Love Your Local Market 2012 National Report

Evaluation of Love Your Local Market 2012
Contents
1
2
3
4
5
Background and Approach.......................................................................................2
Executive Summary..................................................................................................5
National Survey of Market Managers......................................................................7
Impact on Footfall..................................................................................................18
Local Case Studies..................................................................................................22
Ludlow Market.................................................................................................22
Bolton Markets................................................................................................42
Portobello & Golborne Market.........................................................................67
Fleetwood and Poulton-le-Fylde Markets.........................................................84
Bradford (Shipley) Market..............................................................................105
6 Recommendations for Future..............................................................................125
7 Credentials...........................................................................................................128
1
Background and Approach
The idea for a National Market Day (which morphed into the Love Your Local Market
fortnight) was one of the 28 recommendations of the Portas Review into the future of the
UK’s High Streets.
The Review was published in December 2011, therefore there was precious little planning
time available between recommendations and the opening of the first Love Your Local Market
event on June 23rd 2012. Nontheless, it was clear there should be an independent assessment
of the effectiveness of the initiative and a collation of good and bad outcomes to inform
approach for any follow-up in future years.
ROI Team won the task to evaluate Love Your Local Market 2012 following a call for proposals
briefed by NABMA on behalf of funding partners the DCLG and the NMTF and we were
appointed in May 2012. ROI Team (www.roiteam.co.uk) pitched for this work in conjunction
with Town Centre Specialists MAKE Associates (www.makeassociates.com) and we have
worked with MAKE through all stages of this task from planning, through information
gathering, collation of information, and reporting and we thank them warmly for their
support.
The project brief centred around 3 lines of evaluation, which are reported separately in this
report:
National Survey of Market Managers
The objective here was to assess the impact of LYLM across markets nationally through the
perceptions and judgements of the professionals running participating markets, probing
dimensions such as:
How markets participated in LYLM
What they did and what they offered
Support offered to New Traders
Local impact of LYLM on market and town
Our objective was to evaluate the response from the managers of as many of the 281
participating markets as possible.
We devised a survey approach based on a user-friendly questionnaire, offering a range of
methods for completion in order to maximize response levels. Following active canvassing for
responses we were able to analyse returns from 139 market managers, representing well over
half of all markets that initially registered their intention to participate in LYLM.
Impact of LYLM on footfall in markets
An uncalibrated increase in footfall was an objective of LYLM, and ROI Team was briefed to
analyse this using whatever evidence could be found.
2
In fact we discovered that only 30% of participating markets claim to have any method for
assessing footfall, and only 7 of 281 participating markets measure footfall objectively.
To enable any form of assessment, we were fortunate to have co-operation from PFM (who
count foot traffic in markets electronically) and Springboard (who count foot traffic in town
centres). Both companies very helpfully provided data for analysis without charge.
Although the data provided is clearly not comprehensive, it does provide a very clear
indication of the effectiveness of LYLM in enhancing footfall, which is reported below.
We strongly recommend that the markets sector should consider setting up more modern
and effective systems for assessing the impact of national initiatives like LYLM on footfall and
also on market turnover.
Five Local Case Studies
We were tasked to assess the approach to LYLM and its impact on 5 specific markets and
town centres. These were:





Wyre Council (Fleetwood and Poulton-le-Fylde)
Ludlow
Bolton
Bradford
Portobello and Golborne Road
Our findings from these 5 markets are reported as individual Case Studies within this report.
In fact, as we imagined, the deeper information and experience gathered through these local
studies revealed insight, observation, witness and recommendations that have been very
valuable in informing the national picture – especially as regards best practice and
recommendations for the future.
For this important aspect of our work we identified the importance of on-the-spot
questioning and observation during the LYLM event. In response for each location we
assembled a fieldwork team comprising an ROI Team / MAKE leader with interviewers
recruited locally for their knowledge of the town, market, and shoppers. The backbone of
these studies was a slate of some 30 ‘Depth Interviews’ per location with all market
stakeholders i.e.





Shoppers/visitors
New Traders
Existing Traders
Nearby shopkeepers
Market manager(s)
3
Interviews were recorded via ink on paper, with our fieldwork teams supplementing
perceptions of LYLM in action by way of photos and video recordings of interviews.
In addition to ‘at the time’ observation by our fieldwork visit, we also wanted to assess the
medium term influence of LYLM on New Traders, town and market. Therefore in late
September / early October we made follow-up by phone with market manager and with as
many New Traders as we could.
Data and information from all three lines of research were collated and analysed in house by
ROI Team.
We have presented interim findings at the NABMA Conference in September 2012 (Local
Case Studies) and at a meeting of the DCLG Markets Working Group in November (National
Survey).
We thank NABMA, NMTF, and DCLG who commissioned our work and who have provided
support and advice at various points, our collaborators at MAKE Associates, and many market
professionals who have responded and supported our work with unfailing enthusiasm. We
thank you all for this opportunity and hope that our work will be informative and helpful for
future guidance.
Nabma wishes to thank Bizaar (www.bizaar.net) for their generous assistance in helping to
provide digital copies of this report to market professionals.
Andrew McCall
Managing Director
ROI Team
www.roiteam.co.uk
December 2012
4
Executive Summary
Our evaluation indicates that Love Your Local Market 2012 has successfully addressed its
major objectives:





We project that more than 220 markets participated nationally
Participating markets provided more than 2,000 pitches for New Traders to taste
market trading
Three months after the close of LYLM some 200 New Traders were still trading,
indicating a promising number of new market careers
Despite very poor weather, the event triggered an average increase in footfall of 3.9%
in participating markets (compared with a decline of 6.3% for all town centres for the
period – suggesting an ‘LYLM factor’ of more than 10%)
With no evaluation system available it is harder to endorse any increase in trading
revenue triggered by LYLM. But our consistent experience of other retail locations is
that an increase in footfall correlates with an increase in spend
There was a good spread of participating markets across England, with a concentration in
London and the NW. However take-up was very low across Scotland, NI, and Wales.
Evidence of the National Survey is that LYLM was best supported by bigger markets. Main
reasons given by managers for not participating are:
 Limited time to plan and set up
 Limited availability of management time and funding
Our exposure to the event at local level indicates a wide spectrum in levels of preparation,
resource provided, and levels and range of supporting activity. Whilst there are stories of
heroic levels of activity from tiny markets, the general picture is that well-resourced and wellorganised markets achieved the best outcomes and greatest impact from LYLM.
An expectation of the project was that New Traders introduced by LYLM would learn from
seasoned existing traders. Our perception however at all markets that we visited was that
New Traders had well developed skills for displaying their offer and in particular for engaging
potential customers at their stall. In fact the potential for learning was in both directions.
Unprompted awareness of the event was weak among all stakeholder groups. However when
prompted by the LYLM logo approximately half recognised the logo or recalled the Mary
Portas heritage.
Perception was that promotion was completely inadequate and that such promotion as there
was had been too inward-facing and not sufficiently targeted at shoppers. Certainly
awareness of the event was stronger among traders than among shoppers.
5
All stakeholders warmed to the concept of LYLM and readily identified the potential for
tangential wins such as:
 Work opportunities
 Training for young people
 Revitalising town centres
 Bringing new shoppers into markets
Managers told us that LYLM had increased the size of their market (25% agreeing against 0%
disagreeing); also the vibrancy of their market (almost half agreeing).
The concept of LYLM seemed to focus stakeholders’ minds on the value of their market to the
town, stimulating many requests for more active support by councils, investment in the
market, better promotion of the market etc.
Everywhere shopkeepers were entirely supportive of LYLM, recognizing that they stand to
benefit from a vibrant and changing market nearby. On the other hand some existing traders
were suspicious, fearing an erosion of product exclusivity, and expressing some resentment
about support given to ‘fair weather traders’.
Four fifths of participating markets made use of the LYLM logo. But only about half of markets
offered additional pitches (Portas’ ‘tables for a tenner’) to New Traders, reflecting challenges
in finding space in some markets, and possibly challenges with existing traders.
Markets recruiting New Traders always provided LYLM pitches at special rates. But the main
request from New Traders was for further and fuller support to them, such as training and
help with business planning. This was not well provided under LYLM, with only one market in
5 making use of the NMTF First Pitch package available in trial form, and a third of markets
providing some other form of local support for traders. Certainly there was very low
awareness among New Traders of further support available to them in any form.
There was overwhelming agreement from all stakeholders that Love Your Local Market is an
event well worth repeating. In fact all stakeholders believe that LYLM should be staged more
frequently in future years, with requests ranging from monthly to twice a year. Curiously noone supported the view that maintaining a once a year frequency preserves the status of the
event.
For the future there were many further excellent ideas from stakeholders. These, together
with our own recommendations drawn from our work, appear in ‘Recommendations for the
Future, section’ [page 124] of this report.
6
Love Your Local Market 2012
National Survey of Market Managers
What do Market Professionals Say?
7
Love Your Local Market – Survey of Market Managers
1 Approach
As part of their evaluation of Love Your Local Market 2012, ROI Team developed a survey of
Market Managers, to gauge the style and level of participation in the event. A standard selfcomplete questionnaire was sent by email to 281 markets who initially registered their
intention to participate in the event.
The questionnaire, which appears on the following page, was designed to be easy and swift to
complete and, as far as possible, to probe for fact rather than opinion. To encourage
completion we made it possible to complete the survey via various channels including:





Online
Via email
By telephone
By hard copy through the post
Face to face at the NABMA conference
We also prompted actively for completion by phone, email, and via Twitter.
The survey was closed on September 21st, and all who had been contacted were thanked for
their support (whether or not they had completed the questionnaire).
We received completed questionnaires from 139 markets, suggesting we have the views of
about half of all markets that registered interest and more than half of those that actually
participated. (We say this because typically managers responding to the survey often manage
more than one market).
8
9
2 Participation
Response was well distributed to provide genuine national
coverage, though a good concentration in the North West and
in London. In addition, we had 2 responses from Wales and
one from NI.
Participation by Method of Completion:
Markets that did not participate were much less
likely to complete the survey, and had to be chased
by phone.
Registered Interest and Confirmed Participation:
139 of the 281 markets that registered interest in Love Your Local Market responded in full.
Results show that the great majority of markets registering interest in LYLM did subsequently
participate, with almost 4 out of 5
registrants
following
through
to
participate.
LYLM 2012 came together at pace with
minimal time to secure additional
funding or to plan in any way. Managers
deciding not to participate indicate that
for many short notice and limited
funding / resource available was the
deciding factor.







‘Don’t have enough budget’
‘Already organising our own initiatives’
‘Lack of resource’
‘Timing was wrong’
‘Not enough time to organise’
‘No available space’
‘Not in our promotional calendar’
This may further suggest that smaller markets with tiny management resource were less likely
to participate.
10
How did markets participate in LYLM?
There was no definition nor any minimum requirement to qualify for ‘participating in LYLM’.
During our fieldwork visits to 6 markets during LYLM it because clear to us that there was a
wide spectrum in terms of the level of activity provided by markets. Our survey shows that of
participating markets more than 4/5ths used the LYLM logo. The offer to New Traders of
‘tables for a tenner’ was one of Portas’ specific recommendations and was a central objective
of LYLM. But only half of participating markets offered ‘tables for a tenner’ or otherwise
signed up New Traders. And only 4 markets out of 10 put up branded banners.
90%
80%
70%
60%
50%
40%
84%
72%
30%
57%
54%
52%
39%
20%
10%
0%
Used the
event logo
Put up
branded
banners
Undertaken
wider
PR/marketing
campaign
Signed up
first time
traders
Offered
'tables for a
tenner'
Other
How else did markets participate?
More than half of participating markets offered something not appearing on our list of
options. From the list below it can be seen that there was no end to the invention of market
managers!




Free Gazebos!
Small events to celebrate, a range of activities, entertainment, local competitions
Music in the market, flyers, car stickers
Promo bags, produced reusable bags with logo for traders to distribute
 Organised a free Enterprise Fair to provide support and mentoring to new
business start-ups
 Involved non profit making groups and schools/colleges
 Info packs for new traders
 Local Press
 Event to introduce New Traders to market trading, including information
sharing
 Q&A's with other traders and market operators
 Guided tour round the markets
 Competition for traders - best stall
presentation, best trader costume
 Invited local charities and organisations to
have a stall
 Flash mob dance to launch the campaign
11
Most of these ideas worked brilliantly and some did
not. We recommend there should be further
investigation of these support ideas with a view to
identifying the 10 most successful, with a Good
Practice Guide to recreating them.
3 Findings
Satisfying Demand from First Time Traders:
There was also a big spectrum as regards the number of First Time Pitches offered and the
number of New Traders attracted by different markets. In our experience the number of New
Traders attracted by any one market varied from 1 to 57 and the number of pitches offered
from 5 to 200.
Number of First Time Traders participated
Number of stalls available to First Time Market Traders
42%
26%
17%
24%
8%
None
1 to 5
5 to 10
10 to
20
11%
10%
20%
20 to
50
None
5%
more
than 50
10 or
less
24%
10 to 20 20 to 50
7%
6%
50 to
100
more
than
100
Exactly half of participating markets launched between 1 and 10 new market careers. The
largest number of markets (42% of participants) made between 1 and 10 pitches available for
New Traders, and 4/5th of markets were able to satisfy demand from New Traders.
Were you able to satisfy all demand
from the First Time Traders?
Not sure
6%
No 13%
Yes 81%
12
200 new market trading careers:
Based on conversion ratios established by this survey we estimate:
 281 markets registered intention to participate in Love Your Local Market
 221 (79%) did participate in a visible way in the initiative
 110 participating respondents to our survey introduced 964 New Traders during LYLM, an
average of 8.8 per market
 This indicates a total of 1,945 New Traders introduced to market trading by LYLM 2012
If we assume a continuation ratio nationally of approx 10% (as indicated by our follow-up
interviews) we can then project the success of LYLM 2012 in launching new market trading
careers: Love Your Local Market 2012 has introduced almost 2,000 New Market Traders and
launched almost 200 new market trading careers.
Support Schemes for New Traders:
The main complaint of New Traders from our Depth Interviews programme was that they
were not given any support beyond the ‘trade for a tenner’ scheme. Many stated they would
have welcomed further support, especially training and business planning. Yet less than a
third of markets provided any local schemes to support New Traders.
Local Schemes
No,
don’t
know
about it
13%
Yes
30%
No
70%
First Pitch Initiative
Yes
19%
No, but
I am
aware
of it
68%
NMTF at the time of LYLM 2012 had a new support product First Pitch in development. This
product has achieved very high awareness, with almost 90% of markets knowing it – yet only
1 in 5 market managers are using it. It would appear that the appetite exists for NMTF to
capitalise on the high awareness of First Pitch and enable more New Traders to benefit from
it.
13
A number of markets mentioned locally based schemes to support New Traders, including:
-
‘Offered business advisers and job centre advisers’
‘Operated our own ‘Trade for a Day’ working with our Council’s Economic Development Unit
and Invest NI’
‘Delivered basic business training to First Time Traders’
‘Market Start scheme aimed at providing help and financial support to First Time Traders’
‘Local initiative – TEST (Transforming Enterprise in Stoke-on-Trent) and via a link with the local
authority Business Enterprise Coaching system’
‘Experienced traders mentoring new starters’
‘Link with locally based business training bureau’
‘Created public liability insurance scheme to remove the obstacle for New Traders’
‘Training workshops about business start ups’
‘Try a Trade initiative, aimed at retail based start ups who wanted to explore Markets as a
sales outlet’
‘Reduced rent for a month plus mentoring’
‘New trader discount schemes’
4 Opinions of Love Your Local Market
More than two thirds of market professionals support the Love Your Local Market initiative
and believe it should happen again. Only one in 25 says it’s not effective.
Managers have their say about LYLM:
More than 40 market managers used the questionnaire to provide open comments,
demonstrating a high level of engagement with the event and a number of challenging
comments such as the following selection:
-
‘Our markets are virtually fully occupied so to spend a lot of resource attracting New Traders
may be wasted if there is then nowhere for them to continue their career’
-
‘It may be that once evaluation has taken place we carry on with the initiative and expand it
even further into the future and use it as BEST PRACTICE for our Markets’
14
-
‘One of my traders suggested that the fortnight be used to raise funds for a national charity
and if all supporting markets took part it could provide a significant donation and engender
good PR’
-
‘I don't think it's right to offer £10 stalls to New Traders because you have your regular traders
with you all year round and they're building up the business and paying substantial rent’
-
‘In our experience, the initiative has raised the profile of the markets industry with politicians
at both national and local level by allowing operators and local market authorities to
showcase the best that the industry has to offer’
-
‘New traders need a bigger selection of stock to give them a chance. I remember the saying
‘the bigger the flash the more the cash’. Maybe next year we could get some wholesalers
involved’
-
‘Where is the funding from National Government? Great them saying they support but how
are they supporting it?’
-
‘I think it would be better to have the event in school holidays so the children are around the
market’
-
‘It would be good if there was an initiative whereby New Traders could buy block insurance for
about £2-£3 [each]to mediate this cost. This should be available all year round’
-
‘The initiative would work better in February when markets need a boost to the number of
stall-holders. It would coincide nicely with Valentine’s week’
5 Effects of Love Your Local Market
Size of Market:
One quarter of respondents believe LYLM
increased the size of their market, whilst two
thirds believe their market maintained the same
scale.
Vibrancy:
The LYLM initiative is seen to have enhanced
vibrancy in UK markets, observed by almost half
of market managers.
80%
60%
40%
20%
68%
27%
6%
0%
0%
Number of Number of Number of Don’t know
stalls has
stalls has
stalls has
increased as stayed much decreased as
a result
the same
a result
50%
40%
30%
20%
10%
0%
44%
50%
0%
6%
Vibrancy Vibrancy Vibrancy Don’t know
has
has stayed
has
increased much the declined as
as a result
same
a result
15
Turnover:
One manager in 5 believes LYLM has helped to
boost turnover. The large proportion of ‘don’t
know’s’ here may reflect historic reticence for
traders to reveal their earnings. We believe the
markets sector needs to find a more effective
basis for gauging the impact of events such as
LYLM on turnover in markets.
Footfall:
In spite of dreadful weather a third of managers
say that LYLM has boosted footfall in their
market. This must largely be based on
observation, as few markets are measuring
footfall. Reference to a later section of this
report suggests their observation is sound:
nationally a basket of LYLM participating
markets showed a year over year increase in
footfall of 3.9%
Benefits from Love Your Local MarketHow long will they last?
Market managers have an open mind about how long
the LYLM alchemy will work, with almost equal votes
for short/medium/lasting impact. More than a third is
not confident enough to state a view.
16
60%
50%
40%
30%
20%
10%
0%
54%
27%
19%
1%
Turnover Turnover Turnover
has
has stayed
has
increased much the declined as
as a result same
a result
Don't
know
60%
40%
20%
32%
53%
13%
2%
0%
Footfall Footfall Footfall
has
has stayed has
increased much the declined
as a result same as a result
40%
30%
20%
10%
0%
21%
22%
Don't
know
39%
19%
Will fade Will last
Will
away for a few continue
swiftly months well into
the future
Don't
know
6 About Markets
Type of Markets managed by respondents:
More than 4/5ths of this sample describe their markets as ‘General’ and fewer than one in 10
as a ‘Fruit & Veg.’ market.
Number of Stalls:
The biggest proportions in this sample are markets of more than 100 pitches, suggesting that
the biggest markets took greatest interest in LYLM.
17
Love Your Local Market 2012
Impact on Footfall
18
Impact of Love Your Local Market on Footfall
How markets measure footfall:
One objective of Love Your Local Market 2012 was to boost footfall in markets and town
centres, and ROI Team was tasked to investigate a method for evaluating this dimension for
this report. Evidence from Depth Interviewing of shoppers, traders, and shopkeepers
reported under the Local Case Studies section of this report provides anecdotal evidence on
this subject: that the weather throughout LYLM 2012 was so poor that markets would
normally expect severely depleted footfall and sales. That generally footfall was observed to
be in line with expectations for the time of year was, in the circumstances, a very good result
and a tribute to LYLM.
According to our National Survey of Market Managers, less than one third of participating
markets are measuring footfall in any way; and some of the claimed methods (eg ‘trader
feedback’ and ‘observation of CCTV’) are not exactly gold standard. Therefore markets’ own
measurement systems are not going to provide the answer.
If yes, how?
 High Street counters
 Manual footfall count
 Electronic footfall counters
 Trader feedback
 Cameras
 By annual surveys
Source: Springboard, monitoring footfall in 80 UK town centres, using camera technology
ROI Team approached two firms leading the field in scientific counting of people traffic in
town centres (Springboard) and markets (PFM Quality Counts). We are very grateful to both
Springboard and PFM for their assistance with this aspect of our work.
Springboard (www.spring-board.info) counts pedestrian traffic in some 80 town centres
across the UK, using electronic monitoring and camera based counting. In conjunction with
the ATCM they publish the monthly High Street Index (HSI). Using NABMA’s list of markets
participating in LYLM we discovered 22 town centres / High Streets counted by Springboard
containing a participating market.
19
We asked Springboard to provide comparisons between the footfall for these 22 locations on
the following basis:
Period June 23rd to July 7th 2012 indexed against the equivalent two weeks in 2011 for two
sets of towns/High Streets:
All 80 Springboard-counted town centres.
21 town centres with markets participating in LYLM.
The difference in % terms between the two readouts can be assumed to be the ‘LYLM Factor’.
In many cases Springboard’s monitoring point is not directly adjacent to the market.
