When businesses want to put down roots in their community, there’s nothing like a farmers market. You can find thousands of these booth-filled, produce-bursting gatherings in town squares and main streets across the country. The United States is home to more than 8,700 farmers markets, according to the U.S. Department of Agriculture. To put this in perspective, there are more farmers markets in the U.S. than there are Walmart and Sam’s Club stores (5,200).
In a survey of more than 4,000 farmers market visitors, most (92%) say they go in search of fruits and veggies, but they’re also interested in offerings like bakery items, garden plants and arts and crafts. Most attendees shop from two to five vendors, which means even smaller or niche booths have a good chance to interact with them.
Shoppers may go to the farmers market for the local foods and handmade items, but they’re also going for the community vibes. Researchers at the University of Wisconsin-Madison and the Farmers Market Coalition found that nearly half of marketgoers (41%) visit farmers markets at least six times a year, and when they go, they look forward to connecting with others. About half (48%) report spending time with family and friends, 29% report having met a new person, and 12% say they made a new friend at the farmers market.
Beyond the social benefits, farmers markets encourage healthier habits, with (75%) saying they eat better due to their purchases. They also give the local economy a boost, with 49% of marketgoers shopping at nearby businesses and 42% eating at local restaurants.
However, for vendors, consumers and communities to reap the benefits, people need to know the markets are there. One of the biggest challenges facing farmers markets today is lack of awareness. Oftentimes, people simply forget a market is open. Promo can help address this issue. A roomy tote bag with market dates printed on the side keeps the reminder in shoppers’ hands week after week. A branded pen or fridge magnet can nudge them to circle Saturday mornings on the calendar.
People aren’t going to the farmers market to check off a shopping list. Instead, they’re going to chat with vendors, discover what’s fresh that week and soak in the community spirit. With promotional products, vendors can tie their brand to the special experience shoppers come for.
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 Community-University 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.
Campaign Collateral
Perfect for prepping farmers market veggies or laying out meats and cheeses, this Bamboo Cutting Board makes a practical gift that keeps a company’s name visible.
Garyline / PPAI 112004, Platinum / garyline.com
Made with 40% wheat husk, an eco-friendly material left behind after a harvest, the Trigo Pen is a natural fit for farmers market giveaways. Vendors could include them in bags as a thoughtful touch.
Spector & Co. / PPAI 168328, Gold / spectorandco.com
Welcome visitors to the farmers market with a reusable water bottle like this Translucent Bike Bottle With Infuser. It’s a clever way to keep a brand top of mind while encouraging healthy, flavored hydration. This BPA-free water bottle is made in the USA and available in assorted colors.
CPS / Keystone Line / PPAI 111040, Gold / keystoneline.com
A roomy tote like this Medium Polyester Tote Bag is perfect for bringing home farmers market finds. It’s water-repellent, tear-resistant and designed with long, easy-to-carry handles.
Fields Manufacturing / PPAI 111951, Silver / fieldsmfg.com
Getting kids to like vegetables is a bit easier with Mrs. Peanuckle’s Vegetable Alphabet. This colorful and playful board book encourages little ones to explore veggies from A to Z. It makes a family-friendly giveaway when shoppers sample or purchase fresh produce at the farmers market.
The Book Company / PPAI 218850, Standard-Base / thebookco.com
Farmers market vendors can make their booth stand out with a Table Runner like this polyester poplin runner. Drape it over a table or pair it with a table throw for a multilayered look. This full-color, dye-sublimated runner features a serged edge for a clean, professional look.
Showdown Displays / PPAI 254687, Platinum / showdowndisplays.com
Entice visitors to enjoy freshly pressed cider or locally crafted beer with eye-catching signage like this Can Display. Made from corrugated cardboard, this display stands 3 feet tall and features a full-color logo.
The Beistle Company / PPAI 111182, Standard-Plus / beistle.com
Sellers is a California-based freelance writer and former associate editor at PPAI.
