3 Mid-Year Metrics Every Bridal Store Should Be Tracking

Kylie Punke

You’re Due for a Pulse Check

Just like a bride checking the mirror one last time before walking down the aisle, mid-year is your bridal store’s moment to pause, reflect, and make sure everything’s on track. Are your numbers saying “I do” to success or are they hinting at a runaway year?

There’s no better month than June to analyze your numbers—you have enough data to draw some conclusions and enough time left in the year to pivot if needed. Not to mention, with bridal busy season behind you, there’s finally a bit more breathing room to focus on your business. It’s time to uncross those fingers and be intentional and responsive—let’s break down the three critical metrics that give you a clear snapshot of your store’s current health and help guide better decision making for the rest of the year. 

Metric #1: Appointment Conversion Rate (aka Closing Ratio)

As a bridal store owner, closing ratio is likely a term that you’re ultra familiar with and is the primary measure you use to evaluate the success of your store and stylists—it’s the percentage of appointments that result in a sale. Getting the appointments is one thing but closing the sale is an entirely different entity, yet you need both if you want your boutique to thrive and, let’s be real, survive. 

Why it Matters:

Closely monitoring your closing ratios is crucial because high traffic means little if conversions are low. If there is a low conversion, it could be a number of things—current inventory, pre-appointment processes, stylist training, appointment flow, marketing and advertising, scheduling options, etc. This is your first insight into what’s going well and what needs looked into further. 

Pro tip: Track your closing ratios on a team and individual stylist basis. Go a step further and monitor your closing ratios by day of the week or appointment time.  

How to Calculate it:

(# of Sales ÷ # of Appointments) x 100 = Closing Ratio Percentage (%)

What to Look For:

The bridal industry average is around 45-60%. Put simply: your goal is to convert the majority of your brides. If that’s not the case in your store, it’s time to look for some tweaks. Apply this benchmark to your team performance and individual stylist performance.

Pro tip: Monitor objections at both the store and stylist level to identify patterns—what’s keeping brides from purchasing, when it’s happening, and which stylists may need support.

How Poppy Helps:

As a Poppy user, you can easily track your appointments and sales, plus we have reports that calculate closing ratios for you. 

Appointment Count: Day of the Week

• Use this report to find out which day of the week brings in the most appointment bookings and which days lead to the most sales from those appointments.
• Filter options: Timeframe, appointment type, appointment status, department, and store.

Appointment Count: By Month

• This report shows which months bring in the highest number of appointments and which ones result in the most converted sales. Perfect for spotting trends, setting goals, and planning promos.
• Filter options: Timeframe, appointment type, appointment status, department, and store.

Closing Ratio

• Use this report to see how your team—or individual stylists—are performing when it comes to closing the sale, giving you a clear conversion rate. You’ll also see the total number of items sold, number of appointments, and the total sales dollars generated. Scroll down to view individual appointment details—including the bride’s name and sales amount.
• Filter options: Timeframe, appointment type, appointment status, department, and store.

Your goal is simple: more “yes” moments. With Poppy tracking your closing ratios behind the scenes, you can focus on supporting your team and turning more appointments into success stories.

Metric #2: Average Sales Order

This metric is exactly what it sounds like—the average amount spent per sale. In your boutique, this could include the gown, veil, accessories, packages, and alterations. Think of it as a peek into not just how many of your brides are buying, but how much each one is spending when they do.

Why it Matters:

Knowing your average sales order helps you measure the depth of each sale. It can indicate whether your stylists are upselling effectively, if your product mix is working, or if there’s potential to boost revenue without increasing foot traffic.

How to Calculate it:

(Total Sales Revenue ($) ÷ # of Sales Orders) = Average Sales Order ($)

Tips to Increase it: 

1. Train Stylists to Accessorize

Train your stylists how to pair complementary items in the moment, like veils, headpieces, or jewelry. It’s not about upselling—it’s about completing the look.

