Why Do People Attend Farmers Markets? Consumers can do their grocery haul at their neighborhood store, but for many, farmers markets are more appealing – and for many reasons. In a survey from the CommunityUniversity Institute for Social Research, 90% of people choose to shop at farmers markets to support small businesses. About half (45%) like to visit the farmers market for the health benefits, with nearly half (49%) making an effort to buy organic foods. Another big reason for shopping the farmers market? A welcoming atmosphere. Most survey respondents (91%) say they like the friendly exchanges with sellers. Promotional products help enrich these moments. For example, a custom bamboo cutting board could spark a chat about sustainability or inspire a recipe swap featuring the day’s market finds. Promo has the power to turn market visits into lasting connections. How Farmers Markets Can Engage Gen Z Gen Z doesn’t just want food – they want to know their food. They want to know where it came from, how it was grown and how it impacts the planet. A study of 1,000 Gen Zers found that 70% value sustainability and 61% will pay more for ethical food. In fact, many younger consumers are willing to scale back on housing and transportation expenses to make room in their budgets for healthy, fresh and local food. Farmers markets can give this group exactly what they want. Through thoughtful promotional campaigns, market vendors can share stories from the farm, family recipes and more. By adding a QR code on reusable bags, they can invite shoppers in for a personal look at how local jams are made or honey is harvested. By combining transparency with useful promo, farmers markets can connect with Gen Z in ways that resonate with them. States With The Most Farmers Markets Some states don’t just grow the most produce but also host the most farmers markets. These states lead the pack: 1. California 760 2. New York 673 3. Michigan 343 4. Illinois 338 5. Ohio 336 Year-Round Promo For Year-Round Harvests From pumpkin spice vibes in the fall to the first strawberries of spring, farmers markets are a year-round tradition. Summer is the most common season for farmers market attendance, with 70% of marketgoers attending at least once a month, followed by fall (44%), spring (40%) and winter (9%). Vendors can match their promo to the season, like giving branded sunglasses in the summer and cozy beanies in the fall. Fun Food Days To Engage Shoppers For the past 26 years, National Farmers Market Week has run the first week in August. While this is a natural opportunity to celebrate local farmers and food makers, promo opportunities abound all year. For example, on National Strawberry Day (February 26), farmers market vendors could give branded tote bags along with strawberry samples. On National Eat Your Vegetables Day (June 17), farmers markets could encourage healthy eating with logoed cutting boards. And on National Pumpkin Day (October 26), farmers markets could tie in pumpkin-themed drinks and treats with branded kitchen items. Natykach Nataliia / gomolach / tele52 / Vector Only / Beautyimage / ShutterStock.com PPAI • OCTOBER 2025 • 53 | Must Read
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