High inflation and online shopping challenge Cardiff’s Christmas Market, leaving traders finding creative ways to attract cautious consumers.
As inflation bites and online competition rises, Cardiff’s Christmas Market faces its toughest challenge in years.
UK retail sales rose just 2.4% year-on-year in November, compared to 4.1% in 2023, according to the UK Office for National Statistics. With household budgets tightening, shoppers are prioritizing essentials over festive extras, leaving markets struggling to match last year’s sales.
“Living costs are reshaping shopping habits,” said James Gregg, a boutique owner at the market. “Customers prefer online deals; fewer visit markets for seasonal items.” His observations reflect a broader shift, with online platforms increasingly dominating holiday spending.
Black Friday also drew consumers online. Adobe Analytics reports that UK online sales on Black Friday 2024 grew by 8.5% to £1.6 billion, compared to £1.47 billion in 2023. Local traders in Cardiff say this trend has left markets struggling to retain foot traffic and boost sales.
Claire, who sells hand-painted glass mugs, shared her struggles: “Visitors enjoy the festive atmosphere but spend less. Many just browse instead of buying.” This sentiment is echoed by other traders, who report steady footfall but declining sales as cautious shoppers tighten their budgets.
Liam Taylor, a Boots employee with four years of experience, observed: “This year, fewer people visited during Black Friday compared to previous years. Most shoppers prefer our website for better price comparison and convenience.”
Shoppers have taken notice of this trend. Local resident Sarah Morgan said, “I love the market’s atmosphere, but online shopping feels cheaper and easier during tough times like these.” Her sentiment reflects a growing preference for convenience and competitive pricing over in-person experiences.
Some traders are adapting with interactive elements. Emily Davies, a glassblower, said: “I started offering live glass-blowing demos so customers can see the skill behind my work. It’s helped convert curiosity into sales and kept people engaged longer.”
Evening discounts are also drawing crowds. “We’ve started ‘happy hour’ deals after 6 PM to encourage people heading home to stop by,” said Paul Evans, a vendor selling gourmet snacks. “It’s helped boost evening sales noticeably.”
Despite these challenges, traders hope the market’s unique festive offerings can draw more customers as the holidays approach. With the market open until December 23, many believe last-minute shoppers looking for one-of-a-kind gifts might still bring a surge in sales.