Beverly Glover has been participating in holiday markets in Calgary for the past eight years, offering fruitcakes and various treats. Over time, as the co-owner of Two Old Crows Confections, she has witnessed a significant expansion in Calgary’s Christmas market scene, with numerous craft fairs emerging, some even starting as early as October.
However, Glover has started to observe the impact of a saturated market. After experiencing a decline in sales following a successful period of about five years, she discovered that other vendors had encountered similar challenges. The general consensus among vendors was that there is an oversaturation of markets in the city.
A simple search on Google for holiday markets in cities like Calgary or Montreal reveals a multitude of upcoming events in various venues such as community centers, malls, retirement centers, and churches. Yvonne Bamlett, an organizer with Calgary’s Springbank Christmas Market for almost four decades, noted a significant increase in the number of craft fairs, indicating a growing competition for consumer spending on handcrafted items.
According to retail analyst Bruce Winder, the proliferation of Christmas markets mirrors the strategy employed by department stores, which introduce holiday-themed products early to extend the shopping season. However, Winder pointed out that for some consumers, the abundance of holiday shopping opportunities can become overwhelming and off-putting, especially during tough economic times.
While some organizers believe that the growing number of holiday markets expands the overall market rather than diluting it, others like Melina Serangelo, co-founder of Collectif Créatif Montréal, acknowledge the concerns of oversaturation. Serangelo emphasized the importance of supporting local vendors to offer unique gifts and stimulate community spending.
Charlene Delisle, CEO of Delisle Marketing and Events, is optimistic about the upcoming launch of a new one-day holiday market in Calgary. She believes that there is room for various markets catering to different customer preferences and price points, as long as the market distribution remains balanced to avoid oversaturation in specific areas.
For market-goer Tara Sousa, the wide array of holiday market options poses a challenge in selecting the most suitable ones for her family. Sousa highlighted the need to consider factors like family-friendly activities, accessibility, and admission fees when choosing which markets to attend, especially with limited time and budget constraints.
In navigating the competitive holiday market landscape, Deslise emphasized the importance of highlighting a market’s unique offerings to attract customers. Winder stressed the significance of maintaining freshness and relevance in market offerings to sustain consumer interest and engagement.
Despite facing challenges in the oversaturated market, Glover remains resilient, maintaining sales through loyal customers and expanding her reach to markets outside Calgary. In smaller communities like Cremona, Alta., with less competition, vendors may find a less crowded market environment to showcase their products.