High inflation and online shopping challenge Cardiff’s Christmas Market, leaving traders finding creative ways to attract cautious consumers.
Cardiff’s Christmas market glows with lights and handmade goods, but inflation and online competition challenge traders.
Cardiff’s Christmas Market, a festive tradition since the 1990s, According to the UK Office for National Statistics, UK retail sales rose just 2.4% year-on-year in November, compared to 4.1% in 2023. as inflation rises and shoppers prioritize essentials, Cardiff Christmas market will face sales challenges.
“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 have left markets struggling to retain foot traffic and boost sales.
Claire, who sells hand-painted glass mugs said: “Visitors enjoy the festive atmosphere but spend less. Many just browse instead of buying. I’ve had to lower prices and offer small bundles to attract more buyers, but it’s still tough to compete with online discounts.”
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.
Although some traders are struggling, others are creatively adapting to attract sales. 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. Some customers even place custom orders after watching me work.”
Evening discounts are also pulling in crowds. “We’ve begun ‘happy hour’ deals after 6 PM to entice people going home to come in,” said Paul Evans, a vendor who sells gourmet snacks. “It’s definitely helped increase evening sales.”
With Cardiff’s Christmas Market now entering its final week, stall holders are hoping the seasonal cheer and individual wares will lure in latecomers. “We’re here to give you something unique that you cannot find online,” Claire said. “That’s what keeps the magic of Christmas markets alive.”