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Are Christmas markets losing their appeal?

Credit: Thred
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London, UK
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We’re only halfway through November, yet Christmas markets have been open across the UK for weeks already. Are these once-magical festivities becoming too blatant of a cash grab? 

Although the team at Thred always looks forward to our annual Winter Wonderland trip, we’re not oblivious to the fact that we’re basically queuing up to get scammed.

You know the drill: cosy wooden chalets, glittering trinkets, the wafting smell of grilled sausages, deep-fried churros, mulled wine and cider. These goodies promise to kickstart that holiday feeling overnight – but each of them come at a considerable cost.

The cost is so high that city-dwellers in Birmingham, Manchester, York and beyond are expressing grievances at the Christmas markets stalls emerging in their cities, which seem to be set up earlier and earlier each year.

When attending, they note that most vendors offer similar if not identical items, only with price tags that are expensive than ever. For families across England affected by the cost of living crisis, this feels like a slap in the face.

Christmas and capitalism have always gone hand in hand, but is it time to make a serious change to this approach?

Behind the allure of fake show and twinkly lights, locals are divided on whether Christmas markets are a valuable tradition or slimy cash grab.

Erring on the side of realism, asking visitors to drop £12 on a pint lager feels cheeky in an era when households are struggling with energy bills and inflation.

The cost-of-living hasn’t just caused us rethink how we spend our hard-earned cash, it’s made us be more critical of what we see as ‘worth’ spending our shrinking disposal income on.

But complaints arising from this year’s Christmas markets aren’t just economic. Poor urban planning and a disregard for local retailers are causing shopkeepers to sound the alarm on markets that have longer leases than ever.

Many cities have lengthen leases to make them two-month long events, hoping to draw in millions of visitors and generate extra revenue.

 

But while holiday markets might boost tourism, the benefits don’t always trickle down to local businesses or residents.

Independent cafés, pubs, and shops located outside the immediate market area often report a decline in foot traffic during the holiday season.

Not to mention, the repetitive nature of markets with their endless rows of food and drink stalls often competes with local vendors rather than supplementing the existing economy.

The impact of Brexit has also tarnished the authenticity once felt at UK’s Christmas markets which were inspired by those dotted across Europe.

European traders now face greater logistical and legal hurdles, turning what was once a cultural exchange into a become a blanket experience where local vendors attempt to stand in, but end up offering repetitive or uninspired, overpriced goods.

Christmas markets once encouraged a sense of community and celebration, but they now emphasise the inequalities and pressures of modern life.

To restore their magic, Christmas markets must evolve. City councils should rethink how these events are designed, where they are located, and ensure that they offer a variety of goods to the communities they serve.

Instead of being set up as huge, repetitive commercial funfairs, they could benefit from smaller, localised markets that showcase community creativity.

This would not only help to improve affordability, but restore the wonder and novelty that once defined local Christmas markets. Surely, all is not lost!

Senior Writer & Media Coordinator London, UK

I’m Jessica (She/Her). Originally from Bermuda, I moved to London to get a Master’s degree in Media & Communications and now write for Thred to spread the word about positive social change, specifically ocean health and marine conservation. You can also find me dipping my toes into other subjects like pop culture, health, wellness, style, and beauty.  Follow me on Twitter, LinkedIn and drop me some ideas/feedback via email.

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