Liverpool Christmas Market traders are facing a drastic price increase for the 2026 event, with stall costs more than doubling compared to 2025. Many independent businesses say they can no longer afford to participate after new operator Underbelly introduced a fee structure that has shocked the local trading community.
New Operator Brings Higher Costs
The market, which has run for a decade outside St George's Plateau and expanded to Pier Head with an ice rink and Santa meet-and-greets, attracts around half a million visitors over six weeks. Previously operated by Clarke Events, Liverpool City Council has appointed Underbelly, a global events company that runs Christmas in Leicester Square and Trafalgar Square, as the new operator for 2026.
In correspondence seen by the ECHO, Underbelly contacted traders seeking expressions of interest. The ECHO approached Liverpool City Council and Underbelly for comment, but neither was able to respond.
Trader Stories: Costs More Than Double
Alex Healy, 37, from Gateacre, has sold handmade silver jewellery at the market through her stall Pare de Bijoux since 2021. Last year, she paid £6,780 including VAT and electricity for a six-week chalet. This year, she says the total cost has risen to just under £14,000 before additional charges. She told the ECHO: "I physically cannot afford to do this market now. I looked at the application, and it says hut fee, £2,000. I thought, 'Oh my God, this is so cheap.' Then there was a pitch fee of around £7,700, and then I realised that had to be paid on top."
Traders are also expected to pay extra fees for waste disposal, internet, and a compulsory electronic point-of-sale (EPOS) system. Additional charges include water and grey waste, chiller and storage space, electrical supply (up to £6,400), gas safety checks, and a mandatory refundable deposit of £100 per metre. Alex claims traders cannot use their own card machines or accept cash, and sales payments would be withheld for 90 days after the market ends, meaning she would not receive takings until March.
Alex added: "I spend all year making jewellery to prepare for the Christmas market. Because they've left it so late to award the contracts and tell traders, I can't apply for other Christmas markets because they're all full." She has been on maternity leave and relied on the market income, but now faces a shortfall.
Impact on Other Businesses
Sarah-Jane Lowndes, 29, from Huyton, runs engraving business Lewis and Lowndes from a kiosk in Belle Vale Shopping Centre. Last year's market exposure helped her secure the permanent kiosk, but this year's costs total just under £15,000. She said: "It's just not doable at all. If it was only the increased cost, you could maybe debate doing it, but when they're also taking money from your sales, it's just not doable whatsoever." She described the news as "heartbreaking" and noted the market's community atmosphere.
The owner of Loaded Nachos, a food trader who asked not to be named, calculated that combined costs would amount to almost £20,000 before commission. He estimated his business would need around £70,000 in sales to break even. He told the ECHO: "I've just put a spreadsheet together with what sales I'd need to do to break even and it's absolutely nuts." He noted that in 2024, the market was shut for a weekend due to wind, adding to the risk.
Trevor Moran, 47, and his wife Nicola, 41, from St Helens, run Pebble Moments, selling pebble frames and laser-engraved gifts. The market accounts for around 80% of their annual business, but they say it would be "crazy" to attend this year. Trevor said: "We make everything ourselves and we've invested a lot this year. We don't know what we're going to do now. We looked at Chester, we looked at Manchester, but we can't get into either of them."
Concerns Over Market Character
Both Alex and Sarah-Jane fear the market will lose its character if independent traders are priced out, potentially becoming dominated by larger companies. The ECHO previously reported that Liverpool City Council could receive almost £2 million over three years from the market, which operates at no cost to the authority. The council was unable to confirm the new contractor until the end of July.
