Average ticket
Average ticket, also called average transaction value, is the amount a customer spends per purchase on average. It is total revenue divided by the number of transactions in the same period.
What average ticket is
If a café takes €1,200 on a Saturday from 150 transactions, its average ticket that day is €8. Together with the number of customers and how often they return, it explains almost every change in revenue: sales grow because more people come, because they come more often, or because each visit is worth more.
How it works for a café, salon or restaurant
- A café raises it by suggesting a pastry with the coffee at the till.
- A salon adds a treatment or a product to the service that was booked.
- A restaurant tracks it per table, so a set menu or a wine pairing shows up in the numbers.
Each of these adds a little to every visit instead of asking for more visits.
Loyalty can lift it too: a points card that earns on every euro spent gives a reason to add one more item.
What to watch
A rising average ticket is not always good news, because it also rises when small orders disappear, which means fewer customers. Read it together with the number of transactions, and compare the same days of the week, since a Saturday and a Tuesday are different businesses.
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