In short: Average basket, also called average transaction value (ATV), is total sales divided by the number of invoices: what one customer spends on average per visit.
The full guide: How to increase shop sales
Work it out now: Average basket
Average basket is a simple number that says a lot about your shop. Formula: average basket = total sales ÷ number of invoices. If it rises, customers are buying more per visit. If it drops while the invoice count holds steady, you may be running short on items or shopping habits may be shifting. Sales = invoices × average basket, so lifting either one lifts sales.
Average basket and units per transaction
| Measure | Formula | What it tells you |
|---|---|---|
| Average basket (ATV) | Sales ÷ invoices | What a customer spends per visit |
| Units per transaction (UPT) | Items sold ÷ invoices | How many items a customer takes |
| Average item price | Sales ÷ items sold | Whether customers buy cheaper or dearer items |
In a Jordanian supermarket, the average differs between morning and evening, and between the start of the month after payday and the end of it. Comparing those periods shows when people spend more and when you need an extra cashier or an offer. Ghalleh's reports show the average invoice, the invoice count and the peak hours and days, so you can tell whether a change came from the number of customers or the size of their baskets.
How to raise your average basket
- Put complementary items next to each other, like tea, sugar and biscuits.
- Offer a small add-on at the counter.
- Try quantity deals such as the second at half price, then compare the average before and after.
- Keep wholesale apart from retail, because one big order lifts the average for a day without anything real changing.
A shop example
A supermarket in Amman takes JOD 1,450 in a day across 290 invoices, so average basket = 1,450 ÷ 290 = JOD 5. If the average rose to JOD 5.500 with the same number of invoices, daily sales would grow by 290 × 0.500 = JOD 145.
Common questions
Is average basket the same as average transaction value?
Yes, retailers use both terms for the same thing: the average a customer spends in one purchase. Some shops also track the average number of items per invoice.
Should I take refunds out first?
Yes. Take refunds out of sales before you divide, so the average does not look higher than it is.