This article was written by our expert who is surveying the apparel market and constantly updating the business plan for a clothing store.
The average transaction value (ATV) tells you how much revenue you earn per sale in a clothing store.
ATV = Total Sales Revenue ÷ Number of Transactions. In October 2025, typical in-store ATV ranges from $54–$90, and online fashion orders average around $196, driven by multi-item carts and bundling. Peaks around promotions and holidays can lift both order count and ATV.
If you want to dig deeper and learn more, you can download our business plan for a clothing store. Also, before launching, get all the profit, revenue, and cost breakdowns you need for complete clarity with our clothing store financial forecast.
For a clothing store, ATV is the clearest indicator of how well your pricing, product mix, and merchandising convert each shopper into revenue. Use it alongside unit economics (gross margin per order) to decide promotions, staffing, and inventory buys.
Below is a quick reference table you can use as a dashboard when you start or optimize your apparel business.
| Metric | Typical Value / Range (Clothing Store) | How to Calculate or Use |
|---|---|---|
| Total monthly revenue | $4,000–$12,500 (small stores) | Sum of all sales for the month; expect 50–100% higher in peak seasons. |
| Monthly transactions | 30–100 (small bricks-and-mortar) | Count each ticket; use POS exports to track daily/weekly cadence. |
| In-store ATV | $54–$90 per transaction | Total in-store sales ÷ in-store transactions; watch by weekday and staff. |
| Online AOV (ATV) | ≈ $196 per order | Website sales ÷ online orders; influenced by bundle offers and shipping thresholds. |
| Median vs. mean ticket | Often similar ($20–$50 per item) | Check for skew from premium items; median is robust to outliers. |
| Promo/seasonal uplift | +50% to +100% vs. quiet months | Compare ATV and order count for promo periods vs. baseline weeks. |
| Repeat vs. first-time | Repeat spend is 2–2.5× higher | Segment customers by first vs. returning; monitor loyalty impact on ATV. |
| Category differences | $20–$50 per garment; $100+ for premium | Track ATV by men’s, women’s, kids, accessories, outerwear, and occasions. |
| Payment method effect | Higher with cards/digital wallets | Group tickets by tender type; optimize contactless for speed and add-ons. |
| 12-month trend | +8–10% YoY online ATV | Chart monthly ATV; annotate promos, launches, and inventory events. |
What is the total sales revenue for a month or quarter?
Total sales revenue is the sum of all money your clothing store collects from sales in the chosen period.
For small apparel stores, monthly revenue often falls between $4,000 and $12,500, with peaks up to 50–100% higher during major seasons. To compute, export sales from your POS and e-commerce backend and sum by month or quarter.
Track revenue in parallel by channel (in-store vs. online) to understand seasonality and marketing impact. Use a rolling 3-month average to spot momentum beyond one-off spikes.
Set a clear monthly target (e.g., $20,000) and tie staff incentives to both revenue and ATV to avoid discount-heavy tactics that erode margin.
You’ll find detailed revenue templates in our clothing store business plan, updated every quarter.
How many transactions happen in that same period?
Transaction count is the number of individual sales tickets in the period.
New clothing stores commonly see 30–100 monthly transactions (about 1–3 per day) before local awareness builds. Larger or well-located stores can exceed several hundred per month once traffic and assortment mature.
Chart transactions daily and weekly so you can match staffing to demand and protect conversion on busy days. Compare footfall (or sessions online) to transactions to monitor conversion rate.
Increasing transactions without tanking ATV requires curated add-ons, newness drops, and precise promotions rather than blanket discounts.
We cover traffic-to-sales tracking in the clothing store business plan.
What does the distribution of transaction values look like—are there peaks or clusters?
Most clothing stores see tickets cluster around low-to-mid price points, with occasional higher-value spikes during promos or premium purchases.
The core cluster typically reflects $20–$50 items and 1–2 units per ticket in-store; spikes occur when shoppers add outerwear, footwear, or multiple outfits. Expect more multi-item clusters online when free shipping thresholds or bundles apply.
Plot a histogram of ticket sizes weekly; stable clusters indicate consistent merchandising, while widening tails can signal effective add-on tactics. Tag promo days so you can separate sustainable ATV from discount-driven spikes.
