Beverly Glover has been part of Calgary’s holiday market scene for eight years, specializing in fruitcakes and other treats. Over time, she has witnessed a significant expansion in the city’s Christmas market offerings, with numerous craft fairs now starting as early as October.
However, Glover has started to feel the impact of market saturation. After enjoying successful sales for about five years, she noticed a decline in her revenue. Conversations with fellow vendors revealed that they had encountered similar challenges, leading to a shared sentiment that there are now too many markets competing for shoppers’ attention.
A simple search for holiday markets in cities like Calgary or Montreal yields multiple upcoming events at various venues, including community centers, malls, retirement centers, and churches. Yvonne Bamlett, an organizer with Calgary’s Springbank Christmas Market for nearly four decades, remarked on the proliferation of craft fairs, noting that the market for handcrafted goods can only support a limited amount of spending.
Retail analyst Bruce Winder explained that the abundance of Christmas markets mirrors the strategy employed by department stores, aiming to extend the holiday shopping season by offering festive merchandise early. However, he cautioned that this approach could overwhelm consumers, especially in a year marked by economic uncertainties and financial constraints.
Melina Serangelo, co-founder of Collectif Créatif Montréal, acknowledged the increasing number of holiday markets in the city but remains optimistic, viewing the expanding market as an indication of public interest. She emphasized the value of supporting local vendors, highlighting the uniqueness of their products and the positive impact on the community.
Charlene Delisle, CEO of Delisle Marketing and Events, expressed excitement about launching a new holiday market in Calgary, emphasizing that there is ample room for diverse markets catering to different audiences and price ranges. She stressed the importance of avoiding oversaturation in specific areas to ensure the success of all market participants.
While the growth of holiday markets offers a wide array of choices for consumers, avid shopper Tara Sousa finds the abundance of options overwhelming. Balancing family preferences, budget constraints, and entrance fees poses a challenge when selecting which markets to attend.
In navigating the holiday market landscape, organizers like Deslise underscore the importance of highlighting unique selling points to attract customers. Winder emphasized the need for innovation and relevance in market offerings to sustain consumer interest and drive sales.
Despite facing challenges in a competitive market environment, Beverly Glover remains resilient, maintaining sales through loyal customer support and expanding her market reach beyond Calgary. In smaller communities like Cremona, Alta., with less competition, vendors may find a niche market to thrive in.
