delannw at dlogue.net
Fri Jun 30 05:58:43 EDT 2000
While there are probably studies out there, be careful about using market
demographics for a location that is not similar to your own. If I were
selling in downtown Chicago, wouldn't that demographic be somewhat different
than the demographic for the smaller towns?
I sell in a small city, in the downtown area. The city, Kankakee, is
situated closely to two other towns...Bradley and Bourbonnais. Each town is
a bit different but they are so close geographically...they practically melt
into eachother at the edges.
For what it is worth, I notice that at our Saturday morning market (7AM -
1PM) the customers differ as the morning progresses. At 7AM, the customers
are 60 - 80 years old...waiting already at 6:30AM. By 9AM the customers get
a bit younger...40's, 50's, and by 10AM we start seeing families with
children. By 11AM the 20's and 30's start showing up.
Between 12 - 1 there just aren't that many customers.
I would also guess that we have only slightly more women shopping than men
in all age groups except the oldest...where you would expect to see more
Funny thing is, I am able to sell produce and herbs at a fair price in the
Kankakee area...where there are six or more large grocery stores and three
or four large market stands to compete against. As it turns out, though, I
sell 10 times as much in Kankakee (at fair market price) than I did selling
30 miles south in a town with only two grocery stores and one farm stand.
Why? Because 30 miles south most people grow their own...and they still
think a bushel of tomatoes is worth about $8.
I point that out, because basic demographics may be less important than the
characteristics of the area.
One of these days, I'm going to get a battery powered cash register instead
of this stupid calculator with a tape that I currently have. I think it
would be interesting to know what the average customer spends at my stand
and what THEIR demographics are.
Farmer in the Del
More information about the Market-farming