The Local Government Association (LGA) has included the research delivered by Enventure Research at the Birmingham Frankfurt Christmas market in its report looking at the local impact of Christmas markets.
The research was conducted on behalf of Marketing Birmingham, now part of the West Midlands Growth Company, in 2016 and was used by Marketing Birmingham and Birmingham City Council to further analyse the success of the Christmas market as well as its economical impact. Enventure Research has also delivered surveys with visitors the Christmas markets in Manchester every year since 2014 and delivered a small-scale survey of visitors to the Christmas market in Cheltenham last year.
The LGA’s report concludes that benefits of Christmas markets includes increased tourism, wider benefit to the town or city, increasing average spend per during Christmas time and appeal to a wider demographic. The report also suggests that smaller Christmas markets in particular could benefit from carrying out visitor research in order to evidence their impact. Visitor surveys also help market organisers establish visitors’ satisfaction with markets, suggestions for improvement, economic impact and awareness of marketing and sponsors, amongst other things.
If you are interested in undertaking research at your Christmas market, please get in touch – we would be happy to help!