---
title: "What to do when Average Purchase declines"
description: "平均客単価が下がった時"
url: https://help.flow-insight.com/en/articles/520-what-to-do-when-average-purchase-declines
collection: "KPI troubleshooting & analysis"
updated: 2026-08-06
language: en
alternates: [ja]
---

# What to do when Average Purchase declines

平均客単価が下がった時

**Average Spend per Customer**can drop for two main reasons (**Average Product Price**and**Average Number of Items Purchased**). **Average Spend per Customer**is made up of**Average Product Price**and**Average Number of Items Purchased**. Start by checking the state of**Average Product Price**and**Average Number of Items Purchased**.

-   Many factors can affect average product price, but the main ones are discounting, promoting low/high price points, and product mix.
    
-   Many factors can affect the average number of items purchased, but the main ones are VMD, product assortment, and inventory conditions.
    

**If you'd like to learn more about**Average Spend per Customer, please watch the video.  
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