Nontheless they are all centrally placed and, for trending purposes, may be assumed to
provide a fair proxy for footfall fluctuations in the market.
PFM (www.pfm-counts.com) describes itself as the longest-established people-counting
company in Europe, and we believe the only company offering a dedicated service to
counting people traffic in markets. We indentified 10 markets which have been counted by
PFM since before June 2011 or earlier, of which 7 participated in LYLM 2012. The 10 PFMcounted markets are listed below.
We gave the same challenge in terms of dates for comparison to PFM Quality Counts for:
Specific LYLM markets
All other markets measured by PFM.
As PFM manage systems dedicated to counting traffic through markets we can regard their
data as convincing.
Analysis of Springboard data
 All 80 Springboard towns : - 6.3% DECREASE
 21 LYLM towns average :
+ 2.4% INCREASE
 21 LYLM towns w/c 23rd June +2.6% / w/c 1st July +2.2%
Source : Springboard (www.spring-board.info)
Benchmark: All 80 Springboard measured towns
Basis : 2 weeks June 23rd to July 7th 2012 vs same two weeks in 2011
20
Analysis of PFM data
w/c 24th June
w/c 1st July
Bradford (Keighley)
Bradford (Oastler)
Bradford (St James)
Hereford (Butter Market)
Leeds (Central)
Leeds (Kirkgate)
Newcastle (Grainger)
4.4%
- 0.2%
3.2%
- 4.0%
1.9%
3.8%
5.0%
5.4%
2.9%
4.5%
- 6.0%
3.8%
3.0%
3.0%
Sheffield (Crystal Peaks)
Sheffield (Castle)
Wolverhampton (Bilston)
All PFM markets average
LYLM markets average
- 2.5%
3.8%
2.9%
1.8%
3.1%
- 6.7%
6.5%
8.3%
2.5%
4.7%
Source: PFM (www.pfm-counts.com)
All PFM measured markets, markets not participating in LYLM indicated in green
Basis: 2 weeks June 23rd to July 7th 2012 vs. same two weeks in 2011.
Summary
These analyses, whilst admittedly partial, provide a firm endorsement of the ability of LYLM
to make tangible enhancement in towns where it is staged.
Looking at the PFM data, we see that the markets participating in LYLM significantly
outperformed the average of all PFM measured markets, with an average increase in footfall
across the two week period of 3.9% against an all PFM markets increase of 2.2%.
All participating markets (in blue) showed footfall increases ranging from 1.9% up to 8.3%.
Three non-participating markets (in green) all showed declines in footfall ranging from -0.2%
to -6.7%.
Looking at the Springboard data set, we see that the average of all 80 measured towns
showed a decrease compared with 2011 of -6.3%, reflecting the very poor weather. On the
other hand the 21 towns measured by Springboard participating in LYLM showed an average
increase of 2.4% for the period.
For this footfall analysis of the initial Love Your Local Market we have been fortunate to have
the assistance of Springboard and PFM. For the future, to better assess the tangible impact of
LYLM, we strongly recommend that markets as an industry should develop a more concerted
approach to measurement of footfall and also turnover. These measures would seem to be
essential for gauging the effectiveness of any markets oriented promotion, starting with
LYLM. The present patchwork system is inadequate in the modern retail age.
21
Love Your Local Market 2012
Impact of the event in
Ludlow Market
22
Contents
8 Summary...................................................................................................................24
9 Fact File.....................................................................................................................25
About Ludlow Market........................................................................................ 25
‘Love Your Local Market’: What did they do?..................................................... 26
10 Research Approach...................................................................................................27
11 Findings.....................................................................................................................28
What did shoppers say?......................................................................................28
What did New Traders say?................................................................................ 30
What did Existing Traders say?........................................................................... 35
What did shopkeepers say?................................................................................38
What did market managers say?........................................................................ 39
12 Appendices................................................................................................................41
23
1 Summary
 In Ludlow the importance of the market is clearly and immediately apparent from its central
location if nothing else. The market is the draw for many of the things that put Ludlow on the
map and continue to attract wealth into the town: tourism, fine food, the historic backdrop –
and local people are keenly aware of its importance.
 Ludlow gave early and consistent support to Love Your Local Market, even though locally the
concern is not about recruiting New Traders, much more about boosting footfall though the
market.
 There were only a small number of New Traders available for interview in Ludlow, but we
found them to be well prepared and with good skills for presenting their offer and engaging
potential customers. Of 7 or 8 New Traders reported by the Markets Manager we found that
3 of them were trading successfully three months after LYLM – a strong ‘survival rate’
 This means that in Ludlow LYLM provided very much a two way skills swap for traders.
Existing traders have just as much to learn from New Traders as vice versa – though here as
elsewhere existing traders don’t see it that way.
 The Ludlow event delivered many of the outcomes targeted for markets: work and training
opportunities for young people, and fresh offers and ideas in a traditional market location. It
also provided one of the best examples of a New Trader identifying her market stall as the
visible shopfront for a wider business flourishing behind it.
 There was limited awareness of LYLM across all Ludlow stakeholder types. The Market
Manager acknowledges that in 2012 promotion was too much trade-focused; for 2013 he
wants more effective promotion to shoppers and visitors.
 One interesting idea from Ludlow is to develop LYLM 2013 as a regional event, creating a Visit
Shropshire Markets for LYLM attraction. The proposition would depend on visitors knowing
that all Shropshire markets were participating in LYLM.
 The need to support New Traders beyond the ‘trade for a tenner’ proposition has been widely
identified by our research. In Ludlow the Market Manager proposes that part of the offer to
New Traders in 2013 should be a branded information pack answering the 5 or 6 issues that
traders most often raise.
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2 Fact file
About Ludlow
Ludlow is an alluring historic town of about 12,000 inhabitants, with a remarkable
concentration of listed buildings – almost 500 in all. There are many reasons for visiting this
remarkable town: Castle, Riverside Walks, Historic Buildings, Restaurants and fine food
shopping
.... And that’s before we get to the historic Market. It is believed that the market was licenced
in 1083. Geographically and in terms of sentiment the market has always been at the heart of
everything that happens in Ludlow.
Ludlow Market is owned and run by Ludlow Town Council. The market was rewarded NABMA
Local Authority Market of the Year 2011. For the size of the town, Ludlow’s market is
exceptionally active. According to their website the pattern of markets in Ludlow is:
Regular General Markets are held on
Monday, Wednesday, Friday and Saturday
each week of the year. The market square
also hosts a range of specialist markets as
the Local to Ludlow produce markets on the
second and fourth Thursday of the
month. On the first Thursday there is a Craft
and Country market, also held on some
Sundays. Antique & Flea markets and Book
and Craft Markets are also held regularly on
Sundays. On the first Saturday of each
month (except August, January & February) there is the Made in Shropshire craft market.
Add to this a number of special markets staged throughout the year in association with
Christmas, the Food Festival etc, and it can be seen that, for a town of its size, Ludlow is
supporting a very large number of markets days – too many in the judgement of some regular
traders.
Almost all specialist markets are sold out and sometimes extra stalls may be brought in to
accommodate the demand. Ludlow market was the focus of some other fabulous events in
2012 – some blessed with better weather – including a visit from HRH Prince Charles in
September, and the annual Food Festival also in September. There was a celebratory market
after the Olympic Torch Visit in May (wall to wall sunshine, street entertainers, live music and
free refreshments. As well as a number of market dedicated to the Diamond Jubilee in June.
There was also a new initiative just before Christmas called ‘Tinsel Tuesdays’ which was
supported by the Chamber of Trade and Shropshire Council. The market is always at the
heart of things in Ludlow with events such as Continental market, specialist Art & Craft
markets, Antique & Collectors fairs and a celebrated Local to Ludlow Produce market, which
has drawn international press coverage for Ludlow from the world’s second largest
newspaper.
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Ludlow’s markets are well supported by locals from Ludlow and nearby towns. The pretty
town is also a magnet for visitors from all round the UK and even international visitors.
Visitors come to Ludlow on daytrips and weekend visits, and the town is on the itinerary of
coach parties bringing visitors of various wealth levels.
Ludlow’s markets are managed by the Council’s Markets Manager, supplemented by
commercial managers who operate some of the specialist markets that lease the market
square. The market is all outdoor, but with permanent and substantial stalls which all benefit
from a good covering against the weather.
Love Your Local Market: What did they do?
Ludlow was an early supporter of the LYLM initiative. There is evidence that LYLM was
reasonably well promoted in and around Ludlow via a spectrum of traditional local channels
including:
Local press
Flyers downloadable from the website
Hard copy flyers given out via market, library, and other public buildings
In spite of his evident enthusiasm for the event, Market Manager Nadeem Samari told us that
the main objective of LYLM 2012 – recruitment and support for New Traders - did not suit his
objectives. In Ludlow the concern is not the recruitment of New Traders – as there is a waiting
list for pitches in the market. Rather it is to address dwindling footfall in the market.
One interviewee believed she had encountered LYLM on Radio 5.
That said awareness of LYLM was weak among market traders and weaker still among visitors.
During our fieldwork, which included the high point of Ludlow’s participation, promotion was
virtually invisible, with a single banner materialising on the final day of the two week event.
Summary of Love Your Local Market in Ludlow
Awareness of LYLM among visitors and market shoppers was very low. Even among regular
market shoppers, the majority were unaware of the event.
Traders were the primary focus of LYLM in 2012, and yet the purpose of LYLM had not been
briefed to Ludlow Traders in a consistent way. We found that Existing Traders were not
knowledgeable about the objectives of LYLM, with some regarding the initiative with
suspicion on the basis that the support for New Traders was a threat to their existence.
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Even New Traders had only a sketchy knowledge of LYLM. There was mixed understanding of
the concessions offered under LYLM and those typically offered to any New Trader. New
Traders were unclear as to what circumstances entitled them to concessions under LYLM and
for how long concessions and trading rights would continue.
3 Research Approach
We judged that, for reasons of immediacy and to experience the levels of engagement and
enthusiasm for the event, it was important to carry out face-to-face fieldwork during the
event itself. We travelled to Ludlow to conduct face-to-face Depth Interviews with a range of
stakeholders which took place on Friday 6th and Saturday 7th July.
Depth Interviews were scheduled to last between 5 and 10 minutes, based around a preagreed slate of questions. At all Case Study locations we recruited one or more local people as
interviewers to provide knowledge of town centre dynamics and local culture. In Ludlow we
filed the following interviews:
Existing Market Traders
New Market Traders
Shopkeepers
Market Visitors
7
4
6
11
We also conducted a fuller in-person
interview with Ludlow Council’s
Markets Manager. The Markets
Manager also subsequently completed
the National Survey that we ran as part
of our evaluation.
The weather was very poor during our fieldwork window, especially on the Friday when early
rain intensified through the morning. A number of stalls were empty as traders from nearby
towns and villages were unable to travel to Ludlow, and the wet conditions depressed visitor
numbers and discouraged people from agreeing to interview.
At the end of September, approximately three months after the close of LYLM, we attempted
follow-up interviews by phone with all New Traders standing in the market during LYLM,
regardless of whether or not they were available for interview during our fieldwork window.
We managed to have a meaningful interview with 4 New Traders, also a follow-up interview
with the Markets Manager.
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We were not able to source any usable research of footfall through Ludlow Market. So for
background on how LYLM impacted footfall in markets and town centres, please refer to
‘Impact on Footfall’ section [page 18] of the full report.
4 Findings
What did shoppers say?
We completed depth Interviews with a total of 11 visitors to the market, both occasional and
regular market shoppers.
Awareness of LYLM was weak with only sketchy recall even when prompted by the logo.
Awareness levels were weak among both local people and those who had travelled from
further afield. One local shopper believed she had seen the logo in the local press.
Nonetheless everyone warmed to the LYLM mission when it was presented to them, with
many shoppers recognising the contribution that the market makes to the town and the
community.
‘I love the sense of community [in the market] and I think the government needs to support
this’
‘Despite the weather Ludlow market appears to thrive and brings people to the town centre’
‘This scheme is a good thing. Local shops and the market are the heart and life of the tourism
we get here, and give the town a reputation for being different. The market keeps tradition
going’
In this area where jobs are few and far between there was recognition of the market as a
provider of work opportunities and a place where young people can develop trading skills and
training.
‘Young entrepreneurs should be encouraged, as they may find the ‘be your own boss’ aspect
appealing’
‘Young people should be encouraged to get involved with market trading, as an alternative to
university. It’s less academic but a good career path. Not enough young people hold stalls on
the market here’
‘Young unemployed people are a good angle for Ludlow as it is a middle class town with an
older population and older people enjoy helping the youth of today. The initiative [LYLM]
should be marketed to business start ups and pitched for what it is, targeting young and
growing businesses’
‘I hadn’t heard about [the LYLM scheme] but it’s a good idea, keeping small businesses in
business and helping people to get started’
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‘If marketed correctly people will be interested in helping others and start ups. This gives
young people new opportunities’
Many Ludlow shoppers were engaged with the concept of markets and had developed ideas
about the benefits of shopping in markets and of initiatives to help them.
‘Why can’t we bring people to Ludlow for longer than a day? I go to Germany for markets.
Why not make our markets here better instead?’
‘It’s easier to shop in Tesco’s; however here the food is fresher, it lasts longer and there is
more choice’
‘Promotion of markets could be improved by more national coverage: encouraging coach trips
and the fact that it’s easy and convenient to visit markets, particularly for the elderly’
Restaging Love Your Local Market
All in all there was a unanimous wish for LYLM to be repeated in 2013, with various ideas for
enhancing the initiative - including a unanimous view that it should be promoted more
vigorously.
‘It could run for longer, a fortnight isn’t long enough for it to take off’
‘It is a good idea and will be supported by people if they know more about it. It gives people a
chance to see how products will sell and local people can see new goods on offer’
‘Maybe the event should celebrate New Traders. I would visit the market more often if there
were more New Traders’
‘I see there are New Traders in the middle of the market, but I didn’t realise this until I was
already in the market’
‘It’s a good idea and will be supported by people if they know more about it. It should be
repeated more often and if it was a nice day more people would be out’
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What did New Traders say?
New Traders were thin on the ground during our fieldwork, with only two trading in the
market on Friday 6th July. We managed to interview them both, and interviewed a third (an
ice-cream seller who would have had lean takings in the steady rain, on Saturday 7 th)). We
were able to arrange subsequent telephone interviews with two other New Traders, which
also proved informative.
All of Ludlow’s New LYLM Traders proved to be articulate and thoughtful in their assessment
of their trading proposition. Our observation during fieldwork was that they stood out from
the rest of the market by the attractive presentation of their goods and by their skill and
energy in engaging visitors and encouraging them to browse and sample their stall. Their
approach seemed to be much more ‘customer aware’ than that of more established traders.
New Traders were impressed and appreciative of the opportunity provided to them by the
LYLM scheme. That said they had a confused understanding of what LYLM was about and its
objectives, and no clarity as to what was offered to them as part of the LYLM package, and
what was a standard offer to New Traders. They were not clear as to the criteria for being a
New Trader under the LYLM initiative.
It was not clear that anything had been offered to them beyond a concessionary rental for a
trial period. A couple would have welcomed help with training, business planning and so, but
were not aware of any scheme for providing that via the NMTF or any other route. One New
Trader told us of a subsequent dispute with the Market when he found he was not able to
trade on following the end of LYLM. He regarded this as a frustrating outcome and said he
had made a wasted investment.
Follow up…
Follow up interviews three months after the close of LYLM fortnight confirmed our
observation that Ludlow New Traders were a resourceful group with good skills of
engagement with customers. At that time we found that 3 out of 6 LYLM New Traders were
still trading successfully in the market, a very strong continuation rate. Perhaps at Ludlow the
New Trader label was quality rather than quantity.
Summaries of our interviews with Ludlow New Traders follow below:
Sarah Rogers, Handmade Chocolates
‘My offer is tempting handmade chocolates and truffles, made with oils, not with extracts.
Anyone tasting my products says ‘Wow’ – that’s because of the taste of the oils! It’s old
fashioned chocolate with a modern twist. It’s for anyone wanting a treat or a present, but
actually quite affordable.
I’m aware of the Love Your Local Market promotion and I‘ve seen the logo, though I can’t
remember where. Maybe in a leaflet.
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What tempted me to get going in the market is the low start-up costs, as I’m a single Mum
with limited means.
It was easy to get signed up, using Google and the phone. The Council called me back straight
away and the information was very helpful. There was no complication.
I have been given 3 weeks trading at half rent with just £1 per day to park here, which is very
helpful as it more or less means you know you will cover your costs for the day. Because of the
bad weather today, it’s a rent-free day, but in the conditions I have taken more than I
expected – so looking across the 2 days this week it’s certainly been worthwhile.
I would have liked more training and guidance about market trading, but I didn’t know about
anything available, and no-one has mentioned it.
I think the LYLM scheme is good, as it’s really important to encourage people to try the market
once per year, to fix that in their minds. Response from local shopkeepers will be mixed, but
you’ve got to expect that.
It’s hard to gauge the impact of LYLM – I’m just not knowledgeable enough. But I thought
footfall last week in good weather was strong.
I’m developing my website, but even with that it’s so important to be visible here in the
market. Customers come up to your stall for three weeks and then eventually they buy, I
couldn’t achieve this without the stall’
We conducted a short followup interview with Sarah by
phone at the end of
September,
almost
three
months after Love Your Local
Market. By this Sarah’s
businesses was trading strongly
and she was able to look back
at the start she had under
LYLM:
‘For me Ludlow Market has
been my launching pad. I think
back and think ‘Where else would I have got started? It’s the market that has made me visible
and given me a platform.
Giving out business cards from the stand has been effective for me. A few people have taken
my cards and now I’m getting enquiries and have taken a couple of bookings for events like
Weddings next year. Tourists are asking me if they can buy my chocolates online, so I tell them
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to look out for my website, but not for a couple of weeks yet! I’m a working Mum too, so it still
seems I’m flying by the seat of my pants.
In Ludlow I’m now trading as a regular on Fridays, plus now I’m doing the regular Food
Markets on Thursdays, and there are other foodie markets on the run-up to Christmas. For my
offer Christmas Markets and the build-up to Christmas are important for trade. Soon I’m
starting in a private market in Church Stretton, which will trade once per month.
LYLM was a good boost for me, really useful, and important for building morale. With half
rent, we felt as though we couldn’t fail.
I feel I was given everything I needed to get me started. Subsequently there have been
disputes among traders about which lines we are allowed to trade in. So I would have
welcomed more guidance about these sorts of territorial issues. When you have an original
offer like mine you are in danger of other traders stealing your ideas’
Jams, Chutneys, and Scones
Although a New Trader, this stall-holder presents herself as something of a dyed in the wool
traditionalist:
‘I came here because it’s my local market and it’s nearby. I started out in the Craft Market on
Thursdays and then on Friday as a casual. Now I’m a regular on Fridays and Saturdays.
Market trading means lots of work for small revenue! The stall is £18.50 plus £1 to park – so I
need to take £60 to break even over the day. I got half rent for three weeks, but that’s the
standard offer to a New Trader. Today I was happy to take anything – we have to turn up so
it’s better to cover the rent than to take nothing.
I do know about Love Your Local Market from leaflets given out in the market. I imagine it
was fuelled by their desperation to let pitches – the ‘waiting list’ here is a fantasy.
I’m not sure about LYLM. I’m worried this 2 week summer scheme will just give fair weather
people a chance to play at being traders. It’s easy to be a trader in the summer; if 3 or 4
coaches come in you can take £300 just like that. It’s trading through the winter that will show
if you’ve got what it takes to be a market trader. A longer trial, maybe three months through
the winter that would sort out the sheep from the goats’
We also followed up with this New Trader by phone at the end of September, almost three
months after Love Your Local Market:
I’m still trading, it’s all up and downs, and about even numbers of both. I’m now trading
regularly in the General Market on Fri and Sat; also as part of occasional Arts/Crafts/Food
markets on Thurs and Sunday, and also standing in the Local to Ludlow Farmers Market.
I would welcome other forms of support for me as a trader, including consultancy. It’s always
good to take a look in from the outside, and a second look at a proposition is always
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beneficial. Even so, I have learned a lot about cooking and making produce from other traders
in the market, just by looking at their produce and swapping tips with them.
Culture in markets, not just in Ludlow, is too closed. Some traders have been there for too long
and are resting on their laurels. Established traders are allowed to impose their views and to
restrict the scope of New Traders. For some a small annoyance raises a huge outrage. Traders
are out for themselves, and have the habit of sorting things out in their own way by
confronting or disrespecting other traders. The culture can became akin to bullying and in
other workplaces action would be taken. Shouldn’t there be a Market policy on such matters?
Where is the process for making a complaint or asking for adjudication? This is something that
LYLM could provide in 2013.
At Ludlow, the Manager is progressive and receptive to new offers and extending the offer
into new areas. But he won’t take action against existing traders because they are well
established.
For the winter, I may shrink down to just one day per week, but will be trading on right
through the winter. I wouldn’t walk away for a month, as some plan to, because that is like
walking away from my customers.
I’m pleased to know that LYLM will take place again in 2013 and I want to participate. The
most important thing to learn from this year is to give more priority to informing traders about
the project and what is going to happen. This year we had no knowledge about LYLM until ROI
Team explained it’
Ryan Clarke, Traditional Ice Cream Seller
‘I call myself a traditional Ice Cream Seller. Ice cream is bought from Cornwall via the internet.
It’s a good, traditionally made product and has proved very popular. I can’t find a good
enough ice cream locally, but I would buy locally if I could.