Use clustering insights to build “good-better-best” displays that naturally lift unit count without deep discounts.
| Ticket Band | Share of Orders | What Typically Drives This Band |
|---|---|---|
| $0–$29 | 15–25% | Single low-price accessory or clearance item; impulse at checkout. |
| $30–$59 | 30–40% | One core apparel piece (top/tee/shorts) at mainstream price point. |
| $60–$99 | 20–30% | Two mid-priced items or one premium piece; often staff-assisted. |
| $100–$149 | 10–15% | Outfit bundle (top + bottom) or outerwear on promotion. |
| $150–$249 | 5–10% | Multiple items plus accessory; triggered by threshold offers/free shipping. |
| $250–$399 | 2–5% | Seasonal coat/shoes + outfit; VIP or repeat customers. |
| $400+ | 1–2% | Designer pieces or event shopping; often pre-planned purchases. |
What is the median transaction value and how does it compare to the mean?
In clothing stores, the median transaction value is usually close to the mean because extreme outliers are rare.
With most items priced $20–$50, both median and average in-store tickets often land between $54–$90, while online averages cluster near $196 due to larger baskets. If your mean greatly exceeds the median, a few big orders may be masking a weak core.
Monitor both metrics monthly; a rising median confirms broad-based improvement in ticket size, not just occasional premium sales. Use decile analysis to see whether gains are happening across the distribution.
Align staff goals to median ticket and units per transaction to encourage consistent attachment selling.
This is one of the strategies explained in our clothing store business plan.
How do transaction values differ between online and in-store?
Online average order values are typically higher than in-store in apparel.
Online ATV often reaches ≈ $196 due to bundling, cross-sell widgets, and shipping thresholds, while in-store averages commonly sit between $54–$90. Customers also shop online less frequently but buy more per order.
Design channel-specific tactics: in-store focus on attachment at fitting rooms and checkout; online emphasize bundles and cart reminders. Track ATV by channel weekly to allocate inventory and marketing spend.
Use unified customer IDs so you can see true omni-channel behavior and refine offers.
| Channel | Typical ATV | Key Drivers and Tactics |
|---|---|---|
| In-store | $54–$90 | Fitting-room advocacy, mannequin looks, checkout add-ons, limited-time in-store bundles. |
| Online (desktop) | $180–$210 | Bundles, “complete the look,” free-shipping thresholds, upsell modules on PDP and cart. |
| Online (mobile) | $160–$190 | Streamlined checkout, Apple/Google Pay, saved carts, push reminders. |
| Click-and-collect | $70–$110 | Pickup-point cross-sell (belts, socks), “while you’re here” displays. |
| Marketplace | $45–$80 | Lower AOV due to fee pressure; use multipacks or bundles to lift. |
| Social commerce | $40–$75 | Impulse-friendly; curate low-friction bundles and creator collabs. |
| Pop-ups/events | $80–$140 | Limited editions, event-exclusive bundles, premium capsules. |
How do promotions, discounts, and seasonal sales affect transaction values?
- ATV and order count usually rise together during major promotions; seasonal peaks can deliver +50% to +100% vs. baseline months.
- Threshold offers (e.g., “Free shipping at $75”) reliably lift online ATV by nudging extra items into cart.
- Sitewide deep discounts can inflate order count but compress gross margin; prefer curated bundles to protect profitability.
- Short, well-timed promotions (48–72 hours) create urgency without training customers to wait for sales.
- Track promo-adjusted ATV (excluding clearance) to measure sustainable gains.
Do repeat customers spend more than first-time buyers?
- Yes—repeat customers typically spend 2–2.5× more per order than first-time buyers in fashion.
- Although they may be a small portion of your base, repeat customers can drive ≈ 41% of revenue.
- Loyalty tiers, early access to drops, and personal styling appointments raise units per ticket.
- Measure cohort-level ATV 30/60/90 days post-acquisition to validate retention ROI.
- Design email/SMS flows to cross-sell categories (e.g., denim → tops → outerwear).
How does ATV vary across product categories (men’s, women’s, kids)?
ATV differs by category based on price points, outfit building, and accessory attachment.
Women’s often exhibits higher attachment (outfit building), men’s sees steadier basics, and kids benefits from multipacks and seasonal refreshes. Premium outerwear, denim, and footwear anchor higher tickets across all segments.
