From Market Stand to Year-Round Sales:

Turning Farmers Market Customers into Loyal Online Shoppers

Discover proven strategies to leverage your farmers market base and grow your direct-to-consumer meat sales all year, using online platforms and smart communication tactics.

Watch the recording below or scroll down for a summary and full transcript.

Introduction: Harnessing the Power of the Farmers Market

Spring brings bustling farmers markets and loyal customers eager for fresh, local products. But what happens after the season ends—or when you want to reach those same customers year-round? The experts at Chop Local recently shared invaluable insights in their webinar on transforming farmers market customers into year-round online shoppers. Whether you’re a small farm, a butcher shop, or just getting started, these strategies can help you build lasting customer relationships and boost your annual sales.

Why Take Your Meat Sales Online?

Online sales are no longer just a bonus—they’re a major growth lever. Research shared by Chop Local shows the impact: farms with an online store reported average sales of $140,000 per year, compared to $81,000 for those without e-commerce. Even more compelling, 71% of farms exceeding $200,000 in annual sales have an online presence. Online stores remove geographic and seasonal limits, letting you serve existing fans and attract new ones all year long.

Before Market Season: Laying the Foundations

1. Optimize Your Online Store for Ease of Use
Before market season ramps up, take a hard look at your online store. Make sure it’s intuitive—products should be easy to find and pages should load quickly (no one waits around in today’s digital world). For meat sellers, sell by package or by weight variation, not by exact weight. This clarity eliminates customer confusion and builds trust around pricing.

2. Provide Product Clarity
Address the questions you get most at the market. Include details like cut sizes, package contents, whether a cut is bone-in, and how the animal was raised or finished. When shoppers find answers online, they’re more likely to buy.

3. Create Physical and Digital Marketing Materials
Develop clear signs for your booth: highlight your online store, offer QR codes for easy access, and encourage email sign-ups. Ready-to-go social media graphics are invaluable for spreading the word about pre-orders and online shopping.

During Market Season: Building Your Year-Round Community

1. Collect Email Addresses Like Gold
An email list is your direct line to loyal customers after the market closes. Use lead magnets—a coupon for online orders, a recipe booklet, or a small gift—to incentivize sign-ups. Provide paper forms at your booth and digital sign-ups with QR codes. Even a simple clipboard can fill your customer pipeline for future marketing.

2. Train Customers for Pre-Orders and Online Shopping
Encourage pre-orders for market pickups using your online store. Offer incentives (like exclusive bundles or discounts) for customers who try online ordering. Over time, your regulars will see the convenience and reliability, making them more open to using your store year-round.

3. Foster Exclusivity and Urgency
Include pre-order-only items—think limited-quantity cuts or holiday specials. This breeds excitement and urgency, pushing more customers to try your online experience.

After Market Season: Stay Connected and Selling

1. Ramp Up Regular Email Communication
Continue sending emails, ideally weekly or biweekly—even short reminders about new products, special bundles, or upcoming order deadlines. Email marketing yields tangible sales, often outpacing results from social media. Make every email count by including a clear call to action, such as “Order by Thursday for weekend pickup.”

2. Schedule Convenient Meetups
If shipping or year-round retail isn’t possible, host monthly or biweekly pre-order pickup events at convenient locations. Customers place orders online, then pick up at a set time. This keeps your operation efficient and maintains relationships even in the off-season.

3. Leverage Holidays and Seasonal Demand
Promote meat gift boxes for holidays from Labor Day through Christmas—the biggest online sales window. Create themed bundles and communicate often via email and social to capture gift-giving business.

Simple Steps, Powerful Results

Transitioning your farmers market following into an online, year-round customer base isn’t about reinventing the wheel. It’s about leveraging tools you already have—your relationships, an easy-to-use online store, and regular communication. Whether you do it yourself or get support from knowledgeable platforms like Chop Local, the key is to start now. With a few focused changes and steady follow-up, you can keep your business thriving through every season.