I’m a 17 year old, planning to go on to Exeter University in the autumn to study Physics. I
wanted some summer work, but couldn’t find anything locally. I had the idea of selling
traditional ice cream in Ludlow so I built and decorated an old-style ice cream cart with help
from my brother.
I haven’t heard of LYLM, but now that you describe it, it sounds like a good scheme and I
would have looked into it more fully.
I think the scheme should be repeated in the future, but it needs to be publicised better.
The timing of LYLM is good, as most New Traders start out in the summer. Winter is more
difficult and it would be harder to attract New Traders in winter.
I had little idea of what was needed to sell ice cream. I made a checklist of necessities and
then went straight to the Council to find out. They needed to check out the cart for safety and
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hygiene, but it was all very quick and straight forward. I went on a Wed., I was licenced by the
Saturday and trading within a week!
All the existing traders have been very helpful and supportive.
Because I’m selling ice cream, I’m able to pay on a per day basis, £18 per day when I trade. It’s
helpful that I’m able to pay per day out of takings.
The Council were very helpful and flexible, but I haven’t had any specific help or training, and I
haven’t heard about the NMTF. The investment to get me up and going came from family.
It’s been a really good experience and I have enjoyed being a trader.
On good days I have made more money that I ever had in my life. One day I took £90 in 4
hours. I’m thinking now it may be possible to do the same thing in Exeter as well as in Ludlow’
Sam Bruce, Scrummy Bites
Sam Bruce was not available for interview in the market on July 6 th, because he was scared
about flooding following heavy rain. However we were able to interview him by phone at the
end of September.
‘My offer is cakes and desserts, all freshly baked at home. Since LYLM, I have been trading
Thursdays and Fridays [in Ludlow] and also in Knighton and Presteigne Markets. Presteigne is
the most promising market. It only meets every two weeks, so there’s a sense of occasion
when it happens. In Ludlow there are too many market days for the size of the town. There
aren’t enough locals to sustain so many market days.
During LYLM I was offered half rent for one month. This was very valuable and gave me a
launching pad, an impetus to get going. But I would have welcomed a wider package for New
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Traders, including training, advice and so on. No one gave me an explanation of the key things
or any promotional leaflet or flyer.
Now I have to pay full rent month by month, but the stand is doing well enough, and I’m not
wasting too much stock. The challenge is to judge the right amount of stock, as my produce
only has a life of a few days.
Christmas is a promising period for me, so I’m planning to trade up to Christmas for sure, then
maybe to have a break in Jan and Feb. I still have to pay rent, but at least if I close I won’t have
to stock up the stall, which is expensive’
What did Existing Traders say?
We completed depth Interviews with a total of 7 current traders in Ludlow Market,
representing a good cross section of stalls.
Only half of these traders were aware of Love Your Local Market. One had read about it in a
market trader’s magazine, and one thought he had heard about it on Radio 5. Not a single one
thought they had learned about LYLM via local promotion!
Objectives of Love Your Local Market
Existing Traders expressed mixed feelings about the objectives of LYLM. On the one hand they
agree wholeheartedly on the importance of addressing the decline in footfall in the market
and recognise how promotions and the arrival of new offers in a market can contribute to
this. But mirroring this there is a widely-expressed anxiety that LYLM’s focus and support for
New Traders is in effect giving an unfair advantage to traders who will take business away
from these Existing Traders. Existing Traders articulate these anxieties as:
-
-
-
There is a need for more active quality control over New Traders to maintain the status of the
market.
Control of the type of New Traders welcomed onto Ludlow Market. The great majority of
Existing Traders expressed the view that New Traders should not be allowed to compete with
lines already offered in the market – or at least they should be placed in a different area of
the market.
Potential New Traders should be vetted for their determination to persist and succeed as
market traders. There was an anxiety that the support provided to New Traders by LYLM
might attract ‘fair weather traders’ who would fold up at the first challenge to beset them.
The support offered to New Traders would be better spent to give support to Existing Traders.
Anxiety that LYLM might spawn too many markets that could not be supported by the finite
number of market shoppers.
‘Regular customers remain, but sales steadily decrease, maybe because internet shopping is
more convenient. People don't realise how cheap the market can be, so the scheme could
focus on this’
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‘Why should they get cheaper stalls? We pay the same rent and don’t get any discount for
poor sales’
‘New stall holders must be polite, friendly and committed’
‘Focus should be placed on saving money by shopping at the market more than trying to get
new traders’
Attitude towards New Traders
Whist acknowledging these genuinely expressed anxieties, our observation at various
locations is that New Traders make a much greater effort to dress and present their stands,
and work harder than many Existing Traders to engage shoppers and build rapport with them.
There was an assumption that under the scope of LYLM, New Traders would learn the craft
from experienced traders. In Ludlow and elsewhere our observation is that Existing Traders
would have much to learn from the newcomers.
One trader was unhappy that the market manager had not consulted existing traders before
committing to LYLM and developing his local strategy.
‘Local markets need to listen to what traders are saying before passing initiatives like this as
they could help with ideas for this’
Overwhelmingly, Existing Traders say they welcome New Traders. They believe having more
stalls and wider variety is good and can bring new shoppers to the market. That said, they
don’t expect New Traders to provide direct competition by selling the same goods as Existing
Traders.
‘There are more people, more colours, and more products. It’s good to have them here’
‘There is not as much enthusiasm in the market as there was before and New Traders can
bring that’
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However, Existing Traders are not sure about the long-term effects of LYLM.
‘I support these initiatives but I’m not sure what will change’
Impact of Love Your Local Market
Existing Traders do not believe that LYLM has boosted either footfall or takings in Ludlow
Market – although acknowledging that the dreadful summer of 2012 is a contributor to this.
The timing of LYLM 2012 was also thought to be unsuitable for Ludlow, falling across the
Festival, when there are many other events competing for attention and spends.
‘No change on sales – but the poor weather could have affected it. It is normally busy, but if
the forecast is not good people are distracted’
‘Difficult to see a difference [to footfall]. With poor weather, coaches don't visit as often when
it’s raining’
‘The market relies heavily on coach loads, which are often cancelled with bad weather like
today’
Enhancements to the Market
All traders interviewed in Ludlow are clearly engaged about the health of the town and
market, and many have articulate and passionate views and ideas about what should be done
to boost the market.
‘They should return to strict 9-3 trading times, as it used to be. Traders leaving early leaves the
market half empty and puts visitors off’
‘More experienced traders could mentor younger, New Traders’
‘Shops and market stalls should support each other so that any increase in marketing that
brings people in is good’
Promotion of Love Your Local Market
Ludlow traders are not always in harmony – but one thing they all concur on is that LYLM
deserves better promotion. There is a perception that such marketing as there has been has
been misdirected, targeting market professionals rather than the shoppers who create
turnover.
‘Markets are notoriously terrible at marketing. They generate interest within the sphere, but
they need to expand out of this. Very poor marketing for LYLM, why has it been so bad?’
‘Needs better advertisement, maybe in information centres, posters on public transport’
‘The initiative [LYLM] needs more promotion, if people don’t start spending in the future, how
will the market be sustainable?’
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Reprising Love Your Local Market
There is unanimous agreement among traders that LYLM is well worth repeating – though
there are a range of views as to the best timing.
‘Yes, it should be repeated, but the market needs to be better advertised for it to work’
‘Should be repeated twice a year, winter and summer, to review and get better’
‘There’s always a drop in sales around ‘festival fortnight’, so the scheme has not fallen on a
good time’
What did shopkeepers say?
In Ludlow shopkeepers adjacent to the market have noticed a tentative downward trend in
attendance at the market. They are also keenly aware that their own footfall is closely linked
to the market’s.
Although they trade literally on the Market Square, only one shopkeeper had unprompted
awareness of LYLM – and he had heard about it from friends trading in the market. All
reported reduced footfall and sales during the LYLM fortnight, which they ascribed to bad
weather impacting discouraging tourist coaches – so broadly their experience was worse than
the nearby market traders that we interviewed.
All shopkeepers that we interviewed were supportive of the concept of LYLM. Even those in
head-to-head competition with LYLM New Traders saw how new competition could actually
be healthy and stimulate interest in their offer.
At Ludlow all shopkeepers interviewed were independents and akin to market traders in how
they approach their business. Two commented they would have been interested to
participate as traders had they known about LYLM, and perhaps managers looking to recruit
New Traders for LYLM should consider this obvious pool of retail talent on their doorstep.
Existing and New Traders alike may benefit from their experience.
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What did market managers say?
Nadeem Samari, Markets Manager is a young man to be running markets in a traditional and
conservative place like Ludlow, and he struck us as very much a hands-on manager. He was
supported and guided by Ludlow’s former Town Clerk, Veronica Calderbank, who was
instrumental in the success of the new look market introduced by her in 2009.
‘Ludlow is a traditional market town market. New Traders generally get a start on Mondays,
and occasionally we are able to offer Fridays as well. There is also a ‘Casuals’ list – so if a stall
falls vacant on the day it’s offered immediately to traders on the Casuals list.
Traders are not allowed to leave their vehicles in the Market Place – which is a bone of
contention for some. But we offer a special incentive to traders i.e. parking for the day for £1.
The market has been trading continuously since 1083, and it has always been at the heart of
everything that happens in the town. It’s part of the local social fabric, and the place for many
social meetings. Geographically the market is at the heart of the town. We offer something for
all demographics and for all visitor types. Tourist trade is important as well as selling to locals
– but historically on Mondays and Wednesdays we are selling 85% to locals.
I heard about Love Your Local Market at the NMTF AGM in York, and also attended a talk
given by NABMA introducing the concept. Markets are so important nationally as well as
locally, so it’s important to support the initiative and participate. NABMA indicated a
reasonable level of support for participating markets.
One issue for Ludlow is that the focus of LYLM is on New Traders. But that isn’t our challenge –
we always have a waiting list. For us the challenge is to boost footfall’
Impact on footfall
‘Footfall has been patchy due to the dreadful weather. Bearing in mind the weather
conditions, it’s difficult to assess the impact on footfall. In terms of sales, bad weather has also
damaged traders’ take across the board. We’re an outdoor market, so bad weather has a big
impact on sales. In terms of vibrancy, certainly LYLM has increased vibrancy. Flyers, posters,
new faces on the market have all added to the sense of something new going on. New traders
bring something new to the market and challenge the day-to-day standards’
Schemes offered
‘We distributed leaflets and flyers to encourage First Time Traders. We made a special offer to
New Traders under the LYLM scheme: half rent for 3 weeks, then the opportunity to continue
at full rent, or to close the position. I would like to see more events to promote LYLM and
bigger outreach from the NMTF’
The future…
‘The impact during LYLM has been limited by the poor weather. But I regard LYLM as a
springboard for other initiatives that will follow. For example we are planning to produce a
New Traders Pack in the autumn. I believe we have launched 5 or 6 New Traders during the
LYLM window.
39
Any additional publicity for markets is a good thing. But LYLM should stay once per year, as
that gives it more impact.
LYLM needs to be more actively promoted so that the public come looking for it, to increase
footfall. This year’s promotion was for the trade, but it should also be promoted to the public.
It would work well to promote LYLM as a regional initiative, along the lines of Shropshire
Markets Week, so that visitors could go to any market in the region and know they are
participating’
Follow up...
ROI Team conducted a follow –up telephone interview with Nadeem in early October, some
three months after the close of LYLM
In Ludlow he estimates 7 or 8 New Traders sampled market trading as a result of the LYLM
campaign. Of these 3 are still trading. Of the 4 or 5 who have given up he doesn’t know where
they are now, or why they quit, except that one moved location to attend university, and one
other left the market on bad terms!
‘LYLM was valuable because it gave a status to New Traders. Through LYLM New Traders were
highlighted and celebrated. They knew they had a status and support and this negated the
protectionist behaviour of some existing traders.
At Ludlow Market there is already a ‘two way street’ i.e. New Traders learn from old – but also
vice versa. I encourage this synergy – so it can’t be attributed only to LYLM. Already I have set
up traders who are receptive to New Traders in ‘buddying pairs’ – but on an informal basis.
For LYLM in 2013, I would like to see more focus on building footfall, rather than the mission to
encourage New Traders to fill vacant stalls. In Ludlow the situation is that there is already over
demand for pitches, and so I am building up the size of markets and the number of market
days. But traders are telling me there aren’t enough visitors to support all these stalls.
Promotion for LYLM 2012 was too much focused inwards on the industry. In 2013 LYLM should
go back to ‘Portas Principles’ i.e. about opening the market to the town’s shoppers and
residents. Outside Shrewsbury Sunday Market there’s a sign that says ‘Support Your Local
Market’ – this should be the watchword for 2013!
I would like to see a concerted national LYLM campaign to promote shopping in local markets,
and what that can do for town centres. The NUF has developed the ‘Red Tractor’ badge of
assurance; this is what LYLM can become.
I encourage NABMA to develop a national information pack for New Traders, addressing
questions that I am often quizzed about, such as:
Food Hygiene, Health & Safety, Insurance, Demarcation around traders’ offers, Business
planning...
The national pack would deal with all these big issues, and we could add detail locally’
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5 Appendices
Note: Some photos are taken from the www.ludlow.gov.uk website and may not been cleared
for publishing.
41
Love Your Local Market 2012
Impact of the event in
Bolton Markets
42
Contents
13 Summary...................................................................................................................44
14 Fact File.....................................................................................................................45
About Bolton Market..........................................................................................45
‘Love Your Local Market’: What did they do?......................................................45
15 Research Approach...................................................................................................48
16 Findings.....................................................................................................................49
What did shoppers say?......................................................................................49
What did New Traders say?................................................................................51
What did Existing Traders say?........................................................................... 56
What did shopkeepers say?................................................................................58
What did market managers say?.........................................................................60
17 Appendices................................................................................................................61
Press Coverage..........................................................................................................61
Bolton Council Evaluation (excerpt)..........................................................................63
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1 Summary
 Bolton Council markets management team was in a strong position to stage a winning LYLM
event – and they certainly did so. With an active and well established team and (unlike most
markets) a serious promotional budget they were able to set the bar for successful
participation in LYLM.
 Overall, EVERYBODY interviewed in Bolton (shoppers, traders, new traders, nearby retailers
and the market managers) thought the concept of Love Your Local Market (LYLM) was a great
idea.
 New Traders were supremely positive about the opportunity. They illustrate how Mary
Portas’ ‘Table for a Tenner’ tag has been something of a mixed blessing and should be
reconsidered : in many markets £10 per day compares unfavourably with the usual pd rate;
but here in Bolton some New Traders were so pleased they were prepared to pay more than
£20 for their opportunity! The point is that the rent concession is helpful, but is not the only
help wanted by New Traders.
 The council also worked with Business Enterprise Department of the local college to support
the campaign by recruiting new stallholders via their networks, and setting up a stall run by
the college providing beauty treatments – a great tip for other markets.
 The enthusiasm for the LYLM opportunity is especially strong because of the dearth of
opportunities for New Traders to get a chance to trade in the NW.
 The location of the New Traders’ stalls in the centre of the town divides opinion. It’s great for
footfall for New Traders and creates visibility for the event and Bolton markets but it doesn’t
appear to bring people to the main market hall on the edge of the town centre.
 Offering existing traders the chance to trade in a new environment alongside New Traders
worked well in Bolton, enabling them to taste the same opportunities allocated to New
Traders and exposing their offer to a new type of visitor.
 Centrally commissioned marketing ‘collateral’ (eg banners, flags, and other promotional
merchandising) would keep costs down and give market managers’ easy access to such items
without needing to commission their own.
 There is so much good practice from this year’s event (and things to improve on) that a ‘Love
Your Local Market – Success for 2013 Toolkit’ is a must.
 Evaluate, evaluate, evaluate: Bolton Markets did their own evaluation of the day which
delivered useful feedback, both positive and areas for improvement.
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2 Fact file
About Bolton and its markets
Bolton is about 15 miles North West of Manchester and has a population of around 140,000.
In terms of social demographics, its catchment skews towards the C2DE end - although the
rural areas around it have more affluent AB residents. Anecdotally stakeholders in the town
feel these wealthier residents are more likely to go to Manchester or the Trafford Centre for
their shopping and leisure needs.
Bolton has one main market, two district markets (in Farnsworth and Westhoughton) and a
farmers market in the town’s Queens Park.
The main Bolton Market is located adjacent to
Bolton town centre. It comprises a large market hall
plus outdoor pitches with over 300 stalls and 17,000
sq ft of fresh food, fruit and vegetables,
Mediterranean delis, local meats and cheeses to the
region’s leading outlet for fresh fish.
The market has a growing reputation as the food
market in the North West. It was voted 'Best Food
Market' at the BBC Radio 4 Food and Farming
Awards in 2011, and has won a number of other
awards in including ‘Best Indoor Retail Market 2010’
from the National Association of British Market Authorities (NABMA) and ‘Tourism Retailer of
the Year’ at the Manchester Tourism Awards 2009.
Bolton Market has an on-site cookery demonstration kitchen with a programme of regular
cooking events and seasonal food tastings. It is also believed to be the first market nationally
to introduce an electronic loyalty card scheme that delivers a discount once customers have
spent a certain amount in the market.
A dedicated team run the markets. They are well liked and respected even when traders feel
the council should do more in other areas – for example cheaper and more parking being a
common request (see ‘Existing Traders’ section later in this report)
Love Your Local Market: What did they do?
-
Recruiting New Stall Holders
The council’s Markets Team used a range of methods to recruit ‘new’ stallholders for Love
Your Local Market and ‘Trade for a Tenner’ offers, including offering the chance to existing
traders to trade in a different environment.
£10 stalls were available in:
Bolton town centre from Saturday 23rd June (Bolton’s launch day) to Friday 29th June.
45
-
-
Farnworth on Saturday 30th June
Westhoughton an Saturday 7th July
Queens Park, as part of Bolton’s Local Produce Market on Sunday 24th June.
Bolton recruited new stallholders via:
Its own Twitter feed @BoltonMarkets
Relevant contacts (e.g. Bolton CVS, Bolton Lads & Girls Club, Bolton FM, associated craft
bodies e.g. ‘Dolly Bakes’ baker’s blog etc)
PR in the local press
An advert in Market Trade News
An email to the Market Team’s database of contacts (except stallholders)
A notice to existing market traders to attract experienced traders.
Most of the 15 New Traders had already traded at the borough’s existing farmers market,
which is held monthly in the town’s Queens Park. However, two traders were completely new
to market trading.
The town centre pop-up market launched on the 23rd June and many traded for the full week
following, despite the unseasonably poor weather, with the last day of the new stalls being
Friday the 29th June.
The planned location for the new stalls was to be
the town’s grand public space, Victoria Square.
But due to a military memorial event on launch
day they had to be moved, and subsequently
returned to the space for the rest of the week
(see right). In keeping with the council’s
commitment to make the event high profile they
were instead located nearby in Bolton’s main
shopping street, Deansgate (see below), home to
key stores such as Superdrug, Waterstone’s and
Phones4U.
There has been debate locally as to whether this central location is more appropriate for New
Traders (because of its high footfall) - or if the New Traders should be located with the main
market (see ‘Findings’ section later in this document) to boost footfall and awareness of the
market hall.
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15 New Traders participated in Love Your Local Market, offering among other things:
-
Artisan beads / jewellery
Handmade soaps and body care products
Cupcakes and other confectionary
Craft stalls – selling handmade cards, key rings,
bookmarks etc
Hair and body care products
Jams, chutneys and flavoured oils
Sweets and confectionery
Beauty treatments
Plants and planters
Menswear
Luggage/bags
Hot food and drinks.
The council also worked with the local college and the
town’s Business Enterprise Centre to broaden their net
for possible New Traders. The college took a stand
offering beauty treatments and were also able to
demonstrate other courses and how they could link
with a career in market trading and entrepreneurship
generally.
Promoting Love Your Local Market
In spite of the limited time to prepare, Bolton put great energy into organising and promoting
their Love Your Local Market campaign.
Their campaign ran during the week 23rd June to 7th July. Launch day was Saturday 23rd June
with celebrity chef Simon Rimmer cooking fresh produce in the market’s food hall and TV’s
Apprentice finalist Adam Corbally speaking about the opportunities markets provide for
entrepreneurs. Adam is a North Westerner and started his own business at Glossop Market in
the 1990s.
-
Bolton’s markets team had a serious promotional budget, compared with most participating
markets - £10,000 – and put it to good use:
PR to local media that triggered coverage in the Bolton News and Manchester Evening News
(see Appendices at the rear of this report).
Paid advertising in the Bolton News.
Coverage on BBC Manchester’s popular Saturday morning ‘Retail Therapy’ programme,
broadcast from the event on Saturday June 23rd.
Coverage on Bolton Markets’ website and the Council’s intranet.
Social media exposure via Twitter.
Outdoor poster sites, and posters in local retailers, each of the markets, library etc
A large banner on Victoria Square.
‘Clean graffiti’ stencil in Bolton town centre and Farnworth Market.
47
-
Branded kite banners and banners for the pop-up stalls.
Branded staff t-shirts to identify key staff on duty during
the event.
Incentive programme for Bolton Market loyalty card
holders (sQuid), which included e-shots and SMS text
messages with opportunities to win money onto loyalty
cards during the campaign, as well as ‘deals of the day’
over the fortnight.
A photographer and filmmaker were enlisted to capture
images and interviews to help promote the positive
impact of the event. The video will also be shared to
encourage first time traders and potential sponsors to
get involved in the event next year.
