The state of local retail 2020: Vermont.
We analyzed transactions for every day of the 2019 calendar year at over 40,000 local retail businessses across the United States, including Vermont. The result is a comprehensive look at when local retail businesses make the most money, when they process the most transactions, and when customers tend to spend a little extra when they're out shopping.
The impact of COVID-19 on Vermont retail businesses.
2020 has been a challenge for local businesses across the U.S., and there's no question that local retailers across the state of Vermont have faced unprecidented challenges all year.
So before we take a look back at 2019, it's important to keep in mind the impact that COVID-19 has had on local retailers across the state. According to our data, the average Vermont retail business saw total consumer spending from April through October, 2020 drop 27% compared to the same timeframe in 2019. Additionally, 16% of retailers in the state of Vermont that were transacting before the pandemic hit are closed as of the last week of October.
Our research has shown that some types of retail businesses have fared quite well during the pandemic (sporting goods stores, home improvement stores, etc.), while others (clothing stores, book stores, etc.) have struggled. Whether a local retail business has struggled or thrived through 2020, this report gives insight on which days and months will be extra important for retailers in this unpredictable year.
What we learned about local retail sales in Vermont.
Vermont is the 49th-ranked state for average retail revenue in the United States, pulling in 33% less in daily revenue than the national average on a given day.
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How much do retail shops in Vermont make on an average day?
On a given day, retail shops in Vermont brought in $654 in revenue. On a typical day, the average retail business also processed about 10 transactions while seeing customers spend an average of $66.86 per ticket.
| Sales revenue | Transactions | Ticket size |
| $654 | 10 | $66.86 |
| National Rank: 49 | National Rank: 48 | National Rank: 39 |
What days of the week are retail shops in Vermont busiest?
Fridays and Saturdays are busy at retail shops across the country, and things were no different for Vermont retail businesses.
Fridays were particularly big, as 19% of all retail revenue in Vermont came in on that day alone. On average, only 37% of retailers keep their doors open on Sundays in Vermont, making it easily the slowest day of the week overall.
Among the businesses who did keep their doors open, Saturday was the busiest day of the week in terms of foot traffic, with Vermont retail businesses processing an average of 12 transactions per day.
Vermonters spend more per transaction on weekdays, with Tuesdays claiming the largest average ticket size of the week at $76.56 per ticket. Locals are the most frugal on Sundays, when lower-ticket-item shops are perhaps more likely to remain open than higher-end boutiques.
What time of year do retail shops in Vermont make the most money?
Vermonters clearly love to shop regardless of the season, but what does the average year look like from week to week at retail shops in Vermont? Let's take a look.
May was the biggest month of the year overall for retail businesses in the Green Mountain State, no doubt thanks to a huge lift from Mother's Day Weekend. The week leading up to the holiday was the 2nd biggest week of the year, and the week before that was the 5th.
While May may have been the biggest month of the year overall, the holidays was responsible for the single-biggest week of the year for Michigan restaurants: December 16th through the 22nd.
Top 5 days for Vermont retail businesses.
The holidays was responsible for the biggest day of the year, and a total of two of the top five days of the year overall. Valentine's Day was also big from a single-day perspective for retail shops in Michigan, accounting for the third biggest day of the year overall.
| #1 | #2 | #3 | #4 | #5 |
12/23/19 |
12/24/19 Christmas Eve |
2/14/19 Valentine's Day |
1/7/19 |
5/3/19 |
| Monday | Tuesday | Thursday | Monday | Friday |
Vermont retail shops on prominent days.
Retail shops look to events and holidays to generate big sales for their business. Here’s how prominent days rank compared to the average day.
| Day rank based on total sales | How much did restaurants that were open make? | ||||||||
| Day | Day Rank | Total rev vs avg | % of restaurants open | Avg rev | Rev vs avg | Avg txns | Txns vs avg | Avg ticket | Ticket vs avg |
| New Year's Day | 360 | -84% | 26% | $300 | -54% | 5 | -48% | $59.15 | -12% |
| Super Bowl Sunday | 340 | -73% | 32% | $432 | -34% | 11 | 17% | $37.85 | -43% |
| Valentine's Day | 3 | 131% | 89% | $1,313 | 101% | 21 | 116% | $62.17 | -7% |
| St. Patrick's Day | 358 | -83% | 30% | $286 | -56% | 9 | -6% | $31.16 | -53% |
| Easter Weekend | 39 | 44% | 92% | $785 | 20% | 11 | 15% | $69.84 | 5% |
| Easter Weekend | 104 | 20% | 89% | $683 | 4% | 11 | 7% | $64.98 | -3% |
| Easter Sunday | 362 | -88% | 13% | $471 | -28% | 6 | -39% | $78.48 | 17% |
| Cinco de Mayo | 348 | -75% | 36% | $353 | -46% | 8 | -13% | $41.61 | -38% |
| Mother's Day Weekend | 8 | 93% | 98% | $994 | 52% | 15 | 54% | $66.07 | -1% |
| Mother's Day Weekend | 6 | 95% | 92% | $1,063 | 63% | 17 | 72% | $63.31 | -5% |
| Mother's Day | 312 | -55% | 43% | $522 | -20% | 10 | -2% | $54.32 | -19% |
| Memorial Day Weekend | 30 | 50% | 98% | $769 | 18% | 11 | 8% | $73.01 | 9% |
| Memorial Day Weekend | 18 | 64% | 83% | $997 | 52% | 14 | 42% | $72.00 | 8% |
| Memorial Day | 329 | -67% | 36% | $471 | -28% | 11 | 11% | $43.47 | -35% |
| Father's Day Weekend | 47 | 42% | 94% | $757 | 16% | 10 | 2% | $76.03 | 14% |
| Father's Day Weekend | 176 | 4% | 87% | $605 | -8% | 10 | -2% | $62.96 | -6% |
| Father's Day | 343 | -74% | 43% | $305 | -53% | 7 | -27% | $42.56 | -36% |
| 50th of July | 363 | -88% | 17% | $348 | -47% | 14 | 48% | $24.12 | -64% |
| Labor Day Weekend | 80 | 27% | 91% | $708 | 8% | 11 | 12% | $64.48 | -4% |
| Labor Day Weekend | 95 | 24% | 70% | $896 | 37% | 16 | 66% | $55.13 | -18% |
| Labor Day | 338 | -71% | 36% | $412 | -37% | 8 | -15% | $49.23 | -26% |
| Halloween | 296 | -32% | 85% | $407 | -38% | 6 | -41% | $70.09 | 5% |
| Thanksgiving Eve | 68 | 30% | 75% | $872 | 33% | 10 | 2% | $87.38 | 31% |
| Thanksgiving | 364 | -95% | 6% | $429 | -34% | 11 | 9% | $40.25 | -40% |
| Christmas Eve | 2 | 133% | 77% | $1,519 | 132% | 15 | 54% | $100.95 | 51% |
| Christmas Day | 365 | -98% | 8% | $127 | -81% | 4 | -57% | $29.94 | -55% |
| New Year's Eve | 301 | -36% | 68% | $473 | -28% | 9 | -11% | $54.40 | -19% |
Methodology
Womply analyzed daily revenue for over 40,000 retail shops in all 50 states, including Vermont, as well as the District of Columbia for all 365 days of the 2019 calendar year. Retail businesses were only included in the analysis if they qualified as small businesses, Womply had a full year of transaction history, and the business recorded multiple transactions per day, on average.