Beverly Glover has been vending fruitcakes and other treats at holiday markets in Calgary for eight years. During this period, the co-owner of Two Old Crows Confections witnessed the expansion of the city’s Christmas market scene, with numerous craft fairs emerging, some even commencing as early as October.
However, Glover now finds herself grappling with the consequences of what appears to be a saturated market. She observed a decline in her sales after five successful years at a market. Conversations with fellow vendors revealed that they faced similar challenges, all pointing to the conclusion that there are simply too many markets competing for attention.
A simple search on Google for holiday markets in cities like Calgary or Montreal yields an extensive list of upcoming events at various venues such as community centers, malls, retirement centers, and churches. Yvonne Bamlett, an organizer with Calgary’s Springbank Christmas Market for nearly four decades, noted the increasing number of craft fairs in recent years, indicating that the market is becoming overcrowded.
Retail analyst Bruce Winder explained that the proliferation of Christmas markets mirrors the strategy employed by department stores, aiming to offer holiday-themed products early to capitalize on an extended spending period. However, for some consumers, this abundance of options can be overwhelming and off-putting.
Despite the challenges posed by the growing market competition, some organizers view the situation differently. Melina Serangelo, co-founder of Collectif Créatif Montréal, believes that the market pie is expanding rather than getting divided into smaller portions. This sentiment is echoed by Charlene Delisle, CEO of Delisle Marketing and Events, who sees opportunities for all to thrive as long as the market is not oversaturated in a particular area.
On the other hand, market-goer Tara Sousa finds the abundance of options challenging as she navigates through numerous listings to find markets suitable for her family. Balancing accessibility, activities, and costs, she faces the dilemma of choosing from a plethora of markets while managing time and expenses effectively.
In conclusion, while the holiday market scene in cities like Calgary and Montreal is booming, both vendors and consumers are experiencing the effects of a crowded marketplace. As the holiday season approaches, the challenge lies in finding the right balance between offering diverse market options and preventing oversaturation that could deter potential shoppers.