An interesting thing happened to farmers markets over the past few years as they tried to establish a toehold in the marketplace . . . they became too popular!
No, not too popular with consumers. Statistics show that consumers continue to support local farmers markets in record numbers. The statement has more to do with the communities where you find farmers markets. Success breeds success in retail. What’s good for the goose is good for the gander, that sort of thing, until it is not, and then it just becomes excess.
Put another way . . . too much of a good thing will eventually have unintended consequences.
Let’s use our local area, Thurston County, Washington State, for an example.
The grandfather of farmers markets in our county is the Olympia Farmers Market. It has been around seemingly forever. It literally does millions of dollars in sales, and what was once traditionally a weekend market during the summer has expanded and included Thursdays and Fridays and a limited schedule during the winter.
So if it’s good for Olympia it must be good for Tumwater, three miles away, and it must be good for West Olympia, and Lacey, and Delphi, all of which are less than five miles from The Grandfather, and suddenly the year is 2019, the dollars to be spent are limited, and something has to give.
What inevitably happens is that some of those smaller markets will close.
The same can be seen nationwide. The amount of dollars being spent at farmers markets is increasing across the nation, but the number of farmers markets, for the first time in decades, is declining. In other words, the market is saturated and only the strong shall survive.
What does this mean for struggling markets?
It means the same thing it means for any retail establishment facing stiff competition: learn to market effectively, learn to diversify, learn to attract customers, and learn good customer skills . . . or perish!
It is not enough in 2019 for a farmers market, facing tough competition, to simply offer fresh fruits and vegetables. A farmers market in 2019 must be a fun place to visit. It must be a destination that people wish to visit, a happening place, a place people want to return to. All markets have live music. They all have community booths and local artisans. What can your market offer that other markets do not offer? Why would a family of four prefer to visit your market rather than a market three miles down the road? A market manager, or a market Board of Directors, who do not understand this basic retail concept, are failing at their jobs.
The Flea Circus Effect
I like to use the flea circus analogy to drive home this point. Are you familiar with the flea circus concept?
Flea circuses date back to the 1820s. They may, or may not, have used real fleas, but they all consisted of tiny machines, rides, etc, which were activated “by fleas.” Those which did not use actual fleas simply presented the magnificent illusion of tiny fleas on merry-go-rounds, or fleas on trapezes. It was really a brilliant piece of showmanship and marketing, to present an illusion so grand that people would spend money to see something that actually did not exist.
This same way of thinking would serve well the smaller markets trying to compete with the larger ones. Present the illusion of more happening than what really is or do, in fact, present something that can’t be seen anywhere else. Simply having live music is not enough. Simply having fresh fruits and vegetables will not do the trick. “Unique” should be your call to action, or you will find yourself facing a situation where all the action in the world will not save you.
Learn to adjust to the times or become a statistic!
This is hard for some market managers. They may be great organizers. They may even have great people skills. What they are lacking is creativity. They can’t think outside the box. They pour money into advertising when, in truth, all the advertising in the world will not make their market attractive; and besides, the best advertising is word-of-mouth, which will not happen unless they find a way to make their market interesting and worth attending.
And so it goes! Some “get it,” and they manage fun, successful markets. Others do not “get it,” and their markets slowly rot on the vine.
Bill