Each year, cities around the UK strive to put on the best Christmas celebrations possible as a means of attracting consumers from out of town retail parks, encouraging a higher level of spending and supporting local businesses of all sizes. This year, the annual festivities have kicked off in Birmingham, with the return of the Frankfurt Christmas Market expected to put West Midlands consumers in the seasonal spirit.
Along with being the UK’s largest Christmas market, Birmingham’s annual event is also a key driver of growth for the city. Last year, the market played a pivotal role in a customised series of events which altogether attracted 34 million retail tourists to Birmingham and raised almost £100 million for the local economy.
However, organisers are keen to beat even this impressive total this year and Visit Birmingham, along with its 15 city partners, intends to do this by engaging social media users in the festivities. Visitors to the Christmas market will be asked to Tweet their experience using the hashtag “ChristmasInBham” – a trend expected to further boost visitor numbers and give small businesses in the area an extra burst of Christmas cheer.
Marketing services director at Visit Birmingham, Emma Gray, describes Birmingham’s upcoming programme as “one of the country’s most exciting festive backdrops.”
She continues; “With a world renowned food scene, family friendly attractions and shopping to suit every taste and budget, Birmingham is the perfect place to visit this Christmas.
“The city is also home to Europe’s largest authentic German market outside Germany and Austria, which continues to attract audiences from all corners of Europe.
“Last year the city drew a record 34 million visitors – with an outstanding programme of events taking place this year, we look forward to welcoming even more tourists to sample what we have to offer this festive season.”
Not only is the Christmas market an excellent option for consumers, it also aids small businesses operating within the city limits. A total of 190 stalls will run until the 22nd of December, allowing entrepreneurs and small businesses the opportunity to showcase their products in a thriving market environment.
Commercial property based retailers will also be able to benefit from the campaign drive surrounding the market, as Visit Birmingham partner Retail Birmingham will be putting together a package to promote the range and diversity of the city’s retail offering. As a result, a number of stores are engaging in promotional activity to tie in with this event, with fashion retailers in particular hoping this will turn around the past few months of sluggish new season sales.
Retail Birmingham chairman Jonathan Cheetham points out that retailers could well benefit from the Christmas trading season well into the New Year.
He says; “Following the busy Christmas season, 2015 is set to bring one of Birmingham’s busiest and most exciting periods in over a decade.
“With new additions such as the £150 million Grand Central shopping centre with its £35 million flagship John Lewis store, and the £50 million refurbishment of the Mailbox, residents and visiting shoppers will be spoilt for choice.”
Will you be visiting Birmingham Christmas Market this year?
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