Page 9 - MarketTimesOctober2015
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Garfield said: “We do advertise in the media including local radio advertising to create a buzz before the start of the summer season.
“But our big effort goes into leafleting and signage,” he added.
Two days before each market there is a big leafleting campaign including homes, camp sites, caravan parks, the beach, people, car windscreens. Anything and everything is given a leaflet advertising the market. And every market day there are signs everywhere directing people to the market.
Anyone still unaware of the markets must be blind, deaf or daft.
That level of practical promotion is what attracts many traders to stand the markets — that, and the carefree, stress-free atmosphere that is conducive to spending.
Garfield said: “A lot of the people who shop here are on holiday and they are in a relaxed frame of mind and looking for things to buy.”
There are a lot of retired people in Swanage who also have time on their hands and cash available to spend.
“In busy towns or cities, people are rushing about and stressed, but in these markets everything is at a slow pace and people spend,” he said.
Swanage market regularly has 40 or more stalls including some high quality food stalls that can be busy all day.
As well as all the traditional non-food lines, there are stalls selling items that appeal to tourists — bric-a-brac, collectibles, and a couple of demonstrators.
Many of the traders stand markets throughout the year and take on an extra van and staff to stand the summer markets.
But some just stand the Dorset markets and take a rest, or do something completely different, in the winter.
Ian Fretter, who sells wood carvings which are mainly imported from the Far East, stands all the JC markets and his products go down well with the tourists.
At times he struggles to keep up with the internet side of his business, but he finds he can build that back up again in the winter months.
Peter Saunders, who sells fishing tackle, toys and the odd air rifle, stands all the JC markets and says they are brilliant.
“John spends a lot of money on advertising, so you don’t mind paying a bit more in rent because the advertising brings in the shoppers,” he said.
Peter says some single people make enough in the summer to fund two or three months in somewhere like India in the winter.
He took up market trading after a car accident left him unable to continue with his job as a joiner. He doesn’t get to sun himself for months on end every winter, but he enjoys making a good living in a beautiful part of the world.
Trained florist Wendy Hill, who sells cosmetics, hair accessories and perfume, hasn’t hit the big time either.
She and husband Nigel have a steady business and sell at galas and fetes at other times of the year.
Veteran market trader Thomas Horler was trying out Swanage market for the first time with a new line of products with tractor and pastoral designs by the artist Sue Podbery which he was hoping would go down well with tourists.
Whatever you sell, these summer markets have plenty of potential because of the steady footfall and the type of shopper they attract.
And the good news is that there is always room for more traders because of the nature of the sites.
   Ian Fretter (right) runs The Wood Shop selling wood carvings mainly sourced from the Far East. He stands the Dorset summer markets and has a busy online business called www.thewoodshoponline.co.uk
 FACTS & FIGURES
 l Market Days: Every Friday from Easter to October
l Market Rent: £3 a per foot
l Swanage’s claim to fame: Once
a small fishing port, Swanage in south east Dorset came to the fore in Victorian times an important quarrying port and a popular seaside resort for the affluent. John Mowlem left a lasting mark on the town. He became a successful builder in London, specialising in stone quarried from Swanage and he was responsible for many buildings in his home town.
 Thomas Horler, who usually sells pet products, was trying out Swanage market for the first time this year, selling a range of Dorset-themed products created by the artist Sue Podbery, which he hoped would catch the tourists' eye
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