Yerevan Christmas Market.
On December 5th, the annual Yerevan Christmas Market set up shop along Northern Avenue, marking this its fourth year of operation. Over thirty businesses took advantage of the opportunity to display their products at stands in the market.
Many well-known brands from the community were represented, ranging from handmade Christmas decorations to beautifully-packaged honey made in Armenia’s border villages, from glint wine to children’s toys.
But the question remains: how well are they benefiting from the exposure?
For many businesses, it was the first year participating — a good sign for an event in its early years of operation. Most were pleased to have an opportunity to present their products in a fresh, new setting.
Yerevan Christmas Market.
Yet others, especially the veterans of past years’ markets, expressed disappointment at the customer turn-out that this year has witnessed thus far. Vendors overwhelmingly said that business was better last year. Many expressed uncertainty at whether they would return next year, weighing the rising cost of reserving a stand against the low number of customers frequenting the booths.
Some customers, new to the tradition of outdoor winter markets, said they had expected special prices from businesses at the booths, as an incentive for shoppers to brave the cold weather as opposed to making purchases within the warm confines of a store.
Yerevan Christmas Market.
The market was first created when French repatriates and brothers Pierre/Petros and Tigran Baghdanyan saw the opportunity to bring Christmas markets to Armenia, spreading a European tradition where local businesses and artisans display their handicrafts and locally-made products to Christmas shoppers strolling by.
The first year’s market had 6 stalls and took place in Ashtarak, where the brothers also run a cafe. The second year, the market moved to Yerevan’s Northern Avenue, with 12 stalls and each year, the number of booths are increasing.
All mixed reviews aside, the market is a both an opportunity for local businesses to promote themselves, as well as a unique social experience for both locals and tourists the holiday spirit.
This season’s market will run through January 6, and the stands are open daily from 1:00 PM through 10:00 PM.