2. Bundle with a “Yes” Moment Offer

Create a package or offer that’s only valid when a bride says “yes” that day—like a discount on accessories, free steaming, or bridal swag.

3. Highlight Payment Plans

If you offer financing or payment plans, use them to make higher ticket items more accessible and less intimidating. Brides may be more open to extending their budget and adding upgrades if they’re spread over time.

How Poppy Helps:

If you’re using Poppy, you don’t have to do the math—your average sales order is already calculated for you, along with what was sold and how much each bride spent.

Ticket Trend

• Track your total ticket sales monthly or yearly—all in one report. This is a great way to spot sales trends and compare how your boutique is performing over time—see where you’re gaining momentum and where you need to pivot.
• Filter options: Year and store

Budget vs. Spend

• This report breaks down how your brides’ budgets compare to what they actually spent. You’ll see their original max budget, their bridal department sales, the total order price, and how much they were over/under budget. Looking for the big-picture view? You can apply filters to see overall totals across each of these categories.
• Filter options: Date type (sale date or event date), timeframe, and store

Sales Averages

• This report shows how each stylist is performing in terms of item quantity sold and total sales dollars—view this on a customer by customer basis or check on overall average items per ticket and average sale. 
• Filter options: Timeframe, employee, department, and store

Sales Per Hour

• An extension of the Sales Averages report—this report gives you a snapshot of who’s consistently moving product and bringing in revenue for your store. You’ll be able to view hours worked, total sales, and average sales per hours worked.
• Filter options: Timeframe, employee, and store

When you know your sales order trends, you know your potential. With Poppy calculating it for you, it’s easier than ever to grow your revenue. 

Metric #3: Sales by Department and Vendor

Now that you know how much revenue is coming in—and who’s driving those sales—it’s time to look at the inventory that’s making it happen. This metric’s aim is to show you how different departments (bridal, accessories, packages, tuxedos, prom, etc.) and vendors are performing and contributing to your total revenue. 

Why it Matters:

Sure, as a bridal store owner, there’s a high probability that your best performing department is bridal—as it should be. It’s important to take it a step further to see where else your money (and energy) is being focused. For example, if tuxedos only make up 5% of your total revenue, yet you have an entire room dedicated to them, perhaps it’s time to scale back or adjust marketing. Your business decisions should be guided by data, not just gut feelings—numbers provide the clarity you need to move forward with confidence.  

How to Calculate it:

1. Select a time period to analyze (January-June)
2. Calculate your total sales revenue for that time period
3. Group your departments and/or vendors
4. Calculate total sales revenue by individual department and/or vendor for that time period
5. (Department/Vendor Sales ($) ÷ Total Sales ($)) × 100 = Sales Percentage (%) 

How Poppy Helps:

If you’re a Poppy user, you can disregard the equations and calculations above—we do it for you! No headaches. No stress. Less human error.

Department Sales Trend

• Monitor how each department performs over a one year period. This report shows the total sales and the quantity of items sold per department, broken down by month—so you can easily spot seasonal trends and identify which areas are consistently driving revenue.
• Filter options: Year, department, and store

Sales by Vendor Trend

• See how each vendor is performing over the course of a year. This report breaks down monthly sales and item quantities sold by vendor—helping you make smarter buying decisions and evaluate which designers are performing.
• Filter options: Year, department, vendor, and store

Top Selling Special Order by Vendor

• Use this report to evaluate whether a designer’s performance justifies keeping them in your lineup—review quantity sold within a selected time range, total sales generated, and profit margin per vendor.
• Filter options: Date type (sale date or event date), timeframe, department, and store

By keeping a close eye on these three key metrics—and letting Poppy Bridal Software do the heavy lifting—you’ll have the insights you need to make smarter decisions, boost sales, and keep your bridal boutique thriving all year long.

Want to see how easy tracking these metrics can be? Book a demo or start here with our Get Started form.