3 Research Approach
The research approach was to visit each of the 5 case study locations signposted to us by
NABMA (Bolton, Bradford, Fleetwood, Ludlow and Portobello) for a full day. During the day
we sought to carry out Depth Interviews of approx 5 minutes duration with at least six New
Traders, six with Existing Traders, 15 market shoppers, six nearby shopkeepers, and of course
the market manager or managers.
Individual Topics Guides (prompts for discussion) were created for each stakeholder group
and extensive notes made in real time during interviews. The style of these Depth Interviews
is for researchers to ask open-ended questions and to capture the respondents’ views and
comments on relevant topics
Topics Covered included:







Awareness of Love Your Local Market
Communication of the event
Attitude towards the event
Impact on footfall and turnover
Experience of New Traders
Benefits delivered by the event
Future expectations
The purpose of the ‘Depth Interview’ approach was to glean views and comments from a
range of stakeholders of Bolton markets.
48
In Bolton we carried out fieldwork during the
opening day of their campaign, Saturday June 23rd,
interviewing 6 New Traders, 13 Existing Traders, 18
market shoppers, 7 shopkeepers - and the market
manager.
Images were captured and video interviews
undertaken with key traders, market managers and
shoppers where possible and these will be available
as part of these published local case studies, and
the national report that will sit alongside them.
4 Findings
What did shoppers say?
We interviewed 16 shoppers at the launch of Bolton’s Love Your Local Market campaign on
the 23rd June and this section outlines the findings from these interviewees.
Shoppers were predominantly asked about ‘Love Your Local Market’ – their awareness and
impressions of the event and their ideas for improvements if the campaign were to be
repeated in 2013, as well as some general comments about Bolton Market.
Awareness of Love Your Local Market
Most shoppers had not heard of Love Your Local Market. When prompted by the LYLM logo,
only a small number recognised it. However, further prompting revealed that people had
some awareness of the Portas Review and could ‘put 2 + 2 together’ and see how this event
linked to supporting markets and town centres.
Those who had heard of Love Your Local Market had done so via that morning’s BBC Radio
Manchester’s Retail Therapy programme, suggesting local radio as a useful medium for
targeting the traditional market shopper (though not necessarily drawing in new shoppers).
A small number of people had seen the PR the council had secured in the run up in the Bolton
News, and one referred to a piece on regional TV.
Branding and presence of Love Your Local Market
Most people hadn’t noticed anything different. Given that the short notice meant there was
only a limited display of LYLM banners at one of the many entrances to the market, this was
not surprising.
Inside, the market hall is large so it is easy to miss any branding unless it’s hugely visible.
However, the Retail Therapy programme and the cookery demonstration achieved much
49
greater recall. When asked what people had seen that was different, it was mainly local TV
chef Simon Rimmer’s appearance that had been noticed.
‘Yes, the cooking demo with Simon Rimmer’
‘Yes, the banners and the demo by Simon Rimmer’
‘Yes. The cookery demonstration’
‘Yes. It’s the demonstration [cookery]’
NB. Shopper interviews were undertaken inside the market
hall, not near the pop up stalls operated by New Traders,
which were located in Deansgate. If interviews had been
done near the pop-up market with its LYLM and Bolton
Markets branding, then awareness of ‘something different
taking place’ may have been much higher.
Impact of Love Your Local Market on footfall
Shoppers did not identify LYLM as having a big influence on either footfall or spend in the
market, with a typical comment being: ‘It’s always busy here!’
Is ‘Love Your Local Market’ a good idea?
Bolton shoppers readily identify the value of the market to their town and readily relate to
the concept of Love Your Local Market. That said, they also have plenty of recommendations
to enhance the event!
‘Yes. It’s the best market in the UK so we need to celebrate it.’
‘Yes, Bolton Market is brilliant, so anything that we can do to improve it is vital. I come every
two weeks.’
‘Yes, particularly for older people - it’s a great place to come and socialise.’
‘Yes, brilliant. It can bring people into town – [LYLM] needs more trumpeting though.’
‘Yes. It’s a great opportunity for stalls to sell more. The only thing is it needs to be bigger on
every scale - more events, more advertising etc, maybe something for kids – unless I’ve missed
it.’
‘Now I remember – it’s to do with Mary Portas right? Yes let’s get more people using them
[markets]. But it needs to be more than one day a year, we need an overhaul, like the market
here is great, but the building is old and tired; it needs to be a great retail experience - like Gap
or Tesco, but with the charm and individuality of this market’
‘Yes. It’s a brilliant idea. Could do with more excitement though around the outside’
50
Future plans for Love Your Local Market
Constructive criticism focused on improving awareness via more vigorous marketing and PR,
as well as branding the market hall building more effectively.
‘More PR – I hadn’t heard of it till you told me’
‘Better advertising here – it took a while to find Simon
Rimmer’
‘More celebration of the markets: stuff outside the main
entrance, more flags and banners, people handing out
leaflets about what’s on etc. Perhaps something for kids
– it’s quite a family place this and that’s missing today’
‘More tasting of products and demonstrations on a regular basis, not just today’
‘Lots of people don’t know about this event or the market, we need to do more to get people
to realise what’s in here’
All shoppers agreed that Love Your Local Market should be repeated, with quite a number
thinking it should be held more often. Those wanting a more regular Love Your Local Market
event split evenly between holding it quarterly and monthly.
What did New Traders say?
Of the six new traders interviewed, two were completely new to market trading and the other
four had traded at the local Queens Park farmers market and other speciality northern
markets.
Of New Traders we were not able to interview there was a high quality cheese trader usually
trading in the market hall and who wished to broaden his market. This might be a useful
strategy for councils looking to expose their quality offer that is often ‘hidden’ from nonmarket goers indoors.
The pop-up market for New Traders was intended to run out of the town’s main Victoria
Square. But, as noted earlier, it had to be relocated owing to a conflicting event, operating
instead out of the main shopping street, which also has high footfall.
Awareness and motivation...
Most existing traders were aware of LYLM by way of direct communication from the council
or word of mouth at other markets, suggesting this is an important route to traders:
‘Word of mouth at Queens Park local producers market which I trade at’
51
Those who had traded previously at the council’s farmers market were persuaded to try the
LYLM proposition by the promise of a good trading location and high footfall. The chance to
‘trade for a tenner’ was also a factor - but perhaps less than the opportunity to trade in such a
good location:
‘I knew it would be good in this location. Price too’
‘I was thinking about setting up a cupcake business and
wanted to test the idea’
Views of the offer and signing up process
The easy terms for New Traders, and the support from the
council were considered first class. While it may not be a ‘deal
breaker’, keeping it simple adds to the ease of trading, and in
this regard Bolton’s approach could be regarded as good
practice by other markets.
‘Easy. It’s well organised, just like everything the council’s
markets team does’
‘Easy, well organised: the council staff is great’
All traders were happy, which is not surprising at £10 per day to trade in such a busy market.
In fact, some traders with an established product actually felt they would be prepared to pay
more, say between £20 and £40. So £10 is ideal to tempt true virgin traders, but with regard
to those trading on an ongoing basis elsewhere, it may be possible to increase revenue with a
slightly higher stall rental.
‘Yes, I’d probably have paid between £20 and £40 for today. I’ll give you an example: at
Chester Food Festival it was £350 for 3 days! Now that was good, but not that good’
Support for New Traders
None of the New Traders interviewed had heard of NMTF’s ‘First Pitch’ initiatives so had not
taken it up. This may be an area where councils and the NMTF can link more effectively to
provide support to New Traders for a future LYLM event.
Concept of Love Your Local Market
All New Traders were positive about LYLM. Here, the new breed of trader appears able to
present their product more attractively, and to have a more commercial and customer
focused approach, often seeing market trading as only one outlet for their offer and brand.
‘It’s a great concept well delivered.’
52
‘It’s a great idea. It helps those producing a bespoke artisan product to compete, at least to
get off the ground, against mass produced products of the chain stores’
‘Yes, it can bring trade in as there are lots of empty shops – why not get traders into those
shops on a rotating basis? I know there would be insurance issues, but all the same it would fill
them up and bring diversity to the town centre!’
Impact on footfall in the market
Like shoppers and existing traders in the market hall, New Traders were uncertain if LYLM had
made a difference to footfall. It was difficult make a judgement because the row of back-toback stalls in Deansgate created a funnel effect, which gave the impression of a very busy
location
That said, it was clear that the LYLM initiative had brought the street to life, and that by
continuing a market there (whether as part of LYLM or via a Bolton Council initiative), there is
the potential to energise the street and create an attraction:
‘It seems busier but that might just be because with the stalls in the middle here it funnels
everybody in front of you’
‘To get more families involved, they could do what they do at Congleton Food Festival. There
they give kids a card, you know like one you would get at Café Nero, and they have to go
round and collect something from each stall – so they get a bit of bread, a cake, or a slice of
soap from each and get a stamp from each trader that participates – it keeps the kids
interested, makes it more interactive, and that might make it more family oriented and
encourage more parents to dwell longer’
‘I think the publicity they [Bolton MBC] got on BBC Manchester this morning was great and
probably will get a lot of people down here who didn’t know about it’
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Impact on New Traders’ sales
This was the area where New Traders were really enthusiastic. Crucially, all had done better
than expected by the end of the launch day and were even more enthusiastic than on our
arrival in the morning.
But the real difference is that these traders, both brand new and new to this space, do not
have enough opportunities to trade either in Bolton or across the North West, so any
opportunity is a chance to make money and to make their business more sustainable.
‘Yes, I would not have been trading today otherwise’
‘Opportunities to trade are really limited in the North West’
‘I’ve done much better than I expected’
‘There was a real mix of people through here’
‘I’ve done much better than I expected – I’d sold 5 [t-shirts] at £10 by 11am!’
‘Yes, I would have been sat at home otherwise because there aren’t other opportunities for me
to sell’
Ideas for enhancement
Overall New Traders were entirely positive about their LYLM experience, asking only for more
vigorous marketing and publicity for the fact that the location had been moved from Victoria
Square. That said, by the end of the day, New Traders were so pleased with the trade that this
was no longer an issue.
‘The only thing I would say is that it was due to be in Victoria Square and that would probably
have been even better. But here’s still great too’
‘I would also suggest more social media marketing – getting onto Twitter etc. A number of us
more adventurous, newer traders are on Twitter and can use that to re-tweet and promote
the event for free on behalf of the Council’
‘The event as a whole needs to be better promoted. Nobody I know knew anything about it’
‘Needs more advertising and marketing’
Impact of Love Your Local Market on the market and town centre
New Traders firmly believed that the event, particularly if held
more often, could be a valuable addition to any town centre,
Bolton and others like it. This is particularly true for those ‘under
the cosh’ from recession : by adding something unique that
compliments the existing day-in-day-out retail offer, LYLM brings a
new dimension to the town centre offer. (The ‘Smoothie Bike’
pictured here is a good example)
54
‘Yes, it can offer something new and different to the chain shops. It adds value to what is an
otherwise fairly ordinary town centre’
‘Yes, it may bring people in who wouldn’t normally come to the town centre and that’s
effectively driving tourism and the town really needs that!’
‘People like homemade things and we need to support those who can sell them and make
them’
‘Yes, there are more people lingering here in this part of the town centre. Not sure if that
means more footfall but it’s really creating a buzz and it’s something different for a weekend
when it would normally be the same old shops’
Repeating Love Your Local Market
All traders wanted LYLM to become more than a once a year event, whilst acknowledging that
over-repetition would devalue the uniqueness of the event, trader opinion splitting evenly
between wishing for monthly and quarterly repetition.
‘Yes, quarterly. Not more frequently as it may lose its appeal’
‘It’s a great idea. Because it’s in the town centre [as opposed to
the market itself] it gets New Traders out in front of the paying
public and here Deansgate has great footfall’
‘Yes, it brings people out and together at the heart of the
community; to interact with other people - both traders and
customers. And you get an experience which is nothing like a
mainstream store or supermarket. There aren’t many
opportunities for that kind of thing anymore and it’s important’
‘Yes, maybe quarterly or even monthly. People keep asking ‘When
will we see you again?’ and I say not here because it’s yearly, but
they can find me every month at the Queens Park farmers market,
so it is providing an alternative way of raising the profile of that
market’
Follow up...
Three months after the close of LYLM we made contact again with the traders who attended
Bolton’s ‘Trade for a Tenner’ event. Of the six that were contactable, all but one were still
trading. Of the completely new traders two of the three were still trading, and their
comments follow below:
‘It was a really good event [LYLM]. We have expanded since the [Love Your Local] market
event. We are now doing locations across the North and the wider UK too. We are also trading
online now. I think that you have to have every avenue covered in our business. The challenge
is in getting more of those type of events running on a consistent basis’
55
‘Without more of this kind of event, there will be limited opportunities for our kind of
businesses [unique cosmetic products] because it doesn’t work in conventional markets. We
need a more aspirational clientele and there aren’t enough of those at traditional markets;
certainly not up here’
‘I can’t say it was the thing that made the businesses, but without it, we might not be here in
October. We did so well that wee, it encouraged us to think that there was demand for our
products. Without that we might have just given up. Since then we have gone on to selling on
a number of other markets, not just in Bolton’
Case study: Sweet Dreams
Siobhan Mates from the Cupcake Creationz bakes and retails exquisite cakes. She tells us how
Love Your Local Market was the perfect catalyst.
‘I’m still trading and selling my cupcakes and creating new ones all the time. I did the Bolton
Food Festival this year as a step on from Love Your Local Market and had an amazing time
there too. I did really well.
Love Your Local Market was my first market and without that I would have probably started
but I’m not sure where – it came at the perfect time. The enthusiasm from people who saw my
stall for the first time really took me back. It’s just getting in front of the right people.
I moved onto Bury Market for a few months and worked from there, however it was difficult
and didn't take off so I’m back to trading on the Bolton Markets. I have also set up doing office
cupcake runs to call centres, which is another avenue that is doing well.
For the future I want to do Love Your Local Market again and farmers markets, as well as
building the delivery business’
What did Existing Traders say?
Six existing traders were interviewed, five in the covered market and one outside, covering a
range of offers from herbal medicines to poultry, and Asian party clothes to home wares.
About half of existing traders in Bolton Market were aware of the LYLM event, with the
council’s markets team the main source of knowledge.
‘Became aware via a leaflet from the markets team’
‘Never heard of it’
In spite of many issues with the town centre and the market itself, existing traders
wholeheartedly pay tribute to the efficiency of the Market Team staff themselves. On balance
existing traders also regard LYLM as a positive development
‘The market is the jewel of the town centre and is vibrant, despite the boarded up shops
throughout Bolton town centre’
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‘In theory it’s a good idea’
‘It’s crucial to provide an opportunity for small businesses. They pay people locally and keep
money local much more so than supermarkets’
Impact on footfall in the market
Generally existing traders were not confident they could attribute any increase in footfall to
LYLM; though one trader located close to the cookery demonstration did feel they were
busier on the day.
‘No difference for me’
‘It does seem busier round our stall, definitely, maybe by 5 to 10%. It’s hard to tell but I think
it’s to do with having the chef [Simon Rimmer], next to us doing the demonstrations – it really
seems to help that’
Attitude towards New Traders
In common with attitudes around the country, existing traders expressed themselves happy
to have new traders in the market – so long they don’t have directly competing offers. Most
traders appreciate that new offers will draw new shoppers into a market, to everyone’s
benefit. Only one existing trader on June 23rd was entirely hostile to the idea of support for
New Traders.
‘Yes, as long as they are not competing’
‘Bring them up here! They are in the town centre and we need them up here so people then
come and see us afterwards’
‘They [Bolton Markets] are happy to promote new people but not existing market traders and
it takes away from existing market traders. We would be happy for them [Bolton Market] to
promote genuinely new people who do not compete’
Repeating and enhancing Love Your Local Market
Ideas for enhancement of LYLM focused on more vigorous marketing:
‘There needs to be much more marketing for it and a higher profile if it’s to have any impact at
all’
‘Two banners is a waste of time’
All existing traders interviewed believed it would be worthwhile to continue LYLM and to
restage it in future years:
‘Yes. Every couple of months in fact’
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‘Interestingly Tuesdays and Thursdays are better than Saturdays for us. Yet that doesn’t seem
right with the amount of people in the town centre being generally higher on a Saturday…Let’s
get this [LYLM] on more often!’
Long-term impact on the market and town centre
Like shoppers, most traders feel that LYLM’s impact in the longer term on the town centre or
the market depends on stepping up both frequency and profile. That said there was general
acknowledgement that LYLM is a welcome start.
‘It’s tough for everyone right now with the recession, so anybody who is able to help drive
footfall at markets will be embraced with open arms’
What did shopkeepers say?
Our interview team talked with shopkeepers adjacent to the market, three located near to
the pop-up stalls in the town centre, and three next to the main market hall.
None of the retailers near the main market hall had heard about Love Your Local Market.
However, all of those near the pop up New Trader stalls were aware of the event, simply
because it was so visible from their shops.
‘Saw the stalls outside and the Bolton Markets
branding’
‘Saw it outside’
Invariably all retailers interviewed regarded Love
Your Local Market as a good idea, recognising that
the new offers introduced by LYLM is able to draw
visitors into the area.
‘Yes, it’s a great idea’
‘More promotion, needed, but the stalls here are great – not the stuff you would normally
associate with old fashioned markets - you know cupcakes, soap, cool t-shirts and so on –
really good’
Impact on footfall and sales in the area
Most shopkeepers interviewed by us regarded June 23 rd as a typically busy Saturday – but no
more than usual. Only one retailer felt it might be busier (near the pop-up market stalls in the
centre of the town rather than at the main market hall).
‘It does seem busier but I wonder if that’s because of the additional stalls creating a more
funnelled and compressed effect in the space?’
Not surprisingly shopkeepers found it difficult to say whether or not the LYLM event was
making any impact on sales in their stores, with a conclusion about 50/50 either way.
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Repeating and growing Love Your Local Market
All shopkeepers interviewed were supportive of the market, with those adjacent to it
particularly concerned that investment and modernisation should take place to attract a new
generation of visitors - and importantly maintaining footfall past their shops. Their immediate
instinct was to support LYLM, seeing it as a route to bring innovation and investment into the
market.
‘Yes. It’s good, but not sure it is physically well connected enough to the town centre – could
this be more so? Is that part of the plans for refurbishing it that I’ve heard about?’
‘Yes. It’s a great place to shop but it seems to be for older people. Could it offer more stuff for
younger people? It also needs to be cooler. Young people are used to shopping in Topman or
drinking coffee in Starbucks. Why not make it more stylish while retaining its atmosphere?’
‘More demonstrations and more events. For example, we are near the market – one of our
doors opens onto it. Why not get us doing demonstrations in the market or just outside –
knitting, weaving etc. It would be fantastically popular with the children and parents – making
it a family day out’
‘The market is a real community place and I think we need to see it as more than just a place
to come and buy food or home things. Rather a destination in the town centre – somewhere
where there is always something going on – demonstrations, entertainment etc’
‘It isn’t as busy as it used to be and it’s critical for our business, because so many people stop
here on their way there or back into town’
‘It really brings people up here from down in the town. Also more than three days a week, we
are much busier when market days are on’
‘We also need to sell the market on its personality, friendly personalised service, and the
variety, not just the value for money aspect. That’s important but it’s not enough to be cheap
– that only caters to a certain market and we need a broader range of people here, people
who are looking for something ‘authentic’, and is different to what you can get on the High
Street’
As with other Bolton stakeholders, shopkeepers all wanted LYLM to be repeated, promoting it
more vigorously and building it up into a bigger event:
‘More promotion – more of an event’
‘Yes, great idea but it needs more investment in the promotion, banners. A lot more!’
And in common with other stakeholders there was a desire for more active promotion and
marketing of the event.
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‘More advertising. I can put posters up in my shop’
‘Not sure what is going on – there are these stalls outside but is there anything else – I might
go to something in my lunch break if I knew what was on’
What did market managers say?
Bolton Council maintains a strong and well regarded market management team, and we were
able to interview all key members. All had put a huge amount of effort in at short notice and
were very positive about the event and the work of NABMA and other partners in getting
Love Your Local Market off the ground at short notice.
Uniquely in our experience, Bolton Council carried out their own survey of market shoppers
to evaluate the success of LYLM in their town. An excerpt from that piece of work is included
as an Appendix to this Case Study.
Key points to emerge from our discussion with the management team were:
 More notice to allow for better planning for next year’s event!
 A centralised source of merchandising (provided by NABMA on behalf of participating
markets) for e.g. kite banners, t-shirts, badges. The thinking is that this would reduce costs by
providing for bulk buying, and provide participating markets with an easy source of good
promotional materials
 There was good national coverage – well done! But a few tweets from Mary Portas and an
interview on national TV / radio on the day by her would have made a major impact on the
success of the fortnight, especially those markets with launch days on the 23rd. This comment
is not directly concerned with Mary Portas but more a recommendation for the DCLG /
NABMA led programme to secure this sort of participation from her as part of a future 2013
contract with her.
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 They ask for a ‘Making YOUR Love Your Local Market a Success’ toolkit for 2013, a sort of Best
Practice manual, drawing on the best of what has happened this year and lessons from
locations like Bolton.
 They were positive that NABMA had signed up more than 300 markets, a good base to build
on for next year.
 Bolton Council, even at this early stage, has confirmed they will be staging the event again
next year, regardless of decisions at national level.
