Jeweller ‘priced out’ of Liverpool Christmas market stall this year

When silversmith Alex Healy envisioned her eagerly anticipated return to her craft after maternity leave, the vibrant, festive atmosphere of Liverpool’s annual Christmas market was not just a pleasant memory, but a cornerstone of her business plan. For Alex, a dedicated artisan who has meticulously crafted and sold her unique jewellery at the iconic St George’s Plateau market since 2021, the event represented more than just a sales opportunity; it was a seasonal pilgrimage, a chance to reconnect with customers, and a vital source of income that helped sustain her independent enterprise throughout the year. The market, a beloved fixture in the city’s festive calendar, had consistently provided a robust platform for her handcrafted pieces, making her absence this year a particularly bitter pill to swallow.

However, the festive landscape has dramatically shifted this year, casting a long shadow over Alex’s plans and those of many other long-standing traders. A significant change in the market’s operational management, coupled with an astronomical surge in costs, means that for the first time in her five years of participation, Alex Healy will not be renting a stall. She, along with a chorus of fellow artisans and small business owners, finds herself unequivocally ‘priced out’ – a stark reality threatening the traditional fabric of one of Liverpool’s most cherished Christmas attractions.

The catalyst for this upheaval is the arrival of a new operator, Underbelly, a global events company that has taken the reins of the Christmas market this year. Alex recounts with dismay how the projected cost of securing a stall has effectively doubled, presenting an insurmountable barrier for independent traders. Last year, her investment for a six-week chalet rental, inclusive of VAT and electricity, amounted to £6,780. This year, under Underbelly’s new pricing structure, the total cost for the same chalet has soared to just under £14,000 – a staggering increase of over 106% before even considering additional, previously bundled, charges. This financial leap represents a formidable challenge for any small business, particularly one like Alex’s, which relies on carefully calculated margins and predictable overheads.

Compounding the basic rental increase, the new contract terms introduce a raft of separate charges that were previously integrated into the overall fee. Traders are now expected to budget independently for essential services such as water and grey waste disposal, chiller and storage space, and energy supply. What was once a straightforward, all-inclusive package has fragmented into a complex and considerably more expensive ledger, making financial planning a precarious exercise. For a silversmith like Alex, whose delicate creations require a secure and well-lit environment, these new stipulations add layers of logistical and financial strain that threaten to erode any potential profit margins, pushing her business into an untenable position.

Beyond the purely financial implications, Alex, 37, speaks passionately about the profound sense of community she has experienced during her time at the Christmas market on St George’s Plateau. For her, the market transcended a mere retail space; it was a ‘really great place to be,’ fostering a unique camaraderie among traders that blossomed into a ‘community, family feel.’ This spirit of mutual support, shared festive joy, and familiar faces – both fellow vendors and loyal customers – is now at risk. The absence of long-standing traders like Alex means not just fewer diverse products, but a palpable loss of the very soul and character that has defined the market for so many years. This communal bond, cultivated over half a decade, is an intangible asset that cannot be quantified in rental fees but is deeply felt by those who participate.

In response to the growing concerns from the trading community, Liverpool City Council, the authority responsible for awarding the tender to Underbelly, offered a perspective that some traders find difficult to reconcile with their lived experience. The council stated that the markets are designed to offer a ‘cost-effective way for traders to showcase and sell their products,’ asserting that the new operator would manage their own trader arrangements independently. The decision to award the tender to Underbelly, a global events powerhouse, was made earlier this year, signaling a strategic shift for the popular event, which has graced St George’s Plateau for a decade. The move was likely driven by a desire to refresh the market’s appeal and potentially attract a larger international audience, leveraging Underbelly’s extensive experience in managing high-profile festive events.