Track ATV by category weekly; merchandise cross-category bundles (“whole look” mannequins) to lift units per sale. Use endcaps and PDP “complete the look” to tie categories together.
Rebalance space and ad spend toward categories with the strongest ATV and margin mix.
| Category | Typical Item Price | ATV Drivers and Notes |
|---|---|---|
| Women’s apparel | $25–$70 | Outfit bundling (top + bottom + accessory); strong promo response. |
| Men’s apparel | $25–$80 | Fewer items per ticket but higher single-item prices (outerwear, denim). |
| Kids’ apparel | $10–$35 | Multipacks, seasonal sets; high frequency but lower item price. |
| Footwear | $40–$150 | Anchors high-value tickets; attach socks/insoles/care kits. |
| Outerwear | $60–$250 | Seasonal spikes; feature financing/layaway to close higher tickets. |
| Accessories | $8–$40 | Key for add-on sales at checkout and PDP cross-sells. |
| Occasionwear | $50–$200 | Event-driven; style the full look to maximize units per order. |
How do upselling and cross-selling influence ATV?
- Effective attachment selling raises per-ticket revenue by roughly 10–25% without heavy discounting.
- In-store: fit-room assistance, mannequin “complete looks,” and counter accessories drive add-ons.
- Online: PDP recommendations, cart add-ons, and bundles increase units and protect margin.
- Set team KPIs around “units per transaction” and “accessory attach rate” to institutionalize behavior.
- Create pre-built bundles (e.g., denim + belt + tee) priced to a round number to reduce decision friction.
This is one of the many elements we break down in the clothing store business plan.
Do payment methods (card, cash, digital wallet) change transaction size?
Yes—cards and digital wallets typically correlate with higher tickets than cash in apparel.
Frictionless checkout makes it easier to add one more item; contactless also speeds lines so staff can maintain service quality during peaks. Online wallets reduce cart abandonment and allow quick bundle acceptance.
Break down ATV by tender weekly to spot gaps; if cash ATV lags, reposition low-priced add-ons near the register. Offer buy-now-pay-later judiciously on higher-ticket outerwear and footwear.
Ensure your POS supports one-tap wallet payments and integrated loyalty so you capture customer IDs on every sale.
| Payment Method | Observed ATV Pattern | Actionable Tactics |
|---|---|---|
| Cash | Lowest | Place <$15 add-ons at checkout; offer round-number bundles. |
| Credit/debit card | Medium to high | Prompt for accessories; receipt-linked loyalty enrollment. |
| Digital wallets | High | Enable tap-to-pay; surface “complete the look” during checkout. |
| BNPL (select items) | High on premium | Use for outerwear/footwear; monitor returns and fees. |
| Gift cards | Varies by balance | Encourage top-ups to hit thresholds; highlight add-ons. |
| Store credit | Moderate | Promote exchanges toward higher-margin categories. |
| Curbside/click-collect | Medium | Offer pickup-only bundles and counter displays. |
What is the trend in ATV over the last 12 months—any fluctuations?
Fashion e-commerce ATV has grown roughly 8–10% year-over-year, with seasonal peaks and off-season dips.
Expect the strongest ATV in November–December and at spring collection launches; slow months can sit up to 40% below peak. Local events (paydays, festivals, school calendar) also create visible bumps.
Plot a 12-month ATV line chart and annotate major promotions, price changes, and assortment refreshes. Align inventory buys and cash flow to this rhythm.
Use a 4-week moving average to reduce noise and reveal underlying momentum.
| Month | Relative ATV vs. Baseline | Typical Driver |
|---|---|---|
| Jan | -20% to -30% | Post-holiday lull; clearance emphasis. |
| Mar–Apr | +10% to +25% | Spring arrivals; occasionwear. |
| Jun–Jul | -5% to +5% | Summer basics; travel apparel. |
| Aug–Sep | +10% to +20% | Back-to-school; denim resets. |
| Nov | +30% to +60% | Black Friday/Cyber; threshold offers. |
| Dec | +40% to +100% | Gifting; cold-weather outerwear and footwear. |
| Rolling YoY | +8% to +10% | E-commerce growth, bundling, and better UX. |
How does your store’s ATV compare with industry benchmarks and competitors?
