National Farmers Market Managers 2019 Summary).
- 6.5% conducted community needs assessments (National Farmers Market Managers 2019 Summary).
- 18.2% conducted other study, evaluation, or assessment work (National Farmers Market Managers 2019 Summary).
Governance structure
The governance statistics are equally telling.
- 5,695 markets had a board or group of persons that collectively made decisions (National Farmers Market Managers 2019 Summary).
- 2,445 did not (National Farmers Market Managers 2019 Summary).
- 83.7% possessed written by-laws (National Farmers Market Managers 2019 Summary).
- 16.3% did not (National Farmers Market Managers 2019 Summary).
- 5,979 markets governed themselves (National Farmers Market Managers 2019 Summary).
- 2,161 were governed by another entity (National Farmers Market Managers 2019 Summary).
Among self-governing markets:
- 65.6% were nonprofit legal entities.
- 21.0% were for-profit legal entities.
- 8.1% were government entities.
- 5.3% were other legal statuses (National Farmers Market Managers 2019 Summary).
Among markets governed by another entity:
- 32.6% had organizational membership.
- 67.4% did not have organizational membership (National Farmers Market Managers 2019 Summary).
For governing organizations:
- 45.6% were nonprofits.
- 28.0% were municipal government agencies/divisions.
- 19.2% were government entities.
- 3.1% were for-profit organizations.
- 4.1% were other organization types (National Farmers Market Managers 2019 Summary).
The governance data shows that farmers markets are often structured organizations with formal rules, not loose pop-up arrangements.
Vendor mix and daily activity
Daily operations matter because they translate the broader market structure into actual customer-facing behavior. The statistics here highlight labor, decision-making, and the scale of daily market life.
Volunteers and budgets
- 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 (National Farmers Market Managers 2019 Summary).
- 3,882 markets had an annual operating budget (National Farmers Market Managers 2019 Summary).
- 4,258 did not (National Farmers Market Managers 2019 Summary).
The funding picture is led by producer and vendor fees.
| Funding source | Share of funding sources | Average annual funding | Source label |
|---|---|---|---|
| Producer/vendor fees | 62.6% | $31,672 | National Farmers Market Managers 2019 Summary |
| Grant awards | 10.8% | $15,189 | National Farmers Market Managers 2019 Summary |
| Public sponsorships | 9.4% | $13,378 | National Farmers Market Managers 2019 Summary |
| Other sources | 7.7% | $16,881 | National Farmers Market Managers 2019 Summary |
| Private donations | 4.3% | $6,687 | National Farmers Market Managers 2019 Summary |
| Fundraisers | 3.5% | $9,426 | National Farmers Market Managers 2019 Summary |
That table shows a clear hierarchy. Vendor fees are the main revenue base, while grants, sponsorships, and donations fill secondary roles (National Farmers Market Managers 2019 Summary).
Fees and vendor charges
Fee structures are another sign of how markets balance access and sustainability.
- 6,389 producer/vendors were charged fees to sell (National Farmers Market Managers 2019 Summary).
- 1,751 were not charged fees to sell (National Farmers Market Managers 2019 Summary).
- 74.4% of producer/vendor fees were flat rate (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).
- 35.2% of markets had an annual membership or application fee (National Farmers Market Managers 2019 Summary).
- 64.8% did not (National Farmers Market Managers 2019 Summary).
Flat-rate pricing remains the dominant structure, which makes sense in a setting where simplicity and predictable budgeting matter.
Direct-to-consumer sales context
Farmers market statistics make the most sense when placed beside the broader direct-to-consumer market. That comparison shows where farmers markets sit relative to other local and direct sales channels.
2020 direct sales by channel
| Channel | 2020 sales | Source label |
|---|---|---|
| On-farm stores or stands | $1.231 billion | USDA Local Food Marketing Practices Survey |
| Farmers markets | $514 million | USDA Local Food Marketing Practices Survey |
| Online markets | $312 million | USDA Local Food Marketing Practices Survey |
| Community Supported Agriculture | $225 million | USDA Local Food Marketing Practices Survey |
| Roadside stands away from the farm | $252 million | USDA Local Food Marketing Practices Survey |
| Other direct-to-consumer channels | $415 million | USDA Local Food Marketing Practices Survey |
| Total direct-to-consumer sales | $2.9 billion | USDA Local Food Marketing Practices Survey |
| Total direct farm sales to consumers, retailers, institutions, and intermediaries | $9.0 billion | USDA Local Food Marketing Practices Survey |
A few comparisons are especially useful. Farmers markets accounted for $514 million in direct-to-consumer sales in 2020, which puts them below on-farm stores or stands but still firmly among the major direct channels (USDA Local Food Marketing Practices Survey). The full direct-to-consumer total of $2.9 billion shows that farmers markets are one part of a larger consumer-facing local food economy (USDA Local Food Marketing Practices Survey).
Farm participation and product type
The farm-level numbers add another layer.
- 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).
These figures show farmers markets sit inside a broader direct-sales ecosystem that includes fresh food, processed products, and institutional channels. The market is not isolated. It is one node in a larger pattern of local and regional food distribution (USDA Local Food Marketing Practices Survey).
Why the sales mix matters
The sales data helps explain why farmers market statistics often appear in broader food-system discussions. The category combines retail, community access, and producer income in a way that is visible on the ground but also measurable in national surveys. That is why the same statistics can support conversations about local food access, vendor economics, seasonal retail, and nutrition benefits all at once (USDA Local Food Marketing Practices Survey; National Farmers Market Managers 2019 Summary).