Sheffield Christmas market is ‘not quite there yet’

This year's Christmas market, which has occupied Fargate in Sheffield city centre for the past two weeks, has received mixed reviews. 

After a boom in sales at the Christmas Light Switch-On, traders at the market have felt a dramatic drop in business as the event has gone on. From the 22 stalls available for hire this year, there are still two cabins unused and boarded up.

General information

• Sheffield Christmas market will be open until 24th December
• The market is open daily from 10am to 6pm (8pm on Wednesdays)
• This year's market includes a Moroccan market where you can find handmade goods from Marrakesh

With the market taking place on Sheffield's main high street, the traders have shared the traffic with the chain stores, but there is concern among the cabins that people are browsing, but not buying.

Fayaz Khan runs a jewellery and accessory cabin, which he has taken to Manchester and Birmingham Christmas markets in the past. Fayaz understands that Sheffield city centre is a smaller space than that of Manchester and Birmingham, but the lack of shoppers is causing concern. “Tryers are putting the hats on and looking in the mirror, but aren't spending,” he said.

Lewis Ayres, who runs a Christmas stocking cabin with his brother Dean, is also new to Sheffield's market. “Weekdays are no good”, Lewis said, “by the time the weekend comes, you make your money back, but then the week comes again and it's gone.”

One of the most popular stalls for the Sheffield market is the Cadbury's hot chocolate with Bailey’s cabin. Sarah Buttery who runs the cabin said “it is good that we've got something like this in Sheffield, because York and Leeds have them.” Compared to the bigger markets, however, she said, “it [Sheffield Christmas market] is just not quite there yet.”

Julie Wilson, Trade Co-ordinator and Consultant for Sheffield City Council, signed a three-year contract with the council, which means she will manage the Christmas markets until Christmas 2014. Julie said “we're hoping to just genetically grow rather than run before you can walk.”

However, some members of the public are disappointed with the extent of this year's market compared to previous years.  

Brandon Egley, Marketing Executive for GO Outdoors, is unimpressed by the size of this year's market. “There seems to be less of everything; less stalls, less food outlets,” he said. “It's not really a destination this year. It's a few stalls on Fargate and I can't imagine many people going out of their way to give it time.”

Student at The University of Sheffield, Carlota Calderon, said “it misses the Christmas spirit. I would like to hear some Christmas carols playing, some more colourful lighting and some ornaments in the stalls, like Christmas baubles or nativities.”

Julie confirmed that last year's market was considerably smaller, but said that “the year before, it was all in the Peace Gardens and it was a lot bigger. They had an ice skating rink and various food stalls, but it was a very bad winter with lots of snow and it wasn't commercially viable.” The market lost money in 2010 and was unable to bring the additional features back for 2012.

Christmas markets are becoming a huge feature for many cities across the country and they are relied upon more and more for unique Christmas gifts. “It's [the Sheffield Christmas market] always one of the best things about December,” said Brandon. “With all the markets we have over the year, I really thought Sheffield had embraced that sort of culture – but sadly it just hasn't happened.”

Julie understands that the market is not as successful as it could be, but her aim for the next two years is to learn from this year's flaws and do what she can to improve it.

by Laura Thompson