Beverly Glover, the co-owner of Two Old Crows Confections, has been participating in Calgary’s holiday markets for eight years. Over time, she has observed a significant increase in the number of Christmas markets in the city, with some starting as early as October. This surge in market offerings has led to what appears to be market saturation, impacting vendors like Glover.
After experiencing a decline in sales following several successful years at a market, Glover discovered that other vendors had encountered similar challenges. The general consensus among vendors was that the market has become overcrowded, with “too many markets” competing for shoppers’ attention.
A simple online search for holiday markets in cities such as Calgary or Montreal reveals numerous upcoming events at various venues like community centers, malls, retirement centers, and churches. Yvonne Bamlett, an organizer with Calgary’s Springbank Christmas Market, noted the proliferation of craft fairs, attributing it to an increasing number of individuals entering the market.
Retail analyst Bruce Winder highlighted that the abundance of Christmas markets mirrors the strategy employed by department stores, aiming to extend the holiday shopping season. However, the saturation of markets could overwhelm consumers, potentially leading to disinterest or fatigue due to the early exposure to holiday-themed shopping experiences.
Despite the challenges posed by the expanding market landscape, Melina Serangelo, the co-founder of Collectif Créatif Montréal, believes that the increasing number of markets indicates a growing interest in such events. She emphasized the positive impact of supporting local vendors by offering unique gifts and contributing to the community’s economy.
Charlene Delisle, CEO of Delisle Marketing and Events, expressed optimism about the diversity of holiday markets catering to different customer preferences and price points. She suggested that as long as markets are strategically distributed and offer distinct offerings, they can all thrive without oversaturating a specific area.
Market enthusiast Tara Sousa shared her struggle in navigating the multitude of market options to find family-friendly events that suit various preferences and budgets. The challenge of selecting among numerous markets with varying attractions and costs has become a balancing act for eager shoppers like Sousa.
In conclusion, while the growing number of holiday markets presents challenges for vendors and shoppers alike, strategic planning and differentiation in offerings can ensure the success and appeal of these festive events. Despite the competitive market environment, vendors like Beverly Glover continue to adapt and thrive, leveraging loyal customer support and exploring new market opportunities beyond urban centers.