5 Appendices
Press Coverage
61
62
Bolton Council Evaluation (excerpt)
63
64
65
66
Love Your Local Market 2012
Impact of the event in
Portobello & Golborne Market
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Contents
1 Summary....................................................................................................................69
2 Fact File......................................................................................................................70
About Portobello and Golborne Market...............................................................70
‘Love Your Local Market’: What did they do?.......................................................71
3 Research Approach.....................................................................................................72
4 Findings.......................................................................................................................73
What did shoppers say?........................................................................................73
What did New Traders say?..................................................................................74
What did Existing Traders say?.............................................................................76
What did shopkeepers say?..................................................................................78
What did market managers say?...........................................................................78
5 Appendices..................................................................................................................82
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1 Summary
 New Traders at Portobello and Golborne Markets are very positive about the experience of
Love Your Local Market initiative. They appreciate the opportunity to trial their products at
this world famous market.
 The learning experience at this market was a ‘two way street’ - existing traders have learned
from New Traders as well as vice versa –and this phenomenon is recognised and valued by
the market management team.
 New Traders sometimes show better skills of displaying their offer and communicating with
customers than historic traders. They decorate their stalls distinctively and have plans to
create their brand. They are energetic and imaginative in publicising not just their offer, but
also Portobello Market in social media.
 New Traders ask that Love Your Local Market should be more vigorously promoted, at the
least with banners and a promotional stall in the market. They want the new offers
introduced under LYLM to be promoted via the market website.
 There is a realisation among New Traders that LYLM is a message that can reach throughout
the year, not just for 2 weeks, a sentiment that is shared by the market management team.
Unusually they have continued to produce LYLM branded promotional items well into 2012.
 Existing Traders are mostly aware of LYLM and have a positive attitude to it, recognising that
new and different traders will attract more customers. That said, they do not believe that
either footfall or sales have benefited from LYLM in 2012; in this respect though it must be
relevant that Portobello is an outdoor market and traditionally very much weather
dependent.
 Neither Shoppers nor Shopkeepers have a high level of awareness about Love Your Local
Market - but when the concept is introduced they warm to it.
 LYLM 2012 was a low key event
in Portobello and Golborne
Markets, with no publicity
visible in the market during the
event, and no leaflets, banners,
or logo visible in the market
during our fieldwork visit.
 Nonetheless the event has been
judged to be a success locally
and market management have
already
announced
their
participation in 2013 and are
already making plans.
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2 Fact file
About Portobello and Golborne Market
The Royal Borough of Kensington and Chelsea in London is one of the best places to shop in
the capital, with much to offer beyond the typical high street. The Council manages two
adjacent markets:
Portobello Road Market is one of the most famous markets in the world, renowned for its
antiques and vintage fashion. Nearby Golborne Road Market features food stalls during the
week and has busy second hand and bric-a-brac sections at the weekend. These iconic
markets cater to three different groups of visitor: locals, West Londoners, - and the Rest of
the World!
Portobello Road Market has three
different markets on one site. The
Portobello Road street market operates
mainly on Saturdays. The antiques
section at the southern end of the
market is the UK’s biggest antiques
market. The new goods, and fruit and
vegetable section in the centre of the
market, which operates Monday to
Saturday has lots of hot food stalls on
Saturdays. The vintage clothing section
at the northern end of the market is
world-renowned as a fashion source.
The full market on Saturdays offers an
aggregate of over 200 sites and is a big
tourist attraction. Golborne Road has its
own market all week and a
concentration of Caribbean, Algerian,
Moroccan and Portuguese restaurants
and shops. During the week it is a food
market, which on Saturdays is
complemented by second-hand traders.
The area also hosts a number of
privately operated markets. The Love
Your Local Market initiative effectively
opened up one of the world’s most
iconic markets to starry-eyed aspiring traders and retailers – and they have appreciated the
opportunity.
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Love Your Local Market: What did they do?
As part of the LYLM campaign, 200 one-day sites were made available at Portobello and
Golborne market from 23 June to 7 July 2012. The sites were offered for a special price of just
£10 per day, including temporary street trading license, pitch, insurance for the day, and
provision of a stand. Pitches were in both Golborne and Portobello Roads, and split across the
fortnight with 20 sites per day Monday to Wednesday, 30 sites on Friday and 10 sites on
Saturday. New traders were asked to register for the scheme at least one week before the
day they wishes to trade on.
To announce the event the market used the following channels:
-
Market’s regular newsletter to traders
Council website rbkc.gov.uk/visit website
Leaflets in Street Trading Office
Facebook
Twitter
Other council run websites
Area meetings with traders
Press releases
Radio interviews with BBC London
Residents panels
Documents such as Guide to Markets
Shop Portobello Road and Golborne Road website runs by traders.
57 aspiring entrepreneurs tried their hand at market trading on a total of 100 Portobello and
Golborne Road market pitches – which we believe is the highest New Trader count of any
participating market.
On 7 July 2012, to celebrate the conclusion of the UK's first-ever national Love Your Local
Market fortnight, a special free family screening of the Disney classic Bedknobs and
Broomsticks was hosted by the Portobello Pop Up Digital Microplex cinema.
The market made an immediate commitment to support the 2013 event.
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3 Research Approach
The research approach was to visit each
of our 5 case study locations signposted
to us by NABMA (Bolton, Bradford,
Fleetwood, Ludlow and Portobello) for a
full day. During the day we sought to
carry out Depth Interviews of approx 5
minutes duration with at least six New
Traders, six with Existing Traders, 15
market
shoppers,
six
nearby
shopkeepers, and of course the market
manager or managers.
Individual Topics Guides (prompts for discussion) were created for each stakeholder group
and extensive notes made in real time during interviews. The style of these Depth Interviews
is for researchers to ask open-ended questions and to capture the respondents’ views and
comments on relevant topics.
Topics Covered included:







Awareness of Love Your Local Market
Communication of the event
Attitude towards the event
Impact on footfall and turnover
Experience of New Traders
Benefits delivered by the event
Future expectations
At Portobello and Golborne Market we carried out fieldwork during Friday June 29 th, the midpoint of LYLM 2012. Our team exceeded targets, interviewing 14 New Traders, 11 Existing
Traders, 16 market shoppers, 7 shopkeepers - and the market manager.
Images were captured and video interviews undertaken with key traders, market managers
and shoppers where possible and these will be available as part of these published local case
studies, and the national report that will sit alongside them.
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4 Findings
What did shoppers say?
Shoppers had a low level of awareness of the Love Your Local Market
initiative – even failing to recognise the logo when it was shown to
them. Some had however noticed new stalls in the market.
When the concept of LYLM is introduced shoppers invariably regard
it as a good scheme, hoping it will inject new variety in the market.
They want to see new products and unique items and hope LYLM will
deliver these aspirations. They also recognise the place of the market
in supporting the local community and welcome LYLM’s part in that
equation
‘Good for people growing their own and making their own stuff’
‘It is exciting. I would love to see new products. Market shopping is a
personal thing, it’s interactive. You talk one to one to the trader, you
chat and laugh. It is definitely more sociable. You feel you are
supporting local shopping and the local community’
Restaging Love Your Local Market
Shoppers agree that LYLM should be repeated at least once a year, or more often. But they
insist it needs to be advertised widely to the public, naming Time Out magazine, internet
advertising, and around the tube station as suitable media.
‘Love Your Local Market needs more marketing, especially around the tube station. The name
works but you should explain it more’
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‘Market trading and shopping is affordable especially in the current climate. It definitely needs
more promotion to get more traders and people on board’
‘Make it easier for people to run stalls, make more stalls available’
What did New Traders say?
Of the 14 New Traders interviewed, six were completely new to
trading and others had traded in different markets before but first
time in Portobello and Golborne Market. They had heard about
LYLM through the market website and some of them from the
street trading office.
New Traders were very happy to have an opportunity to trade
and trial products and formats in a world famous market. The
discounted pitch fee is a magnet and New Traders very happy
about it.
‘I had initially applied to Portobello, always wanted to sell there,
this was a great opportunity’
‘I have never traded in West London before; it’s a very diverse and
important market. I wanted to test and to see how well it does’
Signing up…
They found the signing up experience easy and straightforward. None of them had taken up
any support initiatives, and in fact were not aware that any were available.
‘The signing up was much easier than I thought it would be’
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Benefits…
They recognise the opportunity provided by Love Your Local Market in giving a chance to New
Traders and entrepreneurs to trial demand for their products and experience retail trading
without large costs or ongoing commitments. It also allowed them to get a pitch in Portobello
which is normally very difficult.
‘LYLM is encouraging, especially in times of austerity. The High Street is dying and there is a
gap in the market for something new. Market stalls have no overhead commitments like shop
rental, so they are good for traders and shoppers. It’s a win-win situation’
‘Very good and worthwhile - provides a really useful 'taster' and something to build on’
‘LYLM is an excellent concept, very helpful to entrepreneurs and New Traders’
‘The event promotes entrepreneurs, gives experience and helps them decide what to do. It
helps them to get in tune with the demand of the local market’
Communicating LYLM
‘It is a very good concept but needs to be promoted more. I live around the corner and have
not seen anything about it. I heard it from a friend. They don’t need to have a big budget for
communication. They could open a stall and put posters and leaflets on it. They could use
existing traders and the market itself to communicate it’
Follow up…
Follow up interviews conducted by phone in early October, three months after the close of
LYLM 2012, revealed that New Traders have benefited from the opportunity, with 6 of them
continuing to trade in Portobello, and some continuing in other markets. Others had stopped
trading for a range of reasons – including personal reasons.
‘I sell to various coffee-shops and take individual orders via my website, but I definitely see
market trading as a vital part of my business plan. I'm hoping to get something more regular
in the New Year - preferably on Portobello, but if not I'll be looking at other sites’
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‘I hope that by next year I will be more established and won't need to participate in LYLM
again, but I would certainly recommend it to anyone considering market trading, or who
wants to trial their products’
‘We tested the product in Portobello during LYLM so it was very helpful to get feedback about
the product and perfect it. Even if we start to sell in retailers in huge quantities we will
continue standing in markets. This is where you can be face to face with customers. You see
their verbal and non-verbal feedback to the product. Even if they are not buying, shoppers in
markets are giving great feedback which could help to change your product, learn the best
way to sell your products. Markets are a really good barometer of interest. And it is low cost to
try! So I would recommend being in markets even more’
What did Existing Traders say?
Almost all Existing Traders interviewed were aware of LYLM. It was announced in the market’s
regular and via A4 posters & flyers from the street office.
Existing Traders all think it is a good initiative, promoting markets and bringing in new people
and encouraging New Traders.
‘Good idea, it enhances the image of the market’
‘Good idea, we could do with some unique stalls to improve the market’
Existing Traders don’t believe it had an impact on sales in the market. Although many
believed the market was busier LYLM, the majority believe that footfall was not changed.
Attitude towards New Traders
Overwhelmingly, Existing Traders say they welcome New Traders. They believe having more
stalls and wider variety is good and can bring new shoppers to the market. That said, they
don’t expect New Traders to provide direct competition by selling the same goods as Existing
Traders.
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‘There are more people, more colours, and more products.
It’s good to have them here’
‘There is not as much enthusiasm in the market as there was
before and New Traders can bring that’
However, Existing Traders are not sure about the long-term
effects of LYLM.
‘I support these initiatives but I’m not sure what will change’
‘I can see it impacting 'local' local markets but not this one,
this is not an old fashioned market town here, so no one is
interested in protecting the local economy’
Restaging Love Your Local Market
Existing Traders are firmly in favour of Love Your Local Market being repeated annually - or
maybe even twice per year, once in summer and once pre-Christmas to boost trade. They are
also asking for more and more effective promotion of LYLM, but also of the market itself.
‘It should be more heavily promoted, and definitely be an annual event’
‘We are not getting the volume of people we should have. We should attract more locals and
to do that we need new stalls that would attract local people’
‘Promote Portobello more. Promoting Fridays as market day would be good too’
‘Vehicles driving through should be stopped especially on Fridays and Saturdays. We should
have proper ads communicating that the market is on during the week’
Reviving town centres
Some of these West London shoppers are well aware of current social issues and quickly
identify how markets can put the heart back into town centres.
‘I want places without chain stores. I like local shops and markets’
‘You feel you don't belong to anywhere anymore. The High Street is dying and we are losing
the community feeling. We had community centres now they are closed; libraries are closing.
There is no sense of community anymore. Markets have an important place in making us feel
like a local community. I totally support any initiative that supports them’
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What did shopkeepers say?
Shopkeepers adjacent to Portobello and Golborne Markets were not aware of the Love Your
Local Market initiative, and nor had they noticed any change in footfall or sales.
However, when the concept is explained to them, shopkeepers endorse the objectives. They
welcome any support or investment in the market and believe that New Traders will attract
more visitors.
‘Yes, a good idea to get people to shop. Shouldn't have [adverse] impact on shops though’
Restaging Love Your Local Market
Shopkeepers too support a continuation of LYLM – again with the caveat that it deserves to
be more vigorously promoted.
‘It should be repeated but it should be promoted more widely. Try to do it in a quieter period
to give a boost’
‘Love Your Local Market should definitely be repeated. Maybe create more noise about it, by
people announcing it, by signs on the street, and posters in shops’
What did market managers say?
Nicholas Kasic, Royal Borough of Kensington and Chelsea Markets Manager believes on
balance that Love Your Local Market has been a successful and worthwhile venture. Even
before the event finished they had decided to support it next year.
‘A National Market Day is a good idea as it is useful to have a focused day. Markets have been
pushed to create events out of nothing, so if we have one national event it’s easier to link
things together. Supporting events under one banner was handy and Love Your Local Market
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is a nice, powerful message. It is simple, straightforward and it can be put in various places. I
think they should hold on to that message’
With more time at their disposal, the markets’ managers see a bigger potential next year.
They were not able to boost the profile of the event this year as in London it fell in the
hangover period between The Diamond Jubilee and London 2012. They didn’t have the time
or capacity to launch into another kind of celebration.
‘We’ve already talked about next year and the desire to up the game in terms of how we
promote the event – because, in spite of limited promotion, we had so many people come
along to join us. We’re quite happy. We’ve got some new fresh traders who are interested in
promoting the market and being part of the market family, which makes us interested in
actually going further, and being supportive of any future initiatives.
We have used LYLM to create a map of the Borough of Kensington and Chelsea markets.
We’ve linked up with the private markets in the area. That is something that LYLM has pushed
us towards. This means next year we will be able to do different things’
Impact on footfall
‘I’m not sure if LYLM has increased footfall or
sales in the market. The weather is a very
important factor. Yesterday was a glorious day,
and today grey sky. It changes the footfall.
Westfield [a covered shopping centre] is our
biggest neighbour, so naturally on a day like this
unless you’ve got dedicated shoppers, others are
going to go elsewhere’
Schemes offered
Market managers here recognised what New Traders in other places were telling us: that,
although they welcome the ‘trade for a tenner’ concession it isn’t enough on its own to
ensure their continuation as traders. They are asking for practical help and training with the
new experience of market trading.
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‘The market offered 200 outside pitches at £10 which covers the cost of the table and
insurance. If they stay on as traders into the future they don’t need to pay the registration fee
again. It provides a very cheap and quick way to enter the system. We allowed New Traders to
try both Portobello and Golborne markets as they are quite different. We provided the NABMA
handbook that gives information on getting started and gave our New Traders certificates and
asked for their feedback’
The future…
They believe it should be an annual event and the late June timing, with schools still open and
before go on holiday, is right.
‘Markets are topical and we need to maintain that. If it doesn’t continue as an annual event
we are going to spend a lot of time and effort creating it, working on it. Managers like myself
are already thinking what to do next year. So there is no point in stopping it. At least next year
we won’t have the Olympics and Jubilee so we will actually be able to channel more energy
into LYLM’
They believe that events like Love your Local Market provide a hook for other initiatives to
link onto, rather than trying to create other stand-alone events. In the future LYLM could link
with local schools, and with Portobello Road’s 150th anniversary, and so on.
For 2013 Portobello and Golborne Road Markets have proposed three specific enhancements:
NABMA to buy standard promotional materials like balloons, t-shirts, banners, and posters in
bulk on behalf of all participating markets; a ‘getting started’ booklet focusing on market
trading could also be purchased centrally for distribution; broaden the spectrum of celebrity
endorsement and appearance, attracting TV stars, chefs, and other celebrities.
Engage more effectively with the media to create wider media exposure
‘Having Ministers’ support was nice but does that inspire visitors? We need to get more
effective coverage to sell being a street trader and shopping in markets. Getting celebrities
such as TV stars saying ‘I love my market’ is important’
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Of 57 New Traders introduced via Love Your Local Market, three were still trading in
Portobello and Golborne Markets when we made follow-up interviews in September and
early October 2012. Some traders were not allowed to continue trading on a permanent basis
because their products were already offered in the market. For example it is very difficult to
offer new food lines, as virtually everything is already offered in these markets. New Traders
wanting to offer food lines were advised of the position when signing up for LYLM.
Next year management plan to offer the same number of pitches or maybe even more, with
fuller communication of the offer commencing with an announcement in early January.
Communication plans include use of local press, promotional stands in the market, banners &
posters. They are talking with Hammersmith and Fulham Council to secure their support for
2013, and to tie in other council promoted events into LYLM 2013.
‘We are planning to start the process earlier to allow people to prepare for it. We hope to
make announcements in January and persuade people to make a New Year’s resolution: ‘I will
try my own business.’
Management have a clear view that for 2013 the National Markets Day label initially used by
Mary Portas should give way to promotion solely under the Love Your Local Market tag.
‘Using one message is better. Instead of National Markets Day and LYLM use only one. It will
be a clearer message and the same everywhere. The heart symbol is liked by everyone.’
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5 Appendices
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Note: Some photos are taken from the www.shopportobello.co.uk website and may not been
cleared for publishing.
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Love Your Local Market 2012
Impact of the event in
Fleetwood and Poulton-le-Fylde Markets
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Contents
18 Summary....................................................................................................................86
19 Fact File......................................................................................................................87
About Fleetwood and Poulton-le-Fylde Markets..................................................87
‘Love Your Local Market’: What did they do?.......................................................88
20 Research Approach....................................................................................................89
21 Findings......................................................................................................................89
What did shoppers say?.......................................................................................89
What did New Traders say?..................................................................................92
What did Existing Traders say?.............................................................................97
What did shopkeepers say?..................................................................................99
What did market managers say?.........................................................................100
22 Appendices...............................................................................................................103
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1 Summary
 In Fleetwood we found that all local stakeholders had a very keen awareness of the
importance of the market in providing opportunities for work experience and making money.
Many shoppers and visitors are former or potential market traders.
 Amongst many competing stories, the recent revival of Poulton-le-Fylde market is widely
credited with reviving the fortunes of town, bringing a new generation of shopper into the
town, and countering the initial scepticism of some local shopkeepers, who have ultimately
been beneficiaries of the market’s revival.
 Both markets are run by Wyre Council via its Markets manager, Julian Brent, who fights their
corner with great energy and innovation. Traders across the board recognise his assistance
and support.
 Julian set out very ambitious targets for his markets’ participation in LYLM, which, with the
weather against him, may have not have been achieved.
 He is keen his markets should support LYLM again in 2013 and puts forward inventive and
challenging ideas for the event, particularly calling for producers and wholesalers to support
New Traders through LYLM by making stock available on special terms.
 Three months after the event only three out of about 30 New Traders were still trading in
Fleetwood, a high attrition rate. We wonder if a bigger proportion would have continued if
they had been provided with better equipment, and a location providing some cover from the
very poor weather.

New Traders had only a sketchy knowledge of LYLM. There was confusion between
concessions offered under LYLM and what was typically offered to any New Trader.

New Traders were appreciative of support provided to them informally by the Market
Management team – but there was no knowledge of schemes available from NMTF and other
official sources. Unusually a local business bureau provides a short course for retail
entrepreneurs which one trader had taken up and found to be valuable. Maybe this link
between market traders and commercial business training is one that might usefully be
developed – with minimal cost to the public purse.
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2 Fact file
About Fleetwood and Poulton-le-Fylde Market
Fleetwood Fact File
Fleetwood is a town within the Wyre district of Lancashire, England. It had a population of
26,840 people at the 2001 census.
Fleetwood has three prominent retail locations. Lord Street and Freeport Fleetwood opened
in 1995 (re-branded and re-launched in 2006) as a waterfront shopping village. Fleetwood
Market on Victoria Street is one of the largest covered markets in the North West, with over
250 stalls. It was first opened in 1840, although the present stone building dates from 1892.
Fleetwood Market is recognised as central to the fortunes of the town. Following the closure
of the Fish Docks, the large market is the biggest single source of employment in the town.
Although its fortunes are clearly much reduced from its best days it is still well supported by
locals for good value shopping and as the town’s main social centre. Importantly it is also a
feature of many holidays in Blackpool, just half an hour away by coach or tram. A large
proportion of market visitors come by the coach load from Blackpool, and elderly shoppers,
some of them disabled, make up a large proportion of those browsing around the stalls.
The style of the market is a large general market, with household and clothing lines very well
represented. Fresh produce, especially fruit and veg. and fish, is surprisingly sparse.
Wyre Council’s markets are managed by their Markets Manager.
Fleetwood Market is a very large covered market, which in busy times is able to accommodate
additional traders in an open asphalted area at the side of the market.
Unfortunately for them, some LYLM New Traders were offered pitches in the open area, which
meant they were doomed to a bad day. In the poor weather very few people ventured
outside, and these New Traders, poorly equipped for trading outside in bad weather, got a
soaking. One, arriving for his first ever market trading experience, had no equipment beyond
the trestle provided by the market: no cover, no branding, no display nothing to dress his stall
whatever. Well located indoor pitches were found for some New Traders and they had a
successful day.
