There are different types of Market in the UK. From Farmers Markets to Craft Markets and General Retail Markets. Each market will have a different type of customer, looking for different things. Whoever your customer is they will be looking for value for money or a bargain! We have been trading at all of these markets for over 15 years and we will look at the different classifications for markets and what that will mean for you and your brand.
market/ˈ
mɑːkɪt/
noun. a regular gathering of people for the purchase and sale of provisions, livestock, and other commodities.
The great thing about attending a categorised market is that it helps your potential customers to have an idea of what to expect and if it is the kind of stuff they would be interested to buy. Great for you because it will help you pre-select your ideal customer. i.e. Selling your ‘up-market food items’ at a car boot sale could have you returning home with all of your stock!
Farmers’ Market
The new Farmers’ market trend began in UK in 1997. Bath and Stroud were some of the first to emerge. They began as a way for smaller struggling farmers to make more profit for their efforts, thus cutting out the middle man. They have since become the by-word for healthier, fresher and humanely raised livestock, sometimes organic, not touched by unnecessary chemicals and usually coming from a radius of around 30 miles of the market. Since those noble origins, farmers are not the only stallholders. In order for these markets to survive (fewer small farmers) and to increase the stall uptake, the doors were opened up to small food and drink producers, be they home bakers, wine and beer makers or any secondary food producers. Farmers’ markets usually have more rigid rules as to who can trade at their events, emphasising the ‘locally produced’ aspect.
These markets do not run as regularly as a general market would, usually only once or twice a month depending on how popular it is with customers. Seasonality is also a key word here as certain fruit and vegetables are only available at certain times of the year, as are some meat products (e.g lamb or game).
The customer at a farmers’ market are more selective about their produce and may be more concerned about the provenance of their consumables.
Food and Drink Producers Market
These markets are a way for the organisers to attract food and drink producers who may otherwise not be permitted to attend a farmers’ market. They are essentially the same as a farmers’ market but will less restriction for the producer, i.e. distance travelled is not a limiting factor. Customers can also be a little less concerned about the ethical element of their food and drink.
Craft Market
Craft markets are where folk sell goods that they have made themselves. From knitted items and wood turned objects to soaps and beauty products to jewellery and bespoke clothing to unique artworks and ironmongery; all have a place at a craft market. These markets are not always as regular as a food market, usually around once a month or quarterly dependent on the venue and popularity of the event. Customers are always looking for that unique item, often as gifts and love talking to the maker and finding out about their craft.
General/Retail Market (Open Market – USA)
General markets are mainstay of British culture. Some are better than others and the footfall is reflected by this. In recent years the old type of retail market which only consisted of cheap goods is slowly changing. Where consumers are becoming more affluent in their needs so are the types of stall at the retail market. This general market is not limiting to specific niches and encompasses all of the other kinds of traders, including food, crafts and bric-a-brac.
Car Boot Sale
The car boot sale the UK version of a yard sale, flea market or swap meet. It is usually where folk bring their unwanted household goods to sell at very low prices. Great for finding a bargain and excellent for ridding your home of unwanted rubbish! From a selling point of view, unless you attend regularly with a niche product that is in demand, you will only make around £80. There is usually a burger van on site as well. Tables are around £5 per pitch and it often costs a few pennies to gain entrance (20p) or free.
Flea Market
A street market selling Second hand goods. The term flea market is less used for a market in UK, more likely to be a Car Boot Sale or an Antique Market. Pitch fees depend if it is more of an antiques feel or car boot feel. Generally higher end pitch fees though.
Antique Market
Antique markets a great place to find hidden treasures from the past but also good whether you are a seasoned dealer or merely dabble. Considered a social venue, to not only sell your wares but find items that you may be a specific collector of. So seller also becomes a buyer. Pitch fees are usually higher than a normal market stall though – instead of the usual £20+ instead look at £50+ Antique Markets are usually held at larger venues, (not always inside) at airfields and traditional show venues.
Charter Market
A Charter Market in UK is a market or fair that was established by the authority of the reigning monarch, many dating back to the middle ages, where particular markets were protected by law and only allowed to operate on certain days of the week (e.g. Cirencester has a charter market in Gloucestershire on Mondays and Fridays, and mentioned in the Doomsday Book – courtesy of William the Conqueror in 1086.). No other market was allowed to be set up within 6 and two-third miles – as the crow flew. The reason for this very specific distance was that 20 miles was considered an amount a person would walk in a day. The distance was split up into three parts. First getting to market, then walking around the market, then getting home from the market. It was a way to stop rival businesses from setting up nearby and affecting the established trade. A similar unspoken thing goes on today, not letting competing items on a market, thereby protecting the established traders.
All markets have their own character and own particular type of customer. Sometimes the customer is dictated by the town that the market is in or the type of market. For example, on your market selling travels you will notice that some of your items always sell better in a particular town and others will sell better elsewhere. You will know which type of market will suit your brand and your wares better than anyone.
Good luck finding out!