Turnover growth at iconic Christmas market stalled by storm but overall spending per visitor still goes up
Stormy weather hit the number of people visiting Bath’s Christmas Market last year, new figures show, with total spending slipping back from 2023’s record figure.
A peak day’s trading was lost when the market, widely recognised as one of the best in the UK, was forced to close on December 7 due to Storm Darragh.
That reduced the total number of visitors from 450,000 in 2023 to 444,000 and helped push down its overall contribution to the city’s economy from £47m to 41.5m.
However, the average spend per person per day during the 17 days the market took place rose to more than £31 compared with less than £27 in 2023, organisers Bath & North East Somerset Council (B&NES) said.
A survey commissioned by the council also found that 73% of overall visitors said the market was their main reason for visiting the city.
Those staying overnight in Bath during their visit to the Christmas Market spent an average of at least two nights in the city, with 91% of these saying they would consider returning for a short break at another time of year.
Bath & North East Somerset residents made up just over a fifth of all visitors to the market – an increase on the previous two years. Some 58% of all visitors lived in the South West of England with 4% from overseas.
The analysis also showed the market, which was not staged in 2020 or 2021 due to the pandemic, supported more than 500 jobs and generated a £60.4m associated spend in the city.
A record-breaking number of South West stallholders took part in the market, with 85% of the 230 traders from the region. Some 40% of those who signed up for first time were based in Bath and surrounding areas.
B&NES cabinet member for economic and cultural sustainable development, Paul Roper, said: “We are delighted to receive these results showing another successful and popular Bath Christmas Market, which brings new money into the city and supports local trade.
“The overall £41.5m turnover for businesses and more than 500 jobs supported wouldn’t have happened without this magical event taking place.”
He said despite the loss of a peak Saturday’s trading due to storm events, it was clear the market continued to grow and the council was looking forward to celebrating its 25th anniversary this year.
“Planning is already well under way and we hope to welcome many residents once again, as well as visitors from further afield,” he added.
“We have received some fantastic feedback from both visitors and traders alike and look forward to repeating this success next year.”
Christmas market stallholder Josh Bevan of Bath-based Fat Giraffe Gifts, said: “It was an absolute pleasure to be part of such a well-executed event.
“From the exceptional organisation to the seamless communication, everything was so thoughtfully managed.
“We were proud to contribute to the festive atmosphere with our unique products, such as the Christmas ducks and handcrafted decorations, and it was wonderful to hear so much positive feedback from customers about how magical the market felt. The sense of community we experienced was second to none.
“We’re proud to have played a role in positively representing Bath’s local community and businesses throughout the market and have worked hard to advocate for local schools, projects, and other businesses in the area, showcasing how vibrant and collaborative our city can be.”
This Bath Christmas Market 2024 report presents the combined findings of a face-to-face survey of visitors to the market conducted between November 28 and December 15 and an additional online survey conducted between December 17 and January 6.
The market, which for many years has ranked in the top five of UK Christmas markets, will return this year on November 27 and will run until December 14.
