Traders at Liverpool's Christmas Market have expressed shock after learning that the cost of some stalls has more than doubled compared to last year. Liverpool City Council has now responded to the concerns raised by stallholders who say they cannot afford to participate in this year's event.
For the past decade, the festive market at St George's Plateau has been operated by Clarke Events. However, this year, a new operator, Underbelly, has been appointed. The global events company already runs two of London's most famous festive events: Christmas in Leicester Square and Christmas in Trafalgar Square. With the new contractor come new prices, which several traders have told the ECHO they simply cannot afford. Liverpool City Council has stated that these Christmas markets, along with the one at Pier Head, are managed independently.
Traders' concerns
Alex Healy, 37, from Gateacre, has been selling handmade silver jewellery at the market from her stall, Pare de Bijoux, since 2021. She said she can no longer afford to trade after the cost of her stall more than doubled. Last year, she paid £6,780, including VAT and electricity, to rent a chalet for the six-week market. This year, 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."
Other traders the ECHO spoke to said stallholders are also expected to pay extra fees for waste disposal, internet, and a compulsory electronic point-of-sale (EPOS) system. An email seen by the ECHO, signed by the Underbelly team, lists additional charges for water and grey waste, chiller and storage space, electrical supply, gas safety checks, and a mandatory refundable deposit of £100 per metre. Electrical supply charges can reach as much as £6,400, depending on requirements.
Impact on businesses
Alex also claims that traders are not allowed to use their own card machines or accept cash under the new terms, and that payments from sales would be withheld for 90 days after the market ends, meaning she would not receive her takings until March. She said: "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."
Another affected business is Lewis and Lowndes, owned by Sarah-Jane Lowndes, 29, from Huyton. She runs an engraving keepsake business from a kiosk in Belle Vale Shopping Centre. She said the exposure from last year's market helped her secure the permanent kiosk earlier this year. With the new pricing structure, she said "everything has been put on hold". Sarah-Jane paid a similar amount to Alex last year but calculated this year's costs would total just under £15,000. She said: "It's just not doable at all. If it were 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."
Council response
Both traders fear the character of the market will change if fewer independent traders can afford a place, potentially becoming dominated by larger companies. Liverpool City Council has responded to the claims, while Underbelly has not yet commented. A council spokesperson said: "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."
The spokesperson added: "Designed to support local and independent businesses, Liverpool Markets offer a cost-effective way for traders to showcase and sell their products. Traders interested in taking part are encouraged to register their interest, with further details to be announced shortly." It is understood that Liverpool City Council could be in line to receive almost £2 million over the next three years from the Christmas Market, which operates at no cost to the local authority.
