# What is average transaction value?

Average transaction value is what a customer spends on a normal visit. It matters twice in loyalty. It tells you what a visit is worth to you. And how much it varies tells you whether stamps or points will be fairer.

Source: https://fidella.app/glossary/average-transaction-value
Last reviewed: 2026-08-30

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One of the two numbers you need to price a loyalty programme, the other being
gross margin.

## The spread matters more than the average

A narrow spread favours stamps, which are simpler and more contagious. A wide
one favours points, because under stamps a big order earns the same as a small
one and your best customers quietly subsidise your smallest.