Use benchmarks to see if your clothing store’s ticket size is competitive for your concept and channel mix.
As of Oct 2025, online apparel ATV around $196 and in-store $54–$90 are solid reference points; boutiques in affluent locations may exceed these. Compare your ATV against peers with similar price tiers, categories, and customer profiles.
Build a comparison table by channel and category; repeat quarterly to track gains. Combine with margin per order to verify healthy profits—not just higher tickets.
Close gaps with bundles, curated looks, and targeted loyalty offers rather than blanket discounts.
| Benchmark Scope | Reference ATV | How to Use It |
|---|---|---|
| Apparel online (global avg.) | ≈ $196 | Set free-shipping thresholds 10–15% above your current AOV. |
| Brick-and-mortar apparel | $54–$90 | Train staff on attachment; test outfit bundles at $79/$99. |
| Boutiques (premium) | $120–$250 | Offer styling sessions and curated sets; BNPL for outerwear. |
| Marketplaces | $45–$80 | Bundle multipacks; direct traffic to your site for higher AOV. |
| Footwear specialty | $90–$160 | Add care kits/socks; highlight comfort tech upsells. |
| Kids’ apparel | $35–$70 (order) | Use multipacks and seasonal sets to lift units per order. |
| Urban vs. suburban | Varies 10–25% | Adapt price points and assortment to local incomes and occasions. |
What role do staff and store operations play in raising ATV?
Staff behavior and operational design directly influence units per ticket and attachment rate.
Prioritize fitting-room coverage, outfit-based merchandising, and rapid checkout to capture add-ons. Track individual associate metrics (UPT, accessory attach) and coach weekly.
Standardize “good-better-best” display flows and pre-built bundles to make add-ons obvious. Rotate front-table looks weekly to maintain novelty.
Use clienteling lists for VIPs and repeat shoppers to pre-sell outfits before launches.
Get expert guidance and actionable steps inside our clothing store business plan.
Which simple KPIs should I track to improve ATV fast?
Focus on a short KPI stack that links actions to results in your clothing store.
Start with ATV, units per transaction (UPT), accessory attach rate, and median ticket; add promo-adjusted ATV during sale periods. Review weekly in a 15-minute stand-up.
Set numeric goals (e.g., ATV +10%, UPT +0.2, attach rate +5pp) and tie to specific tactics (new bundles, fitting-room staffing). Run A/Bs on thresholds and bundles for two weeks each.
Use one dashboard for both channels so the team rallies around the same numbers.
It’s a key part of what we outline in the clothing store business plan.
How should I model margin when pushing ATV?
ATV only wins if margin per order also rises or at least holds steady.
Bundle complementary items with a small discount to lift units without eroding overall gross margin. Favor add-ons with high margin dollars (accessories, care products) instead of deep cuts on core apparel.
Monitor return-adjusted ATV online; high returns on premium items can erase gains. Review shipping cost vs. threshold settings monthly.
Use SKU-level margin to curate “attachment menus” at the counter and fitting room.
We cover this exact topic in the clothing store business plan.
Conclusion
This article is for informational purposes only and should not be considered financial advice. Readers are encouraged to consult with a qualified professional before making any investment decisions. We accept no liability for any actions taken based on the information provided.
Want to go further?
Explore step-by-step guides and tools to plan, budget, and grow your clothing store with realistic numbers and benchmarks.
Sources
- Shopify — Average Transaction Value
- Oberlo — Average Order Value (Fashion)
- Dor — How to Calculate & Increase ATV
- Alexander Jarvis — First-Time vs Repeat Buyer Revenue
- Growave — Repeat Customers in E-commerce
- Statista — Fashion Outlook
- FRED — Apparel Sales Series
- FashionUnited — Global Fashion Statistics
- Checkout.com — What Is ATV
- Dojo Business — Clothing Store Business Plan
-Clothing Store Business Plan: Complete Guide
-How Much Does It Cost to Open a Clothing Store?
-Clothing Store: Investment Recovery Time
-Budget Tool for a Clothing Store
-Monthly Costs of a Clothing Store
-Revenue per Square Foot in Clothing Retail
-Conversion Rate Benchmarks for Clothing Stores
-How Much Do Clothing Store Owners Make?
-Fashion Retail: Trends to Watch