“Estimated gross sales” is one field on the application, and it is the one first-time applicants second-guess most.
The short answer
It means total gross sales for the entire time the business is open this season, not annual revenue for the whole year and not one good Saturday. If your patch runs nine weeks and expects to take in $90,000 across all of it, $90,000 is the number.
What to include
Every dollar the operation expects to collect on the property during the season: pumpkins, gate admission, maze and hayride tickets, wristbands, cider and kettle corn, photo sessions, mums and cornstalks, gift shop items. Underwriters use the figure to size the risk rather than to calculate your taxes, so a realistic full-season estimate serves you better than a cautious low guess.
What not to include
Revenue from a business you run the rest of the year does not belong here. Only the seasonal operation this application covers. A working farm that sells hay and soybeans through the summer reports the patch, not the farm.
If you are opening for the first time
With no prior year to work from, build the estimate rather than pulling a figure out of the air. Take your expected cars per weekend, an average spend per carload, and the number of weekends you will be open. That arithmetic is a defensible estimate, and it is what an underwriter would do with the same information.
Why rounding down backfires
Understating sales to try to lower a quote can create a mismatch if a claim happens and the real figures surface during a review. An honest number up front is the more reliable path to accurate pricing.