May 31, 2018

American consumers go (do)nuts on National Doughnut Day

Whether they spell it doughnut or donut, Americans love those little glazed pastries.

In fact, Americans eat about 10 billion donuts each yearthat’s about 31 donuts per person per year, or 2.58 donuts per person each month! So, it should come as no surprise that Americans celebrate National Doughnut Day by stampeding into local bakeries. Take a look at our full analysis below.


First, some context. Thanks to Womply’s unique data assets, we have an unparalleled view of consumer spending behaviors and how those behaviors translate into dollars and cents for local, independent businesses. We often know more about sales trends for local businesses than those businesses themselves. 

For this analysis, our data science team analyzed transaction trends at more than 1,400 local, independent bakeries and donut shops across American for all 365 days of the 2017 year. Turns out, a spike in spending makes National Doughnut Day their 14th-best sales day of the entire year.

Local bakeries and donut shops see a 46% increase in sales revenue on National Doughnut Day

On an average day for local bakeries and donut shops, they can expect to see about 34 customers, each of whom spends about $20 per order. Add that all up, and the average daily sales revenue is about $725 at bakeries and donut shops.

 

The 44% increase in transactions means more dough for local bakeries and donut shops

When local businesses see an increase in daily sales revenue, it always comes down to one of two things: either their customers are spending more per order, or more customers are making purchases. In many cases, an increase in daily revenue is a blend of those two factors, but not on National Doughnut Day.

On National Doughnut Day, the 46% increase in sales revenue is almost entirely caused by the 44% increase in transactions. There was a 1.6% increase in the size of each customer’s order, amounting to a paltry 33 cents more per order. In other words, National Doughnut Day sales soar because more people are buying donuts, not because people are buying more donuts.

How National Doughnut Day impacts each state

Curious if people in your state love donuts as much as the rest of America? 

Below you’ll find each state’s average daily revenue, the amount each customer spent, and how many customers purchased from bakeries and donut shops on National Doughnut Day. We’ve also included a national ranking of each state based on the average revenue for local shops in that state.

While Americans in general love donuts, those who live in Nebraska, Missouri, California, and North Carolina have taken their love to the next level.

  • #1 Nebraska bakery and donut shop revenues increased 106%
  • #2 Missouri bakery and donut shop revenues increased 97%
  • #3 California bakery and donut shop revenues increased 89%
  • #4 North Carolina bakery and donut shop revenues increased 80%

Normally we’d list the top five states, but when it comes to donuts, these four states are the clear leaders. New York, the state ranked 5th for revenue on National Doughnut Day, only saw a 30% increase, which is amazing by any measure, but it is a good distance behind the rest of the pack.

For a quick reference, here’s the national snapshot of revenue for local bakeries and donut shops on National Doughnut Day. See how your state compares!

  • Day Rank: 14th
  • Daily Revenue: $1,058
  • Purchase Price: $20
  • Transactions: 34

Quick note: Unfortunately, North Dakota and Washington, D.C. didn’t didn’t have enough data for local bakeries and donut shops and couldn’t be included in this analysis. 

   STATE RANK DAILY REVENUE PURCHASE PRICE
TRANSACTIONS
   Alabama 17 $643 $23 28
   Alaska 7 $897 $16 58
   Arizona 31 $498 $19 27
   Arkansas 44 $255 $12 21
   California 3 $1,370 $22 63
   Colorado 41 $365 $25 14
   Connecticut 35 $437 $23 19
   Delaware 28 $519 $15 34
   Florida 26 $552 $17 32
   Georgia 32 $461 $16 29
   Hawaii 18 $641 $19 34
   Idaho 36 $405 $14 29
   Illinois 24 $567 $22 26
   Indiana 9 $841 $16 51
   Iowa 34 $449 $22 21
   Kansas 16 $678 $20 33
   Kentucky 10 $783 $18 43
   Louisiana 11 $743 $22 34
   Maine 47 $146 $12 12
   Maryland 20 $618 $29 22
   Massachusetts 14 $712 $35 21
   Michigan 21 $615 $19 32
   Minnesota 33 $455 $23 20
   Mississippi 46 $203 $16 13
   Missouri 2 $1,426 $28 51
   Montana 49 $38 $9 4
   Nebraska 1 $1,493 $28 54
   Nevada 8 $879 $25 36
   New Hampshire 30 $504 $23 22
   New Jersey 15 $704 $23 31
   New Mexico 12 $735 $16 45
   New York 5 $941 $29 33
   North Carolina 4 $1,308 $18 74
   Ohio 40 $371 $22 17
   Oklahoma 43 $324 $11 29
   Oregon 29 $515 $15 35
   Pennsylvania 27 $532 $21 26
   Rhode Island 22 $582 $18 32
   South Carolina 38 $396 $18 22
   South Dakota 19 $633 $11 57
   Tennessee 23 $574 $16 35
   Texas 39 $388 $13 29
   Utah 6 $932 $21 43
   Vermont 48 $88 $17 5
   Virginia 25 $560 $23 24
   Washington 13 $728 $15 49
   West Virginia 42 $347 $15 23
   Wisconsin 37 $400 $21 19
   Wyoming 45 $217 $16 13

Did you enjoy American consumers go (do)nuts on National Doughnut Day? Get a free demo and we'll show you how Womply can help you make more money and save time every day.

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