Exeter Christmas Market ranked among UK’s most affordable festive markets

Exeter Cathedral Christmas Market has been ranked among the most affordable Christmas markets in the UK, according to new research examining the cost of visiting festive markets across the country in the run-up to Christmas.

The study, carried out by Aqua, assessed markets using factors including entry costs, visitor reviews mentioning value for money, average nearby hotel prices and social media activity. 

Exeter ranked second overall, behind Holkham Hall in North Norfolk.

The Exeter Cathedral Christmas Market, which runs from 20 November to 19 December, is free to enter and is located in the Cathedral Close. 

The research found that nearby hotels average £120 per night for two adults, the lowest average accommodation cost among the top ten markets analysed.

According to the study, 36 per cent of reviews that mentioned price described the Exeter market as “overpriced” or “expensive”. 

Despite this, Exeter ranked higher for affordability than larger markets in cities such as Manchester, Birmingham and London, where accommodation and visitor costs were typically higher.

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Catherine Escott, the Exeter Cathedral’s Chief Operating Officer, told Exeter Today: "We are delighted to be recognised in this survey. Exeter Cathedral Christmas Market makes a significant contribution to cathedral finances.” 

She added that the annual Christmas markets help to “maintain this fantastic building (the Cathedral) and keeps our doors open every day of the year; but it’s also become an essential part of Exeter’s Christmas.”

“Last time we counted, we reckoned the Christmas Market attracted 600,000 visitors and brought some £30 million of commercial activity into the City Centre,” she said.

The market is a great showcase for local craftsmen and traders, the ideal opportunity to find those elusive gifts for hard-to-buy-for friends and family, and a great place to meet up with friends for festive food and drink."

Local residents said the market’s accessibility and lack of entry fee were key factors in its continued popularity. 

Emma Collins, who lives in St Thomas, said she visits most years because it does not require upfront spending. 

“You can walk through, meet people and decide whether or not to buy something,” she said. “It feels more manageable than some of the bigger markets.”

James Turner, who works in the city centre, said Exeter’s smaller scale helped limit spending. 

“You’re not paying to get in, and there aren’t lots of paid attractions,” he said. “It’s easier to just have one drink or pick up a couple of gifts and leave it at that.”

Stallholders said visitor behaviour reflected wider pressures on household budgets. 

One trader selling handmade decorations said footfall had been steady, but customers were more selective. 

“People are definitely thinking more before they spend,” they said. “We’re seeing fewer impulse buys, but people are still keen on smaller, reasonably priced items.”

Another stallholder said the free entry helped maintain consistent numbers throughout the day. 

“Because there’s no ticket price, people are happy to come in, have a look and maybe come back later,” they said. “That makes a difference for traders, especially during the week.”

Nationally, the study identified Holkham Hall Christmas Market as the most affordable destination, while London’s Winter Wonderland was ranked the most expensive. 

Winter Wonderland was the only market in the study to charge an entry fee and also had among the highest accommodation costs. 

Bath, Nottingham and Edinburgh were also identified as relatively expensive markets.

The research suggests that rising costs are shaping how people engage with seasonal events, with affordability playing a growing role in decisions about where and how to visit Christmas markets. 

More than 90,000 online searches for Christmas markets were recorded in the UK in the past month.

Exeter’s ranking places it alongside Leeds, Glasgow, Chester and Cardiff in the top ten most affordable Christmas markets nationally.

 The Exeter Cathedral Christmas Market continues until 19 December.