4 magical UK Christmas markets you need to visit this December

As the festive trading period gets underway, four UK cities have been named the top Christmas markets in Europe.

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Helena Young
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Joy to the world, the Christmas markets are back. And this year, Brits are spoilt for choice, as new research shows that four UK cities rank amongst the top 10 most popular locations for festive shopping in Europe.

Internet marketing firm, Savoo analysed TikTok hashtag data to find the 40 most popular European cities for Christmas markets. The results show that the UK is a top choice for mulled wine and milling about.

London, Edinburgh, Cardiff, and Birmingham all made it into the top 10 ranking. Surpassing traditional favourites like Austria and France, they made it to the top of the Christmas market ‘Nice’ list for this year.

Savoo’s research also revealed that the search term ‘#Christmasmarkets’ has gained almost nearly 160 million views on TikTok in total. The results show how UK market sellers across the country can tap into the trend to capture audience attention this winter.

UK top destination for Christmas markets, says TikTok

London is home to the most popular Christmas markets in Europe according to TikTok. The hashtag ‘#Londonchristmasmarket’ acquiring 15.4 million views in total. Meanwhile, the separate hashtag ‘#londonwinterwonderland’ gained six million views alone, surpassing third-place Krakow.

Following closely behind is Edinburgh. The Scottish capital ranks as the second most popular city for Christmas markets on TikTok, with #edinburghchristmasmarket gaining over 13 million views.

Two other UK destinations, Birmingham and Cardiff, were also named in the list. Combined, all four cities beat famed winter destinations including Prague to be named in the top seven European cities for Christmas shopping.

RankCityCountryNo. of TikTok hashtag views
1LondonUnited Kingdom15,400,000
2EdinburghUnited Kingdom13,700,000
6BirminghamUnited Kingdom3,600,000
7CardiffUnited Kingdom3,200,000
8PragueCzech Republic2,900,000

Why Christmas markets are the ‘holly’ grail of holiday shopping

Savoo’s research demonstrates how UK cities are embracing the tradition of Christmas market trading with enthusiasm. The result is festive spectacles that are outpacing competitors on the continent.

From the historic grandeur of Edinburgh’s Christmas Market, to the vibrant stalls lining Birmingham’s Victoria Square, these markets provide an irresistible blend of traditional crafts and warm treats for consumers.

They are also an excellent opportunity for side hustlers and sole traders to bring their online shop front into the real world, via the fast-growth trend of omnichannel selling.

Omnichannel selling integrates online and offline channels to create a seamless shopping experience. The concept has been a game-changer for SMEs seeking to capitalise on the craze of seasonal or short-term retail pop-ups.

By establishing a physical presence at Christmas markets, online retailers – including Etsy crafters and Amazon sellers – can showcase their products to a wider audience, jingling all the way to stronger customer relationships and sales results.

Wondering which Christmas market is best in snow? Our ultimate guide to Christmas market selling has more information on the top 17 towns and cities to pitch up your stall this festive season.

Written by:
Helena Young
Helena is Lead Writer at Startups. As resident people and premises expert, she's an authority on topics such as business energy, office and coworking spaces, and project management software. With a background in PR and marketing, Helena also manages the Startups 100 Index and is passionate about giving early-stage startups a platform to boost their brands. From interviewing Wetherspoon's boss Tim Martin to spotting data-led working from home trends, her insight has been featured by major trade publications including the ICAEW, and news outlets like the BBC, ITV News, Daily Express, and HuffPost UK.

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