As most readers will know, I am an avid supporter of local markets and indeed I shop regularly at them in Galway city, Oranmore, Clarinbridge, Moycullen, and anywhere else I see them up and down the country. However I have had many comments from readers and friends that the produce is often very expensive. Traditionally most people go to a market and expect some sort of deal or bargain — I’m mainly thinking of clothing, etc, however, I think the same mindset is true with many people where food markets are concerned.
Logically the foods should be cheaper than the shops; rent, which is the single biggest issue for all shops today, is very small, there are no rates, there is no oil or electricity bill. Marketing budgets do not exist for most, and staff costs are also not an issue as it is usually the owner who does the selling. It is generally a cash business also, which has advantages, so why are the goods not cheaper? I remember reading about the history of markets in Ireland and there was some kind of agreement that they would not undercut the local shops, but that was 40 or 50 years ago and I think the competitive laws have overruled whatever may have been agreed all those years ago.
Most businesses have recognised that they need to slash prices or offer special deals to attract the customer in 2009 — this will be even more the case in 2010, therefore if I were a trader I would work to increase the total turnover by decreasing individual product prices. It would also be good if every product in the trade stalls had a price marked on it, as many people recounted stories to me where they asked for a bag of a product and after being weighted were told a price which they would not have paid if they had an idea of the unit cost beforehand. The result is usually that the customer is too embarrassed to ask for the quantity to be reduced and pays up, but then will not return.
This is not an anti-market article in any way, I am simply expressing some thoughts of mine and others that could be food for thought for some traders. Whether we like it or not, price is now the single biggest driver when people make a purchase and it is a fact that can only be ignored at some peril. Sure we want quality, but we do need to see improved pricing and some special offers. There is only a handful of traders I can think of that regularly have special offers; Gannet Fish stall comes to mind, and it certainly attracts custom. I want all good market stallholders to prosper, but there may be a need to do some marketing, eg, tastings, buy two get a third for free, loyalty cards, weekly deals, and price reductions. Now that the weather is going to be even worse as we head into winter, stallholders need to be able to attract customers from their warm cars, so why not have a small heater and an awning to keep people shopping, plus of course some samples to taste? Giving samples must be the cheapest way to increase sales of any product as most people will buy if it is good.
Lastly, I would like to compliment Providence on its new cafe on the Main Street in Clarinbridge. I have called in twice and sampled the cakes on offer. All are made in-house and are both generous in portion size and great tasting. There are, I’m afraid, too many places buying in cakes and tarts so it’s good to see someone doing it the way it should be done. Providence seems to have a good formula as it is quite busy most days I pass, and it often has some brave souls sitting outside at the couple of tables on the pavement.
If you have any suggestions/comments please e-mail me on [email protected]
