A £41.5m turnover for businesses, support for more than 500 jobs and a £60.4m associated spend in the city are among the findings of a survey of Bath Christmas Market 2024.
An estimated 444,000 visitors over the 18 days of the event resulted in this significant economic boost for Bath, including a record-breaking number of local stallholders taking part in the market and having a platform to expand their businesses.
A report on the survey commissioned by Bath & North East Somerset Council also found that the average visitor spend per person per day went up to more than £31 in 2024, compared with less than £27 in 2023. 73% of the overall visitors said the Christmas Market was their main reason for visiting the city.
Visitors staying overnight in Bath during their visit to the Christmas Market stayed for an average of at least two nights. 91% of these said they would consider returning to Bath for a short break at another time of year.
The number of B&NES residents made up 21% of the visitors, an increase on the previous two years. 58% of all visitors lived in the South West of England and 4% of visitors were from overseas.
The report found that whilst attendance was slightly lower in 2024 compared to the 451,000 visitors in 2023, it should be noted that a peak day’s trading was lost when the market was forced to close on December 7 due to Storm Darragh.
The highest-ever number of traders were based in the South West at 85% of the 230 traders attending. 40% of the traders who signed up for first time were based in Bath and surrounding areas.
Paul Roper, cabinet member for Economic and Cultural Sustainable Development, said: “We are delighted to receive these results showing another successful and popular Bath Christmas Market which brings new money into the city and supports local trade. The overall £41.5m turnover for businesses and more than 500 jobs supported wouldn’t have happened without this magical event taking place.
“Despite the loss of a peak Saturday’s trading due to storm events, it’s clear that the market continues to grow and we are looking forward to celebrating our 25th anniversary. Planning for Bath Christmas Market 2025 is already well under way and we hope to welcome many residents once again, as well as visitors from further afield. We have received some fantastic feedback from both visitors and traders alike and look forward to repeating this success next year.”
Josh Bevan, Director of Fat Giraffe Gifts in Bath and stallholder at the Christmas Market 2024, said: “It was an absolute pleasure to be part of such a well-executed event. From the exceptional organisation to the seamless communication, everything was so thoughtfully managed.”
“We were proud to contribute to the festive atmosphere with our unique products, such as the Christmas ducks and handcrafted decorations, and it was wonderful to hear so much positive feedback from customers about how magical the market felt. The sense of community we experienced was second to none.
“We’re proud to have played a role in positively representing Bath’s local community and businesses throughout the market and have worked hard to advocate for local schools, projects, and other businesses in the area, showcasing how vibrant and collaborative our city can be.”
This Bath Christmas Market 2024 report presents the combined findings of a face-to-face survey of visitors to Bath Christmas Market conducted between November 28 and December 15, 2024 and an additional online survey conducted between December 17, 2024 and January 6, 2025.
Bath Christmas Market will return for 2025 on November 27 and will run until December 14 (inclusive). Visit the Bath Christmas Market website for future updates.