Poulton-le-Fylde Fact File
Poulton-le-Fylde is a market town in Lancashire located to the East of Blackpool, with a
population of 18,264 recorded in the 2011 census.
Poulton is the administrative centre of the Borough of Wyre, with good rail links to Blackpool
and Preston, and bus routes to the larger towns and villages of the Fylde area. The historic
market had fallen into decline, before being revived by Wyre Council in 2011. Initially a
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monthly farmers’ market was started, with a weekly market on Mondays located in the town
centre following from October 2011.
Poulton town centre has been a Conservation Area since 1979. In 2004 a group appointed by
Wyre Council carried out the Poulton Market Town Initiative to identify economic,
environmental, and social strengths and weaknesses of the town. The market place at the
centre of Poulton is the width of two streets and is now closed to motor traffic. Lying south of
St Chad's Church and surrounded by shops, the square contains the town's war memorial as
well as a market cross, stocks, whipping post and fish slabs, from which fish were sold on
market days.
As a weekly general market, it transforms the town centre into a hive of activity on market
days. There is generous parking provision in the town centre for market shoppers, with car
parks, on-street parking, and short stay bays all available. The revival of a market in the centre
of Poulton was initially viewed with suspicion by some town centre shopkeepers, but is now
widely regarded as the catalyst for the restoration of Poulton as a thriving retail town,
benefitting shoppers and shopkeepers, as well as market traders.
Love Your Local Market: What did they do?
Wyre Council was an early supporter of
the LYLM initiative and has been a
determined and ambitious supporter.
Any limitations on its participation are
likely due to the short time to prepare
for LYLM in 2012, and to the meagre
resource available in relation to the
number of market days.
It appears that LYLM was well
promoted in and around the Wyre and
Blackpool areas via a spectrum of local
and regional channels including:
- Banners
- Local press
- Local radio
- Regional commercial television
There was good awareness of LYLM among all stakeholder groups, with impact recalled from
regional TV, radio, and the local press.
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3 Research Approach
The research approach was to visit each of our 5 case study locations signposted to us by
NABMA (Bolton, Bradford, Fleetwood, Ludlow and Portobello) for a full day. During the day
we sought to carry out Depth Interviews of approx 5 minutes duration with at least six New
Traders, six with Existing Traders, 15 market shoppers, six nearby shopkeepers, and of course
the market manager or managers.
Individual Topics Guides (prompts for discussion) were created for each stakeholder group
and extensive notes made in real time during interviews. The style of these Depth Interviews
is for researchers to ask open-ended questions and to capture the respondents’ views and
comments on relevant topics.
Topics Covered included:



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Awareness of Love Your Local Market
Communication of the event
Attitude towards the event
Impact on footfall and turnover
Experience of New Traders
Benefits delivered by the event
Future expectations
In Wyre we carried out fieldwork during Thursday June 28th (in Fleetwood) and Monday July
2nd (in Poulton-le-Fylde). Our team exceeded targets, interviewing 6 New Traders, 13 Existing
Traders, 18 market shoppers, 7 shopkeepers - and the market manager.
Images were captured and video interviews undertaken with key traders, market managers
and shoppers where possible and these will be available as part of these published local case
studies, and the national report that will sit alongside them.
4 Findings
What did shoppers say?
We completed depth Interviews with a total of 18 visitors to the market (12 in Fleetwood
Market and 6 in Poulton le Fylde), both occasional and regular market shoppers.
Most of the shoppers in Fleetwood and Poulton have heard about LYLM, learning about it
mostly via local media. Local press seemed the most efficient promotional medium for the
event, as most of shoppers recalled seeing the LYLM logo in their local paper. A small number
also mentioned recalled exposure on regional television.
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‘Yes, I have seen an advertisement in the paper and I'm sure I've seen it on the TV’
‘I saw it in the local newspaper: Fleetwood Weekly News’
‘Seen it in the local newspaper - Weekly News’
‘Heard people talk about it at the bus stop. And I think I've seen the logo on telly’
That said most shoppers hadn’t noticed anything different in the markets. When asked what
was different, some had noticed a few new stalls added to the existing market, and a few had
noticed LYLM signage around the market. As regards the impact of the event on footfall,
shoppers felt the negative impact of the poor weather conditions outweighed any positive
impact of LYLM.
‘It’s not busier than usual because of the weather but it’s a good idea. They should offer it to
more traders’
‘No it’s not busier, but this is due to the weather as this market is a really busy market’
‘They have two new stalls outside, and there are also signs around outside’
‘There are two new stalls in the middle of the market’
Reactions to Love Your Local Market
Wyre shoppers regard the LYLM event idea as ‘brilliant’, ‘excellent’ and ‘great’. They are eager
to support anything that provides variety in the town centre encourages more people into the
market.
‘It's a very good idea, without Fleetwood Market there would be no Fleetwood. We have
already lost the town’
‘If it creates more income and helps Fleetwood then anything is a good idea’
‘Good for new businesses as it's cheap for them to start a new business. It will also bring more
people to the market if there is more stalls’
‘It helps the friendly traders and if it brings more people into the town it will create a better
atmosphere and it will be busier’
‘I think it's a great idea which will hopefully bring new things to the market, more variety of
stalls’
‘It helps new businesses to start up in this economical time. If there are New Traders this will
encourage more people to come back as there is more variety’
‘Yes it is a good idea, and will bring more people to Poulton which Poulton needs. Without this
market we had nothing’
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They are also very conscious of the importance of revitalising markets to support the local
economy and to provide trading opportunities for entrepreneurs and start up businesses. The
Market has for long been a central feature of Fleetwood, and in this depressed economy
almost every other person is on the lookout for a way to make some money.
‘It's a good idea. I was thinking about do something like that as
it's a good start for £5, for a stall. Be able to pay the rent and it
would give me a good idea of how the business works outside’
‘I do think it's a good event. It's a great idea as it will bring this
street market back. Because if traders can pay £5 rent to start
a business than it’s not hard for them to make their rent’
‘It's a very good idea gives people the chance to build up their
business before they have to pay full rent. It also gives them
time to see if this kind of business is for them as they won't lose
out if it's only £5 rent’
Restaging Love Your Local Market
Shoppers believe Love Your Local Market should be repeated more often; and as in other
locations they are calling for it to be advertised more vigorously to attract more people.
‘Yes, it should be repeated more often as this will encourage more traders to start up a
business which will bring more people into Poulton, which is good for the town’
‘I think it should be done more often as it will build the community up. People don't just look
around the market, they go in shops and use local transport or use the car park. Therefore
good for Poulton all round’
‘Should be done more often. Then there will be more traders with different products which will
bring more people in which is good for Poulton’
‘Maybe more advertising, well before the event like a month before. Then people will know
about the event and use it’
‘It should be advertised more as it will bring new traders which will bring more people into
Fleetwood and the market’
‘More often and more advertising inside the market. More Love Your Market banners and
leaflets, also make more traders aware’
‘Maybe they could advertise it at local college's because they may encourage more people to
use this event and give young people a chance to start a business’
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Where shoppers had criticisms, these were invariably constructive. They are aware that
improvement of their local market will make a big difference for their town. In their analysis a
better market means more traders, more visitors, and more money in the pockets of local
people. Especially in Fleetwood, the perception of the market as the core of the town is very
high. One shopper stated:
‘The market makes Fleetwood, without the market, there wouldn’t be anything left of
Fleetwood’
And majority of the shoppers would like to see more traders offering different products,
especially more fresh foods.
‘Fresh produce and fish. Fleetwood is a fishing town after all’
‘Would like to see more fresh products [like] fruit and veg. and so on’
‘Fresh produce. There are no veg. fish, or meat stalls. This would encourage local people’
What did New Traders say?
Fleetwood is a very large market and had very ambitious targets for using LYLM to attract
New Traders. However, their launch event on June 23rd was entirely washed out by torrential
rain, and the day was again wet and windy when we interviewed on Thursday 28 th. As the
place reserved for New Traders was an outside plot at the side of the Market Hall, this not
surprisingly deterred New Traders and they were thin on the ground during both of our
fieldwork days on Thursday 28th (in Fleetwood) and on Monday 2nd (in Poulton-le-Fylde).
Across the 2 days we were able to interview 6 New Traders, one of whom was trading in both
locations. Of these 4 were completely new to market trading, and others had traded in
different markets but not in Fleetwood or Poulton. They had heard about LYLM through local
newspapers, other existing traders, and the Market Manager.
The main reason for wanting to trade in these locations is mainly the reputation of the
markets. Some wanted to try a new market, with some simply recognising the importance of
trying trading in new markets when it is available.
‘Fleetwood is the best market: the biggest and best run. I always wanted to run my own
market stall.’
‘I came here because I heard what shoppers were asking for, and also feedback from other
traders. There is good support from others here’
‘I wanted to try a new market and try somewhere else’
‘I wanted to be here because of the positive talk about Poulton Market’
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Views of signing up process and terms offered
New Traders found the signing up experience very easy and
the information provided very helpful. They received
information via the local newspaper, and subsequently
from the Market Manager, plus help by phone as well.
‘There was good info in newspapers, the stuff was always
helpful’
‘The market manager was very helpful on the phone’
‘Easy and all by phone. The Manager was very helpful and
met me’
‘Very easy, I just had to ring up’
Although generally New Traders were happy with the stall costs, there was no consistent
understanding among them as to exactly what the per day terms were, were long they lasted,
or whether they could be continued after LYLM. Some New Traders were aware they had
been offered a special rate, but didn’t know whether this was an LYLM concession, or a
general offer to New Traders
Also they were not able to take advantage of any other form of support, as they were not
made aware of support packages offered by the NMTF, or other local sources. A commercial
business consultancy located near to the Fleetwood Market offers a training course for
prospective market traders, and one New Trader had taken up this course and was pleased by
it. But overall they were very positive about the Love Your Local Market initiative and
suggested it should be repeated more often.
‘It's a good idea as it means New Traders can set up as the rent is £5.’
‘This is a great way to encourage New Traders as they won't have to worry about high rents’
‘It’s a good idea and needed to revitalise markets. Markets are undermined everywhere’
‘Good as it helps New Traders every year. More advertising please, then more people will
know about the event. I only knew because another trader told me’
‘I think it's a great idea, variety is everything. I think it should be repeated more often as this
would encourage more first-time traders to at least try it out first’
‘Should happen at least twice a year. Bigger promotion especially in the local press’
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Experience of first trading day
Towards the end of a day of wretched weather and moderate footfall in the market, we
returned to all New Traders interviewed earlier to ask about their impression by the end of
the day. Even though some had found the market quiet, they were not discouraged, and
wanted to continue and try their luck again.
‘It has been a worthwhile day, we opened on Tuesday but have been very popular ad feel we
have generated more customers for the market’
‘Quiet day with various difficulties (weather, empty stalls, incorrect information) - but I’m still
wanting to continue through the summer and winter’
‘I would do it again because the rent isn't high, so I don't need to worry about selling a high
amount to cover costs’
‘This was a quiet day with too much pick up / put down. But plenty of learning and I want to
carry on’
Enhancing LYLM
New Traders identify more promotion and advertising and investment in the market as
imperatives
‘More advertising so people and traders know about the event’
‘We suggest more seating for the elderly around the market and better toilet facilities: invest
in the market’
Follow up…
At the end of September, we made a telephone follow-up with New Traders that we had
encountered during LYLM at Fleetwood and Poulton-le-Fylde. Our objective was to develop
some understanding of medium-term impact of LYLM on their market trading careers. Of the
6 interviewed in June/July 3 had ceased trading and fallen off the radar; one had ceased
trading, but was intending to resume his trading career in 2013 with a different seasonal
timetable; and two were clearly thriving in their new careers.
Trevor Dabek, Sweet Sensations
His ‘shop’, selling a line of traditional classic sweets and candies mostly produced in the
region, has been open since early July, trading whenever the market is open ie
Tues/Thurs/Fri/ Sat. He’s on a permanent 3 year lease, with an option to renew for a further 3
years, and so on.
‘I think the market should be open every day of the week – that’s how I would get better value
from my rent. For example the market is currently open on Mondays – but only for traders to
get organised. Why not open it to the public that day?
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LYLM has been very helpful in getting a buzz going around the market, which introduced
traders to each other and customers to traders.
After that trading was slow – but it picked up as soon as the Lights (Blackpool Illuminations)
were switched on. That has brought in more customers, including regulars who live nearby –
but suddenly they are coming into the market again.
I’m very pleased to hope that LYLM will happen again in 2013. For 2013, I hope to see
promotion of markets nationally, as well as more vigorous local promotion of Fleetwood
Market – for example via roadside sites.’
Leonard Lee, plants and gardening gifts
Leonard traded for a month but had to give up because of a lack of business. Simply there
wasn’t enough custom for him.
‘The weather was poor, and this meant that shoppers wouldn’t venture out to my outside
location.
Although I have given up my pitch I feel LYLM was a good and worthwhile event. It seems to
have brought new people and new blood into markets. Other traders feel the same way as far
as I know.
I am not giving up and may try again next year – but would launch earlier in the year, maybe
March, when there is more interest in plants’
Keith Smith, Natural Ingredients (www.natural-Ingredients.co.uk)
Keith, with his wife, started trading during LYLM fortnight and he is now trading all market
days and developing his business by selling his products to other local retailers.
‘When you interviewed us here in July (during LYLM fortnight) it was our first day as market
traders, and I remember it well. We’re still trading and we now trade all market days in
Fleetwood.
The stall in Fleetwood has become our base from which we now sell into local retail outlets like
specialist markets and food halls. We have developed the stall so that we can now store 3,500
jars of preserves and chutneys, which is one month’s supply. When we first started out in July
we could hope to sell 1,500 jars per month – so you can see how we have expanded. Basically
my wife makes the produce and I man the stall, but we have had to employ two people now to
help us to cope.
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Our previous trading experience was
what we call ‘Special Events’ like
country shows. It was LYLM that
persuaded us to try market trading. We
live in Fleetwood but we had an open
mind about where to trade. The reason
for coming to Fleetwood was because
they were participating in LYLM, and
because Julian (Brent) was so helpful
and able to answer our questions.
Visitors now have a very different
concept of what they expect from
markets, based on what they have seen
abroad in France or Italy. They have
developed a taste for specialist products
from markets, and that’s what they
expect. Also we have a different concept
of what a market can do for us as
traders. For us the stall is our showcase and how we show our produce to new customers. Our
produce is attractive, so we need a good position to make a good display to customers.
Visitors don’t always buy straight away, but they make a note for the future and then come
back.
Here about two thirds of shoppers are tourists, so we make sure that everyone who comes to
the stall or buys here gets a leaflet, and that way we have found that traffic to our site has
increased by 112% and we get orders from people who saw our stall when they came here on
holiday.
At the time of LYLM we didn’t know that any other support was available for New Traders.
Later I investigated what was available – but to be honest the training that was offered to me
was too ‘low key’, bearing in mind I trained in catering in the Army, and I have been selling in
different ways for a long time. For the future I would like to have some input into the training
that is offered to market traders, as the low level training offered isn’t right for everyone.
We are very pleased if LYLM happens again in 2013. In my view it needs much better
promotion to the public. This year Market Managers and traders knew it was happening, but
shoppers didn’t know about the event, and didn’t know they could find New Traders in the
market’
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What did Existing Traders say?
We completed depth interviews with a total of 13 current traders in Wyre (7 in Fleetwood
Market, 6 in Poulton le Fylde) Most existing traders were aware of Love Your Local Market
after hearing about it from the local newspapers (Lancashire Life Magazine and Fleetwood
Weekly News) or from other traders by word of mouth.
Existing traders agreed that LYLM is a good idea, welcoming any promotion of their markets.
‘I think it's a great idea, potentially more custom which
means better trade for us’
‘I think it's a great idea for New Traders. They should have
done this when I started out. It would have been a great
deal for me, because your rents are not high so you have
less outgoings - which is great in the business world’
‘Very good idea if it is encouraging New Traders to set up a
business. That’s what is keeping markets going, and we
want people to start using markets again’
‘If it brings New Traders in it's an excellent idea as this will
bring a variety of stalls and gives people more incentive to
look around as there is more to offer’
Like Wyre shoppers, existing traders recognised that any beneficial effect of LYLM on footfall
and sales was swamped by the poor weather – the outcome being a quiet trading day. A few
thought the market was busier than usual, but were not sure whether to ascribe that to LYLM
or the time of year. Looking at the long-term benefits however, they were convinced that
LYLM would make a difference to the town centres.
‘It hasn’t made an impact on sales yet. But that should improve if it brings more people into
the market which should increase income’
‘It's just the same as normal - but we always expect to make a wage in this weather. So if it's
dry it makes more of an impact as we generate more income on a dry day as more people are
out’
‘In the long run it should be good as it will bring more people into Poulton, generating more
revenue’
‘Well it will bring more people into the town which brings more money into Poulton’
‘It will bring the community together which gives a better atmosphere around town’
‘If the market has more traders I think it will encourage more people to come through to the
market and will make them want to come back’
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Attitude towards New Traders
In the main they support the idea of having New Traders in the market, recognising that a
new offer on the stalls will attract new visitors. Like existing traders everywhere, they don’t
want new traders in the same market selling competing lines. Although they recognise the
virtue of variety in a market, they also expect that all traders will pay the same rent in the in
the long term, to avoid unfair competition.
‘As long as they are bringing new things and attracting younger people.’
‘The market needs to be full because that encourages
more customers and builds up the atmosphere’
‘The more the merrier. As long as they're not selling
the same as other traders’
‘Anything which is helping markets get back on the
map is a great idea, so I'm all for New Traders getting
these opportunities’
‘The downsides are only if they were selling the same
thing as an existing trader. They will have an
advantage as their rents are lower’
‘If a new trader comes on selling the same products
and paying less rent then that will have an impact’
Restaging Love Your Local Market
The majority of existing traders Believe LYLM should be repeated and even staged more
frequently. They are looking for more effective promotion, and also put forward the idea of
incentives for existing traders, as well as New Traders.
‘More should be done for the existing market rather than promoting New Traders; there is
nothing left in Fleetwood any more apart from this market’
‘Advertise indoors to make more traders aware of the event’
‘They should do a new promotion like this for all traders - £5 a day every month’
‘More advertising. I had not heard of the event before this’
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What did shopkeepers say?
Shopkeepers around Fleetwood and Poulton Markets were generally not aware of the Love
Your Local Market initiative. They appreciate the impact of the market on their sales and
footfall in general – but in this case they weren’t aware of any direct impact on footfall or
sales.
‘Poulton Market is a great idea. It has increased footfall in our shop. Poulton Market has
brought more people into the town which is what Poulton has needed for years’
‘Mondays [market day] are one of our busiest days now. So Poulton Market is a really good
idea’
They strongly welcome support and investment in the market as they believe they will benefit
from an improved market as much as market traders.
‘I would invest in what Fleetwood is famous for, if I didn't have my shop I would have taken up
the [£5 per day] stall myself.’
‘I think the market needs an investment as that will encourage more people and it will be
more appealing’
‘The market helps revenue for local businesses. So what helps the market helps us’
Shopkeepers regard the Love Your Local Market fortnight as a very good idea to attract more
people to their towns – tough recognising that stronger advertising is needed to make the
event better and more effective.
‘Very good idea, if it brings people to Poulton it's good for
the community. It also helps young businesses make a
start’
‘I think it's a good idea, Fleetwood needs more
advertising to make customers more aware of opening
times / things available etc.’
‘This would be a great idea when I was setting up. It
would have been a great help’
‘Bit more advertising because then it will get people
talking about it which will get it noticed more and it will
become a bigger event’
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What did market managers say?
Wyre Council Markets Manager Julian Brent describes his Fleetwood market as a traditional
general market, catering especially to holidaymakers [pensioners] travelling by coach from
Blackpool. Fleetwood Market operates out of 2 large halls offering some 200 stalls under
cover, with an outdoor area also in use on Tuesday and Saturday offering a further 50 stalls.
This area, offering scant protection from the Lancashire coast weather, is what was offered to
LYLM New Traders, with pitches at a modest £5 per day)
Julian explained that Fleetwood Market has seen some challenging times recently.
Nonetheless it’s still a major factor and still the biggest generator of jobs in the town.
‘The market (and all of Fleetwood) suffered from the absence of trams for 2 years, which was
very damaging for the town. Now the service is restored with faster trams, so visitor numbers
may return. As a result of the tram disruption, the market is at its lowest occupancy level
lowest for years (but still at 88%!) Market has also suffered from new rating policy by Council
which means that some traders pay higher rates than others.
The Market is a very important employer, employing more than 300 stall workers, plus various
ancillaries. After the closure of the fish docks the market is the only reason to visit Fleetwood!’
Julian is from a Jewish market trading family for 3 generations, so he knows the importance of
markets in society and the essentials of trading in markets, and is an admirer of the work
done by NABMA to promote markets. He sees the disciplined life of the market trader as a
valuable training ground for young people.
‘Market trading is a good discipline and training for young people. You need to make an early
start, to be well organised, to be well presented. It gives a clear structure and discipline for
young people. It should be considered as a corrective for young offenders or young people who
have gone off the rails. But today where is the training programme for becoming a market
trader, or for sharpening market skills?’
He heard about Love Your Local Market
fortnight at the NABMA Conference and
responded positively to NABMA’s follow-up.
‘The momentum of LYLM would have delivered
all these gains, but the dreadful weather has
scuppered it. With footfall at its usual level,
sales seem to be unchanged. But of course
without the LYLM promotion footfall and sales
might be down. Because of poor weather we’re
not getting the usual number of coaches (of Blackpool holidaymakers). In any event the
presence of posters around the market has given the place a boost.’
