Not only do Christmas markets create a friendly atmosphere, but they also generate a lot of footfall! The footfall in Christmas markets throughout the UK is increasing year by year, so they are the ideal place to get your brand seen by hundreds or thousands of potential customers. In 2017 for example, the famous Christmas market in Scotland’s capital, Edinburgh, attracted 919,344 visitors over six weeks. This incredible attendance generated £113m for the Scottish economy. It wasn’t just Edinburgh either. Data collected by the Local Government Association tells us that total visitor spend in Christmas markets throughout the country was around £500 million in 2017, with most seeing a massive increase in out of town visitors.
Would you appreciate some advice, to help your brand tap into this golden opportunity? Using our guide below, get in on the hype, make some extra money over the Christmas period, and skyrocket your brand visibility.
1. Get registered for your local Christmas markets
When it comes to Christmas market registration, you need to be organised. Most applications open over summer, so hopefully you’ve already got your place secured for 2019! If not, it’s never to early to start planning ahead for Christmas 2020 so that you don’t miss the boat. The website of your local council should be your first port of call when you’re looking to register.
2. Perfect your branding
Christmas markets are great for upping your profit margins, but never underestimate what they can do for you brand visibility (which will be more important in the long run). Before setting up at a market, make sure that your branding is clear, cohesive, and memorable! Show off your brand via eye-catching printed outdoor banners, bold business cards, punchy posters, and other methods. Remember, you’ll have a lot of competition in a very small space — if you don’t wow passers-by instantly they will move onto the next stall and you’ll leave empty handed.
3. Bring the right products
Christmas markets are crowded with products, so make sure what you bring to the table really stands out! Unoriginal items will fall by the wayside, so really have a think about what is likely to sell. Remember, people choose to shop at markets to find something a little different, that will feel personal and really impress a loved one. They will most likely be uninterested in anything they could just pick up in a shop. Add a personal touch to a classic gift or try and think up something totally unique.
4. Focus on your customers and have a bit of fun!
It is important to remember that customers are here for the entire experience, not just to pick up a quick gift. As you already know, customer service goes a long way. This is even more important in the context of Christmas markets. If you’re having a good time, the fun atmosphere will radiate from your stall and the customers will be drawn in.
5. Sit back and watch your brand grow
Once the frantic but fun period of Christmas markets is over, it’s time to take a deep sigh of relief. Hopefully, your stock has flown of your shelves, and is currently tightly wrapped at the bottom of Christmas stockings. But that’s not the end! Even after the market is over you brand will be rewarded with heightened visibility and an increase in your retail performance over the course of the year.
Sources
https://www.theguardian.com/travel/2018/nov/29/a-brief-history-of-christmas-markets
https://www.local.gov.uk/sites/default/files/documents/10.13%20Christmas%20Markets.pdf
https://www.staycity.com/blog/top-100-Christmas-markets-Europe/
