Southampton Christmas market vendors reveal sales struggles

The city centre market runs until January 5, and plenty of shoppers still head towards the stalls.

But while the footfall is strong, some vendors have struggled to make sales all season, leading them to question whether doing the market again next year will be worth it.

One stall owner, who wished to stay anonymous, is selling brownies at the market for the first time this year.

Despite the slow sales for vendors, the market remains busy, even after Christmas. (Image: Newsquest) He explained to the Echo that while plenty of people have passed by, not as many are actually buying anything.

“I think it’s the way of the world,” the vendor explained.

“We see people buying what they need for their presents, but nothing extra. Brownies are an extra, and people don’t have extra cash.

“But we’ve sold so little that we’re at the point whether we’re not sure if we’re going to do it next year, maybe not here, or at this market in a different position.”

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A farmer who sells locally-produced cheese agreed with the brownie seller.

A farmer selling local cheeses said his products are at the 'bottom of the pile' when it comes to budgeting through the cost of living crisis. (Image: Newsquest) The farmer said: “I’ve been here for two years and there seems to be a lot of people again this year.

“But people budget and we’re sort of the bottom of the pile in that. We’re the extras, we’re what people treat themselves with.

“If people can’t afford to treat themselves, they won’t, and we’re feeling that.”

The brownie seller said he is unsure whether he will return to next year's Christmas market. (Image: Newsquest) The brownie seller said that he thinks selling food luxuries could be ‘the wrong business’ and that stalls like his may be a ‘dying breed.’

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He suggested to the Echo that maybe vendors at savoury food stalls had had a better experience, but one member of staff at a hot food stall said people have only been spending small.

“Food at the market is expensive,” the staff member said.

“So we’ve seen people only buying chips, rather than a main option plus chips. Because if you don’t get that main option, you’re only paying half of what it costs, maybe £4 instead of £10, £12.

“We are wasting some food here, especially the more expensive stuff.”

'The market is a gamble'

At a different stall, a Saints fan who has been present at Southampton’s Christmas market since 2010 said the market has become ‘a gamble.’

Crowds gathered at the football merchandise stall. (Image: Newsquest) “I started in car boot sales when I was 13, then at 19 I did markets in Hythe,” the seller said.

“There are fewer people in town this year, I’ve noticed that for sure.

“People are buying online, and that’s a problem, but it’s nice to get out and talk to people.”

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The vendor explained that his sales rely on the performance of football teams, and that he has ‘caught a cold’ for a few years.

“Some things go out of date,” he said.

“Players get sold, that’s something you’ve got to be careful of.

“Or players get injured, like Ross Stewart, so when you’ve ordered 144 Ross Stewart mugs, it’s not very good.”

The Christmas Market in Southampton started November 15 and ends on Sunday.