Underbelly, a company renowned for orchestrating large-scale cultural and festive spectacles, already boasts an impressive portfolio, including the management of two major festive events in central London, such as Christmas in Leicester Square and the Southbank Centre Winter Festival. Their proposal for Liverpool promised not just a continuation of the traditional market but an enhancement, notably featuring a new outdoor ice-skating experience, ‘Skate St George’s,’ set against the magnificent architectural backdrop of St George’s Hall. Ed Bartlam, co-founder of Underbelly, expressed enthusiasm for their new venture, stating, ‘Set against the magnificent backdrop of St George’s Hall, we’re looking forward to working with the local community to create a new seasonal highlight that complements Liverpool’s festive calendar.’ This vision undoubtedly played a significant role in their successful tender bid, promising an elevated, more dynamic festive offering for the city.

However, despite their grand plans and assurances of community engagement, Underbelly conspicuously refrained from providing a specific comment regarding the mounting concerns over the dramatic rise in costs for vendors. This silence has been interpreted by many as a lack of transparency and a potential disregard for the plight of the smaller, independent businesses that have historically formed the backbone of the market. While their focus appears to be on delivering a high-impact, headline-grabbing attraction like the ice rink, the foundational element of diverse, local craftsmanship and trade risks being overshadowed, or worse, entirely squeezed out. The absence of a direct address to the financial strain on traders suggests a potential prioritization of large-scale spectacle over the nurturing of local entrepreneurial spirit.

From the Liverpool City Council’s broader economic perspective, the Christmas Markets are undeniably a significant asset. The council highlights that these markets typically draw in excess of 500,000 visitors each year, generating ‘a significant economic boost to the city.’ This influx of tourists and shoppers contributes substantially to local hospitality, retail, and transport sectors. The tender process likely aimed to secure an operator who could not only maintain but also expand this economic impact, viewing the market as a powerful engine for city-wide prosperity. The challenge, however, lies in ensuring that this ‘economic boost’ is distributed equitably and doesn’t come at the expense of the very local businesses it purports to support.

Acknowledging the concerns, a Liverpool City Council spokesperson also pointed to alternative provisions for local businesses. They stated, ‘The operators at St George’s Hall and Pier Head manage their own trader arrangements independently, however Liverpool Markets will once again be organising festive pop-up markets in locations across the city during the Christmas period.’ These smaller, council-run markets are explicitly ‘Designed to support local and independent businesses’ and are presented as a ‘cost-effective way for traders to showcase and sell their products.’ While these pop-up markets offer a valuable lifeline, they typically lack the scale, footfall, and prime location of the main St George’s Plateau event. For traders like Alex, who have built a loyal customer base and brand recognition at the flagship market, these alternatives, while welcome, may not offer a comparable level of exposure or sales potential, effectively diminishing their overall festive trading season.

The situation faced by Alex Healy and other small traders is emblematic of a broader struggle confronting independent businesses across the UK, as inflation, energy costs, and now, increased market fees, squeeze margins ever tighter. The traditional Christmas market, often envisioned as a charming haven for unique, handcrafted goods, risks transforming into a more commercialized event dominated by larger vendors or those with greater financial backing. The ‘community, family feel’ cherished by Alex and her peers is an endangered species in an environment where profit margins dictate participation. The question arises: what impact will this have on the distinct character and authenticity of Liverpool’s Christmas market? Will it retain its local flavour, or will it evolve into a more generic festive attraction, indistinguishable from others operated by global companies?

Ultimately, the departure of long-standing artisans like Alex Healy from Liverpool’s primary Christmas market signifies a critical juncture for such beloved urban events. While cities strive to enhance their festive offerings and maximize economic return through partnerships with experienced operators like Underbelly, there’s a delicate balance to strike. The magic of a Christmas market often lies in its unique blend of local craftsmanship, community spirit, and the opportunity for small businesses to thrive. If the cost of entry becomes prohibitive for the very artisans who imbue these markets with their charm and character, the essence of the event risks being lost, replaced by a polished but potentially less soulful experience. For Alex, and many like her, the hope remains that a truly ‘cost-effective’ and inclusive platform for local talent can be preserved, ensuring that the spirit of Christmas trading continues to flourish for everyone.