The study, conducted by The Retail Group, included an anonymous survey of traders and expert opinion, highlighting the market's strong performance and popularity. Key findings indicate that one third of visitors attend at least daily or twice a week.
Communication between traders and market management is largely positive, with 68% finding it easy or very easy to communicate, though 11% indicated difficulties, presenting an opportunity for improvement. The survey also revealed mixed views on street food, with almost as many traders wanting less as those who desired more or better quality options.
Despite over half of traders reporting a decrease in trading compared to last year, more than half expressed satisfaction with their performance, with only 14% dissatisfied. A significant 80% of traders utilise social media for promotion, and 56% have benefited from wider market promotion efforts.
Trading is reportedly busiest on Saturdays and Wednesdays, particularly during lunchtimes and afternoons. When asked about the market's main strengths, traders most frequently cited its location, followed by the availability of students and tourists, the diverse trader mix, and the food offerings. Areas identified for improvement included marketing, promotion, facilities, parking, and costs.
The study achieved a robust 96% response rate from traders, with 67 out of 70 surveys completed. The Retail Group's findings position Gloucester Green Market as comparable to leading markets such as Portobello Green, York Shambles, and Westminster, with traders agreeing it is a welcoming and well-managed trading environment offering a great customer experience.
The report also noted evolving national consumer trends for city centre markets, showing a decrease in hobbyist bric-a-brac sellers and an increase in hot food stalls to meet demand.
Areas identified for enhancement include wayfinding and directional signage, the prominence of bins, communal seating, canopies, layout improvements, and the introduction of additional themes or events to differentiate trading days.
Oxford City Council will now share these findings with the market operator, LSD Promotions, to develop a comprehensive plan of action. The council will also continue to engage with local businesses and residents to maintain the area's vibrancy.
“"Gloucester Green Market is a beloved gem in our great city and I'm very pleased that the traders' took the time to share their positive views and areas for improvement as part of the study. We know consumer behaviours across the country are changing and the market must reflect this. We will continue to listen and work with the traders, local businesses, residents and LSD Promotions to explore how things can be made even better and make sure Gloucester Green remains the thriving destination we know it is."