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Schemes offered
Julian’s helpful role was endorsed by traders existing and new.
‘I believe a trader needs longer continuity to help him to test his offer. So we are providing
stalls at our Thursday Market for just £5 per day from June 23 rd right through to end of July. I
devised special leasing arrangements for New Traders, and gave them personal advice and
encouragement to get them up and running. I helped one New Trader today by finding a stall
for him inside at the same rent as he was paying outdoors
I would like to see a specific formalised scheme provided by the NMTF, and more vigorous
promotion of it. Traders have not been persuaded to join the NMTF, and the council doesn’t
provide any assistance to traders. NMTF have local reps for this market and I would like to see
them making more information available about NMTF and their support schemes at a local
level’
Julian talked about extensive interest in LYLM, and a target to reach 100 New Traders by the
end of July. We only found 5 across two market days so it’s hard to see how the target could
be achieved. Julian is aware of the challenges of keeping New Traders in the market.
‘Realistically only a small percentage will become committed traders. Things that catch out
New Traders are things like the need to build up their stock. They sell out and think they’ve
had a great day, but then find they have no stock for the next trading day. There’s a need for
specific training to help traders with stock management’
The future…
He thinks it should be repeated at least once a year and there should be more government
help for people wanting to become market traders. Alone of people interviewed, Julian
commented on the importance – and challenge - to New Traders of maintaining generous
stock levels, using an old market trading adage ‘The bigger the flash, the more the cash’. For
the future he wants organisers to encourage wholesalers and producers to support New
Traders with a special scheme through LYLM.
‘The event has been a brilliant effort and initiative by NABMA. It’s been well directed and well
targeted.
For the future they should consider extending the invitation specifically to schools and
colleges. They might be interested to create and trade from stalls as a workshop in
entrepreneurship.
I would also like to see producers and wholesalers invited to join the LYLM scheme. They could
provide stock on special terms or maybe a sale or return deal to help New Traders.’
He believes that the very existence of LYLM increased his leverage with his Council employers
on behalf of markets, in his words:
‘It’s made it easier to get council officers from other departments to come on board and get
involved in the future of markets in Wyre’
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Follow up…
In October, we interviewed Julian Brent by telephone to follow up the impacts of the LYLM
initiative in Fleetwood and Poulton Markets. They definitely want to participate in 2013 and
have further ideas to make the event more effective and useful for traders and the town.
‘In Fleetwood we extended LYLM through to end of July. In total we started about 30 New
Traders over the period, and of those 3 are still trading in the market. I have no precise
knowledge really as to why the other 27 have drifted away. Many were just trying market
trading for a day, but for a number they didn’t have enough stock to trade on over period. For
the future advice and practical help with building and maintaining a good stock level would be
a big help to New Traders.
A gifts and toiletries trader was doing well and he had a good temperament to be a successful
trader. But he was offered a second job in another council building and that was a safer bet.
The Jam Stall (Keith Smith, Natural Ingredients, see his interview) is doing very well.
LYLM should also consider creating a scheme to encourage wholesalers to support New
Traders with stock. They need to give them better credit lines and a better grade of stock. If
New Traders were guaranteed by Government wholesalers might support them better
These days we are a Tourist Market, so national promotion of markets is very important to us.
In 2012 we found that some tourists were aware of LYLM– but that depended on where they
were coming from. LYLM should be able to provide national promotion for the event, to add to
what we do locally. The concept of shopping in markets should be promoted all the year
round’
We certainly want to participate in 2013, and the earlier starting date sounds like a good idea.
We have one or two new initiatives in mind e.g. we intend to make contact with local colleges
offering Business Studies and related courses to offer students a chance, through LYLM, to put
their entrepreneurship theories into practice. Depending on levels of interest, we may offer
colleges a dedicated trading day. A good offer would be if the market can fit out a stall
suitable for a food offer and make it available to a local catering college. The message would
be ‘Let’s get the youth of today going forward into work.
In Poulton, where the new market is doing very well, we are planning to have a dedicated New
Traders Day, with about 20 New Traders.
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5 Appendices
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Note: Some photos are taken from the www.visitpoulton-le-fylde.co.uk website and may not
been cleared for publication.
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Love Your Local Market 2012
Impact of the event in
Bradford (Shipley) Market
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Contents
23 Summary................................................................................................................107
24 Fact File..................................................................................................................108
About Bradford Markets..................................................................................108
‘Love Your Local Market’: What did they do?...................................................109
25 Research Approach................................................................................................110
26 Findings..................................................................................................................111
What did shoppers say?...................................................................................111
What did New Traders say?............................................................................. 114
What did Existing Traders say?.........................................................................118
What did shopkeepers say?............................................................................. 121
What did market managers say?......................................................................123
27 Appendices............................................................................................................124
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1 Summary
 Bradford Markets (run by Bradford Council) undertook Love Your Local Market campaigns
across its numerous sites over the fortnight of 23rd June to 7th July. Our evaluation took
place in Shipley Market Place, one of Bradford’s outlying towns with a strong market
tradition.
 The weather was terrible and affected turnout, yet everybody interviewed in Shipley
(shoppers, traders, new traders, nearby retailers and market managers) thought the concept
of Love Your Local Market (LYLM) was positive, indeed, crucial for the future of the market
and the town centre.
 Bradford Markets put considerable effort into promoting the event, with PR in the local press,
on the council intranet, and a poster campaign. They also engaged Jamie Oliver’s Ministry of
Food to cook with market ingredients. Like Bolton they invited Apprentice finalist and market
trader Adam Corbally to speak about how to use market trading as a springboard to retail
success.
 15 New Traders were attracted by Bradford’s Love Your Local Market ‘Trade for a Tenner’
promotion. Three of these were completely new to market trading, with the rest already
trading at other markets. Of these, all that could be contacted three months later, including
the three traders completely new to market trading are still trading.
 All traders, new and existing, were appreciative of the event and reported sales well in excess
of what might have expected given the poor weather.
 Bradford’s market management team took a creative approach to housing their New Traders,
locating a row of ‘pop-up’ gazebo stalls opposite a parade of existing shops, in a long line. This
effectively created a new retail thoroughfare, which benefited everybody.
 Bradford management are aware that two weeks is not long enough to truly trial market
trading. Their own ‘Trade for Free’ initiative offers six months free trading in return for a
further six months paid trading to make a 12-month initial contract. Part of the deal is a
traders’ support package provided by the staff of Bradford Markets (e.g. financials,
merchandising etc). Other councils may consider a similar scheme to supplement the LYLM
‘trade for a tenner’ offer
 Bradford, like some of the other LYLM case studies, worked with local schools to stage schools
markets, giving young entrepreneurs a taste of market trading. In Bradford itself and nearby
Keighley market, over 50 ‘teams’ of schoolchildren traded successfully.
 Unusually the perception, at least in Shipley, was that the LYLM event had actually boosted
both footfall and sales revenue in the market – in spite of poor weather. Some traders talked
of footfall up by 25% and others reported they had sold out by lunchtime
 Market management have also successfully avoided an ‘us against them’ (ie retailers vs
traders) scenario, using LYLM to create an event where all town centre stakeholders were
able to benefit
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2 Fact file
About Bradford Markets
The Bradford metropolitan area comprises the city itself as well as the market towns of
Shipley, Keighley, Ilkley and Bingley and as a district has a population of around 290,000. In
demographic terms its catchment is mainly C2DE, though the rural area around the city has a
significant number of more affluent AB residents. It competes in many ways with nearby
Leeds, but has recently been subject to significant regeneration and the markets play a vital
role in the city’s retail and social life.
The Oastler Shopping Centre (former John Street Market) is the larger of the two city centre
indoor markets and offers 176 indoor stalls and 23 external shop units. This
market specialises in the sale of convenience and comparison goods with a specialist fresh
food section.
Kirkgate Market which is located in the Kirkgate
Shopping Centre offers 184 stalls and
based traditionally on comparison goods. The
wholesale market (St James's Wholesale
Market) caters not only for the city's large Asian
restaurateur community but also servers
the hotel and catering sector together
with many independent foods retailers across
Bradford district as well as retailers that trade
across West Yorkshire.
For this study we visited Shipley market,
located about 5 miles out of Bradford on
Saturday July 7th, the closing day of Love Your
Local Market 2012
Shipley is a town built around its market, which
remains at the heart of the main shopping
precinct. The old-style fixed stalls operate on
Mondays selling second-hand items and bric-abrac, while on Friday and Saturday it functions as a more conventional general market, with a
wide selection of goods and fresh food products offered from around 20 or so of its 40
possible stalls.
A small, dedicated team runs Bradford markets and, crucially, they are forward thinking in
developing both the markets and new traders in challenging economic times and conditions.
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Love Your Local Market: What did they do?
Recruiting New Traders for LYLM
The council’s Markets Team used a range of methods to recruit New Traders, using both Love
Your Local Market’s ‘Trade for a Tenner’ offer, and also its own ‘Trade for Free’ offer. ‘Trade
for Free’ allows New traders to pay for only 6 months out of 12, so long as they are prepared
to take out a yearlong contract and accept, where appropriate, a free package of support.
‘Trade for a Tenner’ stalls were available in Bradford Kirkgate, Bingley and Shipley, though it’s
worth noting that at most Bradford markets
stalls are only £10.50 per day anyway.
-
Bradford recruited its new stallholders via:
Posters in existing markets
PR in local press
Email to the Market Team’s database of
contacts
A notice to existing market traders who
might know others looking for a no-risk way
into trading.
Shipley town centre’s pop-up market launched on 23rd June, with many New Traders trading
on during the following week, despite the unseasonably poor weather.
Overall Bradford Markets attracted 15 New Traders to their LYLM event, using their ‘Trade for
a Tenner’ scheme. Three of these were completely new to market trading, with the remainder
trading at other markets in the district and across West Yorkshire.
The council also worked with local schools to stage ’Schools Markets’ where students got a
taste of market trading in Bradford City Centre and Keighley Town Centre. Bradford had 38
groups of students running stalls and Keighley about 20, making this scheme a great success.
The Markets Team also enticed Jamie Oliver’s Ministry of Food team to attend the Bingley
event and provide advice on how to use market products to create cheap, healthy and
exciting meals.
In Shipley the Market Square has around 40 fixed steel and wood stalls, but for the purposes
of the Love Your Local Market campaign, the council erected additional ‘pop-up’ gazebo stalls
for new traders directly parallel to a run of shops including the likes of Superdrug and Card
Factory creating a sort of funnel effect. This virtually created a new street; in the one side
with conventional retail units, and on the other market stalls. This worked well and is
explored further below.
Promoting Love Your Local Market
In spite of the short time available for planning, Bradford took the Love Your Local Market
campaign seriously, making substantial efforts to promote the event, which in Bradford ran
over two weeks between 23rd June to 7th July.
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Launch day was in Bradford on Saturday 23rd June, when Apprentice finalist Adam Corbally
was present speaking about the opportunities markets provide for entrepreneurs. (Adam is a
North Westerner and started his own business at Glossop Market in the 1990, also trading in
a number of other markets including Bolton, one of our other case studies).
-
In terms of promotion the team allocated its resources as follows:
PR to local media triggering coverage in the Bradford Telegraph & Argus
Coverage on Bradford Markets website and the Council’s intranet
Promotion with existing trader networks
Banners for the pop-up stalls
3 Research Approach
Our research approach was to visit each of the 5 case study locations signposted to us by
NABMA (Bolton, Bradford, Fleetwood, Ludlow and Portobello) for a full day during Love Your
Local Market. During the day we sought to carry out Depth Interviews of approx 5 minutes
duration with at least six New Traders, six with Existing Traders, 15 market shoppers, six
nearby shopkeepers, and of course the market manager or managers.
Individual Topics Guides (prompts for discussion) were created for each stakeholder group
and extensive notes made in real time during interviews. The style of these Depth Interviews
is for researchers to ask open-ended questions and to capture the respondents’ views and
comments on relevant topics.
Topics covered included:
 Awareness of Love Your Local Market
 Communication of the event
 Attitude towards the event
 Impact on footfall and turnover
 Experience of New Traders
 Benefits delivered by the event
 Future expectations
The purpose of the ‘Depth Interview’ approach was to glean views and comments from a
range of stakeholders of Bradford markets.
In Shipley we carried out fieldwork during the closing day of their campaign, Saturday June
29th, interviewing 6 New Traders, 13 Existing Traders, 18 market shoppers, 7 shopkeepers and the market manager.
Images were captured and video interviews undertaken with key traders, market managers
and shoppers where possible and these will be available as part of these published local case
studies, and the national report that will sit alongside them.
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4 Findings
What did shoppers say?
Our team interviewed 16 shoppers as part of its attendance at the final day of Bradford’s Love
Your Local Market event at Shipley on the 29th June, and here we outline the findings from
these interviewees.
On the day we were able to visit Shipley town centre few New Traders were present (as the
main LYLM days were the previous Friday and Saturday). That said, a number of shoppers
interviewed had also been in the town centre the weekend before when the full complement
of New Traders was present and so were able to comment based on that experience.
Shoppers were predominantly asked about their awareness and impressions of the event and
their ideas for improvements if the campaign were to be repeated in 2013, as well as their
general views about Shipley Market.
Awareness of Love Your Local Market
Most shoppers in Shipley had not heard of Love Your Local Market. This apparent lapse may
have been exacerbated by the timing of our fieldwork, which fell at the end of the week when
the LYLM’s New Traders had packed up, and so there was no physical presence beyond the
normal market traders.
‘We wouldn’t have known about it if it wasn’t for
spying it from other side of the street. We went
over to have a look’
When prompted, a few of those who were not
aware of the initiative did recognise the LYLM
logo. Probing revealed that shoppers had some
awareness of the Portas Review, and understood
the rationale in promoting specific market days
as part of the broader success of market and
town centre revitalisation.
Those who had heard of Love Your Local Market
had done so via a story in the local press or by
being there on the weekend when it launched.
As in other Case Study locations, shoppers felt
that more vigorous promotion was needed:
‘I work in the card shop over there and it was
advertised to us in our shop’
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‘Tell em about it! More posters, leaflets, and on the radio – I always listen to Radio Leeds but I
can’t recall ‘owt about this market thing you are talking about’
‘More advertising – I didn’t read about it or hear about it on the radio… what about Pulse
FM?’
The phenomenon of the LYLM pop-up market in the heart of Shipley was hugely significant in
raising awareness of the campaign among those who had seen it over the previous weekend –
for them seeing was believing. It was this that raised shoppers’ curiosity by changing the
shape of a key public space, and so tempting those already in the town or passing through to
stop and venture in:
‘We were along here at the weekend with the family and it was really busy, particularly over
the other side near where the stalls were. There must have been 15 or so’
Reactions to Love Your Local Market
Shipley shoppers were very much engaged with the objectives of Love Your Local Market,
welcoming the impetus and energy it injects into their town centre. The event concept was
considered a ‘crucial’, ‘brilliant’ and ‘much needed’ idea by Shipley shoppers, with typical
responses such as:
‘It’s a fantastic idea. It’s criminal nobody’s thought of this before’
‘It’s brilliant, why did it take so long?’
‘The market is the heart of our town [Shipley]. It’s right here in the centre, it’s not
underground or to one side and for our town it’s the barometer. If we lost it, it would lose its
soul. This [LYLM] is part of ensuring that continues’
‘I wasn’t here on Saturday, but my cousin came down and said it was really good, really lively’
‘The market is the best thing we have in this town. If the market dies that’s the end of Shipley!’
It was clear that, as with traders and shopkeepers, the market had made a real difference to
perceptions of footfall for those shoppers who had been in the town:
‘Last Saturday, was much busier than usual. Maybe twice as busy’
There was also a realisation that markets and market towns such as Shipley do not operate in
isolation and are in competition with other towns and other shopping styles.
‘We have problems with supermarkets and online trading taking away trade from town
centres and they need to adapt to survive otherwise they will become ghost towns. If anything
can help, like [LYLM], so much the better. But it can’t be on its own, they need grants for new
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shopkeepers, lower business rates and so on. The council also needs to keep it [the market] in
good condition, it looks shabby now’
‘Markets are the heart of any town. Look at Bradford, Keighley, and Leeds, [they] all have
great markets. Without them..... it would just be all chains and betting shops’
‘We all survive or die together. If we don’t have a complete offer, you know… market, shops,
supermarket, parking, and visitors - then soon enough we won’t have a town’
‘…The idea of having a campaign or event that shines a spotlight on markets and their
importance is crucial… I think there also needs to be more thought about how you do more
with them, you know more crafts, famers markets, speciality markets’
‘I saw the Mary Portas thing on TV but didn’t know this was part of it. I really think that she hit
the nail on the head. It’s all about bringing people back into the town centre. Here we have
the market in the middle, which could do with some improving, it’s a bit bleak, particularly
today. And then we’ve got some good smaller shops... But really the town centre needs some
investment’
However, one shopper raised a note of caution: in his view it’s not enough for LYLM to turn
up once a year, the market has to evolve and respond to consumer demand.
‘Markets need to be able stand on their own two feet. If they aren’t providing the things
people want then they’ll just go on the internet or to supermarkets.’
Restaging Love Your Local Market
All shoppers saw the wisdom of repeating Love Your Local Market with most believing it
should be held more often, either quarterly and monthly, though no more frequently –that
would damage its appeal:
‘I think you have to be careful about doing it too often. People get bored and it just becomes
the same old same old. I think it could be great if it was monthly, maybe with a continental
market. It could be something that attracts people from all over Bradford and the moors. Why
not make the town into a real centre of gravity?’
‘I think it’s a good idea to have it yearly – if you did it any more often it would lose its appeal
wouldn’t it?’
‘Why is it only a yearly thing? The market is in dire need of more people buying things. Let’s
get it going more often’
‘I don’t know enough about the event itself, you know, as a concept, but for me they definitely
need to plan a bit more and get it in a few times a year. How many times is it? [When told just
once]… That’s crazy, it should be at least quarterly’
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‘At least yearly. Why not have special markets once a month? Why not a food market with hot
food? And more family based things to do, brass bands, bouncy castles and that sort of thing’
In terms of enhancing a future LYLM event, ideas mostly focus on more vigorous marketing
and PR for the event, and making it a more family focused day out.
‘Lots of people won’t have heard about it, I only stumbled on it by chance’
‘Just put more advertising up. I’ve not seen anything’
‘It needs more advertising – you know, stuff on TV and in the Argus and the like’
‘The event itself…. Well for me advertise it more – and do it in Bingley too!’
‘It needs to be more often, but also it needs to have more activities alongside it. You know
stuff for children, things that are interactive – cooking and baking....’
‘I think that it should have lots of stuff for children. My cousin said that it would have been
really good with extra kids and family stuff; you know face-painting and bouncy castles’
‘What about getting the local schools to do stalls and a competition for the best business idea,
or who sells the most, you know like in Dragon’s Den’
What did New Traders say?
We interviewed some half dozen New Traders –in this case, post event by phone and email as
poor weather deterred them when we visited on June 23 rd. Of these, 3 were completely new
to market trading, whilst three had traded before, but not at Shipley. These New Traders, all
local people, were keenly aware of the value of retail in general and the market in particular
to the town, and readily engaged with the initiatives and challenges implied by Love Your
Local Market
Most New Traders were aware of LYLM, with most hearing of it via direct communication
from the council. One had heard about it from another trader.
‘The council sent round circulars and a friend of mine is a trader and he said, why don’t you
give it a go - so I did!’
The main reason for applying to participate in LYLM by existing traders was the opportunity to
try a new location. There was also the perception that the new pop-up stalls might be better
than the existing ones used by current traders in the centre of Shipley.
The price was also a factor, but largely because New Traders were mostly unaware of the
general rate for a stall in Bradford Markets (about £10.50 per day). When told (by our
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interviewers) that the pd rate was only £10.50, the response was very positive, with some
suggesting the council could do more to promote the low cost of market trading in Bradford.
‘I just thought it would be good to give Shipley a go and, although the weather wasn’t great, it
was good to try it out. I’d definitely do it again’
‘It just seemed too good an offer to refuse for a tenner. I had been thinking of getting a stall in
Shipley for some time and this was the perfect opportunity to trial run it’
All New Traders were positive about LYLM, despite the terrible weather. Some identified the
market stall experience offered as a stepping stone to running a permanent store.
‘It’s brilliant. I only get to sell my stuff at markets because it’s much too expensive to sell via a
shop. I can’t afford the business rates. Maybe if this takes off I will be able to’
‘I think one area is how you get those of us who have traded here to trade permanently in
empty shops. In those towns [Bradford, Bingley, Keighley] there must be loads of empty shops
because we are in a poor part of the world and why not give traders a chance to trade in
these, perhaps on rotation’
‘It’s all good. The traders all seem to be getting on with each other and I think the shops are
benefitting too’
Signing up…
Overall, traders considered signing up and support
from the council excellent.
‘It was dead easy. Richard [Ambler – markets officer]
just did everything. Can’t recommend him or the
council highly enough’
None of the New Traders at Shipley had heard of
NMTF’s ‘First Pitch’ initiatives so had not taken it up.
This may be an area where councils and NMTF can link
more effectively with potential New Traders at any
future LYLM event.
However, several had heard of the possibility of six
months trading for free under the council’s own ‘Trade
for Free’ scheme. Two said they would be interested in
this after the Love Your Local Market campaign
finished, if their new ventures progressed well.
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Impact on footfall and sales in the market
It was difficult for New Traders to say confidently that the LYLM event had boosted footfall in
the Market Place; most weren’t sufficiently knowledgeable about what ‘the norm’ was, and
also the poor weather provided another wild card. However, they definitely felt that relative
to the rest of the town, the alley between the gazebos was the busiest part of town.
The ability to almost create a ‘new shopping street’ was seen as positive, funnelling
customers between existing stores and the gazebos was seen to create a better retail
experience.
‘I’d love to say whether it was busier or not, but to be honest I’d be lying. Firstly I don’t know
Shipley well enough to say, and also it was tough, mainly because of the weather. I reckon it
would increase footfall by about 20% on a nice day’
‘We are definitely in the busiest part of town. When you look at the rest of it, it was pretty
dead but we were in the right location’
‘We could have gone somewhere else on Saturday but we chose here. Having done the Friday
the Saturday was even better. I suspect it would normally be about half this [busy] for a
regular trader on one of the fixed metal stalls’
Traders were generally positive about their sales over the week, particularly at the weekend.
As in Bolton, the main benefit was not just the money taken on the day, but the chance to
trade somewhere new: any opportunity is a chance to make money and to make their
business more visible.
‘It was pretty good over the weekend. We have done better at other markets, but for a first
time in Shipley, that was pretty good. It’s a tenner – you can’t complain can you?’
‘I have to say that I wasn’t sure what to expect. I just turned up with my stuff and it turned out
to be great! I probably sold twice what I would have wanted to, maybe even 3 times’
‘The locals seem really interested. A lot of them said how good it was to have something
different here!’
‘Yes, it’s great. We would have been sat at home today if it weren’t for the opportunity’
Impact on the market and town centre
Shipley has a fine Market Place, but the stalls are acknowledged to be a bit down at heel. New
Traders identified LYLM as something that could really make the town centre stand out and
worth staging more often.
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‘What is great about it, despite the rain and wind, is that it offers a different perspective. If
you look at the town it’s a bit on its knees. There are some good traders, but it doesn’t feel
vibrant. This kind of thing [LYLM] more often would really help to make a difference’
‘Yes what it could do is attract a different demographic, particular if there is more
entertainment and events alongside’
Restaging Love Your Local Market
New Traders in Shipley were very positive about the concept of LYLM. In accord with traders
at other markets their cry was to make it bigger and more successful next year, and especially
to promote it more vigorously.
‘There’s nothing I can suggest – it’s been really well organised for a first time. Oh, I suppose
they could have perhaps done more marketing’
‘There’s nothing they could do better – the organisation, the gazebos. Perhaps just get more
stalls down next year’
All New Traders want LYLM to be repeated on a more frequent basis – quarterly or even
monthly according to some. Whilst there is support for a monthly LYLM ‘Special Event’ this is
tempered by the realisation that it would be dependent on availability of resources and
support.
‘It’s such a good idea; it would be brilliant if we could have it every month. But the problem
you have is that you would end up with attendances falling off because people would be too
used to it. I think maybe once a year for Love Your Local Market but then maybe once every
quarter for a more local event’
‘At least yearly, perhaps even monthly. We would trade here monthly if we could. But not on
the fixed stalls, it needs to be on the gazebos right here next to the other shops’
Follow up…
After three months we made a telephone follow-up with the three completely New Traders
who attended Shipley’s ‘Trade for a Tenner’ LYLM event. All three New Traders (as well as
those ‘new to Shipley’ traders who are still in contact with the council) are still trading. New
Traders are undertaking different methods to take their businesses forward. Some are trading
more regularly at Bradford Market, while others are trading more irregularly to fit their
lifestyles.
From discussion with all three it was clear that the LYLM initiative in Shipley had given them
the confidence and self-respect to believe they could make a success of market trading. What
appeared to be lacking predominantly is the opportunity to trade.
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‘It was great – are we doing another one next year? I haven’t been back to Shipley but I’d love
to when there’s another event like that. I’m trading well. I can’t say that Shipley made a live or
die difference, but it certainly helped me. If only it was more often!’
‘I didn’t trade again for some time; it’s just hard finding opportunities. I am doing it irregularly
rather than taking a stall full time but it’s hard to find locations to do this, it all seems to be
about doing it six days a week, although Shipley you can just do Fridays and Saturdays, but it’s
a bit far for me on a permanent basis. I am also looking at trading at Leeds and Huddersfield
on an occasional basis. Shipley definitely gave me a thirst for it’
‘On the day I took more than at virtually any other day at a market I’ve done since... I’ve gone
on to get a regular stall at the market. It’s not going to make me a millionaire, but the
opportunity to trade at a market is the backbone to what I do now and I am looking for other
opportunities while I trade there’
Case study: Life of Pie
Richard Steer from the Little Yorkshire Pie Company who specialise in quality homemade pies,
pasties and baked goods.
‘We had a great time at Love Your Local Market. We’re not entirely new to trading but this was
a great opportunity. I can say that we definitely doubled our trade on the day, easily - maybe
more.
We are going stronger than ever now, despite the tough times and it’s events like this that
make the difference between ‘getting by’ and ‘growing’ our business. For us we need more
opportunities like Love Your Local Market that brings in new customers who don’t normally use
the ordinary markets. That’s where you can actually make some money – the special events
like Love Your Local Market, and then the Christmas market, Valentines and Mothers Day and
so on… and the farmers markets. The ordinary market just ticks over but it’s these that make
the difference.
Our plans for the future will be to do another Love Your Local Market definitely, and to keep
appearing at local food and craft based events and using our Twitter to do more promotion.
We need more of these quality events – because people come to them to buy - if businesses
like ours are going to go from ticking over to expansion’
What did Existing Traders say?
We interviewed 6 existing traders at Shipley on June 23rd, with offers covering car accessories
to Asian clothes, and pies to Fruit and Veg.
Awareness of LYLM was by no means widespread among existing Shipley traders. Those who
were aware had been informed via the council’s markets team. Overall, opinion of the
concept of LYLM was very much favourable. Traders are aware of the predicament of the
town centre and immediately welcome this initiative to showcase the market and bring new
spending power into the town
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‘It’s great and we need it to attract more people and more new traders’
‘It’s a good idea. Anything that boosts trade is going to help. It’s tough here. There are only a
few shopping centres in the town and this means there’s not lots to bring people in – the
market is crucial for this so anything that helps it thrive has got to be good’
‘It’s a very good idea. Anything that gets people into the town and spending is great’
Critically, existing traders believed that the LYLM event on the previous weekend had made a
significant boost to footfall and even revenue – in spite of the dire weather. Traders reported
an exceptional trading day, ranging from a 25% increase to some referring to doubled or
trebled sales.
‘I’ve sold out many times quicker on those two days’
‘I reckon I doubled my sales [last Saturday]. When we were ‘up top’ [of the market] I had sold
out halfway through the day. The closer we are to Asda [where most people park], the better
the trade for us’
‘I’ve sold three times more than normal. It’s been brilliant. It’s because people can see what’s
on offer with the new stalls being away from the old rigid ones’
All existing traders noted a boost to footfall when the New Traders stalls were in operation on
the previous weekend:
‘Yes, it was maybe half as busy again on the days when
there were the gazebos stalls up’
‘It was busier on the Saturday and the Friday just gone,
perhaps by 25%’
‘Yes, perhaps an extra 30% or so on that weekend’
‘It was busier on the Saturday, maybe by 20%’
Everyone recognised that the LYLM event had suffered
from dire weather, and would have been even more
successful in better conditions:
‘No downside, the only issue is the weather’
‘No, it is much better than I thought it would be – well
done to all involved, despite the weather’
Like shoppers, most traders, felt that it was too early to predict the long-term impact of LYLM.
‘You can’t say as it’s too short notice’
‘I couldn’t say, but if it was regular it would make some difference surely?’
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Attitude towards New Traders
In line with the view from other markets, existing traders were happy to welcome New
Traders - so long as they don’t provide direct competition. In fact, there was less concern than
we found at other markets such as Bolton and Fleetwood, where existing traders expressed
suspicion.
‘More stalls equals more people. The more the merrier’
‘Yes, they are okay as long as they are not competing – it depends on what the stall is, if it’s
something that will thrive from competition and push up the quality of the offer then that’s
fine, but if it’s just going to divide the trade then that won’t be good for either – it needs
careful management. Anyway, it’s the new and the different rather than more of the same
that will make the difference’
‘Also, you need a lot of new traders if you are going to get even a few to survive. We had a few
down here who just packed up – they couldn’t hack the weather and there’s one thing you
need to be a market trader and that’s toughness!’
Restaging Love Your Local Market
All existing traders interviewed felt the event should be repeated, hoping a future event could
address the issue of improvement and investment in the market. As in other markets there
was a wish to stage LYLM events more frequently than once a year, and to drive the events
with more vigorous promotion.
‘Yes, we should have it every month. But also consider how long it is, it’s really only been the
two main days where we’ve seen the full number of New Traders and the pop-up stalls.
Obviously today they aren’t here because of the weather’
‘It should be monthly, otherwise people will lose interest’
‘Yes, but the event, and the market itself, needs more investment and more advertising’
There was a deal of excitement that the LYLM experiment in providing a new market and
effectively creating a new shopping street had been successful and encouraged fresh thinking
about improving and investing in the market. There were some practical suggestions that the
council might wish to consider further.
‘Get the permanent market closer to the shops like last weekend [when the pop up stalls were
in place]. That works really well’
‘Get more stalls in full time – one of each like a traditional sweet stall, a bakers etc.’
‘Move the market permanently to be parallel to the shops – that way both the shops and the
traders would benefit. You could do it on both sides of the marketplace’
‘It would be great if we could have some proper roof or canopy over the centre of the market.
This would also encourage more people to come and visit the existing stalls’
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‘Why not get Asda to help out with the costs of a canopy. They are rolling in it and taking
some of our trade. At least the council could work with them to support the town as a whole’
‘We have concerns about the review of the market that has been announced and what that
might mean for us. There is talk of moving to gazebos from the wooden stalls here and we
think that would be a mistake. The council needs to invest in the physical infrastructure of the
market and the Market Place which is so important to the town’
What did shopkeepers say?
In Shipley we interviewed six shopkeepers of premises located around the Market Place.
Shopkeepers had heard about the market from Yvonne Crossley, Town Centre Manager,
demonstrating a good partnership between two branches of the council: the markets team
and TCM. The majority of shopkeepers regard Love Your Local Market as an excellent and
helpful initiative:
‘Seems great to me. It seems it’s only mobile phone shops, betting shops, and charity shops
opening and we need to move on from that’
One shopkeeper located at the north end of the Market Place, while conceding that LYLM was
a good idea in principle, was irate at the location of the new stalls within the Market Place
which he claimed was taking his trade away:
‘It cut the town in half and took everybody away from my shop. The market effectively moved
and nobody knew where to shop!’
His claim may be exaggerated, but it does highlight the importance of considering the law of
unforeseen consequences in planning for an event like LYLM.
Impact on footfall and sales in the town centre
All shopkeepers noted that the town centre was busier during the two weekend days when
temporary LYLM stalls were very visible, with estimates of an increase of 10% to 20% on the
Friday, and 20 to 30% on the Saturday.
‘Can’t really be sure – it was certainly a lot busier than usual, but only over this [South] end… If
I absolutely had to say, then perhaps 10% perhaps 20% on the Saturday’
‘Yes, it was much busier last Friday and Saturday than a typical market day’
‘It was definitely busier though. I think the closer you got to it, the more of an impact it had’
Shopkeepers found it difficult to assess the impact of LYLM on sales with any confidence. The
feeling was that the presence of additional stalls across a weekend of very poor weather had
probably meant that a potentially disastrous weekend for shopkeepers had been transformed
into a weekend of average takings – not a bad outcome.
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‘There were more people in here than a normal Saturday and it was rubbish weather - so it
must have had some effect’
‘We were around the same [turnover]. If it had been dry then it would no doubt have been at
least 20% better’
‘There were more people around than I would expect on such a miserable day’
Some shopkeepers were aware that they run the
kind of retailer that doesn’t benefit from ‘passing
trade’:
‘Probably not [increased sales] as we are not
really the kind of shop where you pop in and buy
a carriage clock or a ring’
‘We are over the other side [of the Market
Place]and we are a new businesses, so maybe
people saw us and thought, we might come back
next time. Let’s hope so’
All shopkeepers identified a need for investment
in the infrastructure of Shipley Market, both
indoors and outdoors, for the benefit of the
town centre as well as the market itself.
‘We need to free up central space in the Market
Place for car parking’
‘At the moment the stalls are a bit sad. It could be so much more of a feature here. The way it
works with the surrounding shops like ours could be so much better’
‘The indoor market is being managed much better these days. But outside it looks cheap’
Restaging Love Your Local Market
All shopkeepers felt that it should be repeated but as more of an event:
‘Better weather. Okay, seriously? More entertainment. Family things’
‘Yes every week!!!! Realistically every couple of months?’
‘Absolutely, it’s really good, and it’s a good start this year, but I’d like to see more of this type
of event to animate the town centre’
‘Quarterly?’
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There was one negative comment:
‘Yes, but only if it doesn’t cut us off down here [North side of the market place]. There needs to
be no empty space in the whole market place for it to work properly’
Like other types of interviewee, most ideas for enhancement focused on more active
promotion of the event. Locally, the location of New Traders was also a point of debate
‘More advertising. I can put posters up in my shop’
‘I think more advertising, posters round town, and particularly leafleting would all help… both
of people’s houses locally and in the town centre the week before’
‘There were some really good stalls, and the location of them was good for that side of the
market place. But positioning some this [east] side would also be good, so that all existing
shops get the benefit’
‘I think one way of maximising the value is letting us know sooner and then we can plan a
better. You know, it would be great to get some wine tastings going, or at Christmas doing
mulled wine that compliments the food [stalls]’
There were also comments about the need to attract genuine ‘virgin traders’ rather than
those that had some trading experience, but were new to Shipley.
‘We need it to attract entirely New Traders. I know quite a lot of them were from elsewhere.
It would be good if we could bring in lots of new people… new to markets altogether’
What did market managers say?
The Bradford market management team had engaged energetically with the event and had
done considerable organisational and promotional work at short notice. They were positive
about the event and the work of NABMA and the other partners in getting Love Your Local
Market off the ground at short notice.
They recognise some key areas for improvement if LYLM is to be repeated in future years,
focusing on the potential of linking the event locally to schools and the benefits of healthy
eating:
‘It would be great if we could have it [LYLM] over a school holiday–then we could link fresh
food and kids activities to kids’ health, food demonstrations, and present the market as the
place to get all of these things on a day out’
As for other markets, more vigorous promotion, and the timing of the event were both
indentified as key factors:
‘More notice to allow for better planning for next year’s event!’
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‘It’s good to have an [event] at this time of the year as we have a lot on at Christmas. But for a
successful market, we need to keep the promotion up year round’
They also recognise limited personnel and other resources as a constraining factor for some
markets wanting to participate in LYLM – probably more for smaller markets than for
Bradford.
‘It might be that some authorities are stretched if they have multi-market sites. If so, how can
LYLM and NABMA help these authorities use their resources to best effect?’
‘Trade for a tenner? Our market is £10.50 a day anyway! I can imagine in some markets £10
makes it more accessible, but for us we were able to use it as a marketing hook… I suspect a
lot of people who might want to start a business or become a trader don’t know it’s that
cheap’
In spite of putting forward various ideas for future events, Bradford markets management are
convinced of the value of the LYLM initiative, and immediately pledged to run an equivalent
event in 2013.
‘Bradford, will be staging the event next year, regardless of any decision to continue it at a
national level’
5 Appendices
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Love Your Local Market 2012
Recommendations for the future
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Recommendations for Love Your Local Market
In the course of this research project we distilled many recommendations for enhancing Love
Your Local Market in the future – many direct from stakeholders, and some based on findings
from our analysis. In this section we present those that we believe would add the greatest
value for 2013 and beyond.
What does good look like?
For the inaugural LYLM participating markets were left to configure their own LYLM event,
creating a plethora of different approaches, activities, and levels of support. For the future it
would help to distil the best from this spectrum into a Best Practice for Love Your Local
Market guide. Markets would still be able to configure their own event to suit local
preferences, but would at least have knowledge of what had been effective across the 220
participating markets.
More effective promotion of LYLM
Observation from our fieldwork is that at most markets awareness of LYLM was patchy among
traders and very low among shoppers. At Bolton, where the project was supported by a
serious promotional budget and an active management team, awareness and expectation
were much higher.
For the future all stakeholders identified bigger and more effective promotion as the new
must-have ingredient for 2013. Some asked for a national campaign to position LYLM as a
destination event for market lovers. Everywhere stakeholders want promotion to be aimed
more at residents and visitors rather than at market professionals.
Some suggested that market traders and nearby shops could become ambassadors for LYLM,
to supplement social media and local press.
Marketing collateral easily available to markets
Market managers asked that NABMA should produce a central store of LYLM promotional
material (such as banners, flags, flyers, posters etc) that managers could call for or pay for.
The logic is that this would make it easier for any market to access good promotional material
and that central commissioning would achieve economies of scale.
Wider Support for New Traders
For many New Traders, even very promising ones, the ‘Trade for a Tenner’ proposition is not
enough on its own. The biggest request from New Traders interviewed by ROI Team was for
wider support such as business training, stock ordering and management etc; and also
continuation counselling for some who had no idea what to do when LYLM came to an end.
We observed that equipment provided to New Traders at some markets was inadequate for
the weather conditions.
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The NMTF First Pitch package, which was in development during LYLM has achieved high
levels of awareness and might be the starting point for a wider support package for New
Traders.
Independent measurement of market performance
We were surprised by the lack of means for measuring basic KPI’s for markets, such as footfall
and turnover. In other retail sectors these are regarded as the essential measures of any
initiative or campaign. Measurement does not need to be in place in all markets; just in a
handful selected as bellwethers for markets around the country. We strongly recommend
that NABMA should investigate independent measurement of the sector in this way, where
two existing service providers can provide a starting point for developing a system.
Extending the Love Your Local Market brand
Most markets still regard LYLM as a self-contained event brought to them once or twice a
year. A few though recognise that the brand can have currency right through the year, and
have organised their own LYLM events and launches outside the 2 week summer window. ROI
Team believe this should be encouraged and supported. Maybe the Best Practice for Love
Your Local Market guide suggested above should also provide some ideas and templates for
ongoing LYLM activity.
Taking Love Your Local Market into the community
LYLM was widely praised for its potential for offering work and training opportunities for
young people – meaning people in education as well as people looking for work. Some
markets showed great imagination in bringing schools, colleges, and Job Centres into their
LYLM festival – and usually with great success. For the future we recommend that these
places should be part of the event planning process, and that templates for successful
integration should be made available to market managers.
Traders learn from traders
During our fieldwork trips we observed that many New Traders had very good skills for
presenting their offer and in particular for engaging with potential customers at their stalls. In
many respects the New Trader stalls were more attractive and more inviting than those of
existing traders. This suggests that existing traders can learn new tricks from New Traders – as
well as the obvious transfer of trading skills from existing to New. But market managers may
need to use their skills to introduce this idea to existing traders, many of whom do not seem
to believe they could learn new abilities in this way.
More of Love Your Local Market
There was overwhelming agreement from stakeholders that Love Your Local Market is an
event well worth repeating. In fact all stakeholders believe that LYLM should be staged more
frequently in future years, with requests ranging from monthly to twice a year. We
recommend that more frequent repetition of LYLM should be a judgement made locally,
recognizing that many markets struggle to stage the event even once per year.
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Credentials
ROI Team
ROI Team (www.roiteam.co.uk) is a research consultancy that devises and manages
programmes of research to provide hard evidence that enables clients to make well informed
commercial decisions.
Understanding of consumer behaviour is our core currency. Consumers as shoppers on the
high street and the internet; consumers of NHS medical services; and consumers of broadcast
and narrowcast media.
We have been researching behaviour and preferences of shoppers for almost 10 years, including
research of markets and market shoppers in:
Blackburn
Romford Shopping Hall
Romford Outdoor
Uxbridge
Gloucester
Chelsea
Wood Green
Other clients include retailers such as
Marks & Spencer, Harrods, Flying
Brands and Best Direct; owners of retail
property like Capital & Regional,
Cadogan Estates, and Rockspring; the
NHS and Department of Health; and
media companies such as community
TV operator The Life Channel and
Thomson Reuters.
ROI Team has also established a
reputation for enhancing understanding
of the changing dynamics of town
centres, and for identifying the changes
that visitors and potential visitors are
asking for. During the last few years ROI
Team has been engaged for tasks
relating to town centre change by Uxbridge First, Luton, Middlesbrough and Edgware town
centre management.
ROI Team is a recent winner of a WestFocus ‘Enterprising Business Award’.
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MAKE Associates
MAKE provides insight and strategy on the future of towns and cities to clients ranging from
national and local governments and mayors to town centre partnerships and business
improvement districts (see www.makeassociates.com). We are at the cutting edge of
contemporary urban thinking, but apply it in practical and deliverable ways and put
community and stakeholder participation at the heart of all our research, strategies and
masterplans. Our clients say we are professional, but they also say we are fun to work with.
In 2010 MAKE Associates founded The StockMKT (www.thestockmkt.com) - the UK’s first
true night market, and is now organising other markets for the likes of Kingston, Croydon
and York. Many of the submissions to the Portas Review included this idea. This non-profit
making and family friendly event demonstrates MAKE’s commitment to practical ways of
invigorating the high street and public space, which complements their work at policy level.
The venture provides an expert insight into the issues of trader management, consumer
demand, event PR and marketing and the sustainability of markets.
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