Google research links Market Traders with Younger Customers

Google research links Market Traders with Younger Customers

New research released by Google looking at young people, digital engagement and the future of retail markets has been welcomed by the National Association of British Market Authorities (NABMA) and the National Market Traders Federation (NMTF).

The results of the study have been issued during NABMA’s Love Your Local Market campaign (17-31 May) and explore how digital technology could attract younger customers.  Over the coming months Google will be working with the NMTF and the Federation of Small Business to promote a Digital Garage tour of market towns offering free training in the following places: Stourbridge, West Midlands, Beverley, East Yorkshire, Norwich, Norfolk, Richmond, North Yorkshire – Skipton, North Yorkshire, Burton, Staffordshire and Ashton-Under-Lyne, Tameside.

Graham Wilson, Chief Executive of NABMA said:

We welcome initiatives that support markets in reaching new visitors. Successful market operators and local authorities are embracing digital technology. In many places, market managers are supporting and encouraging traders to develop their own online shop windows and use e-commerce.

Joe Harrison, Chief Executive NMTF Ltd said:

As an organisation which represents around 20,000 markets and street traders, events retailers and mobile caterers we know well the need for our members to digitise their businesses. We have seen the effects that the rise in discounters and online shopping has had on our industry – traditional markets must adapt to compete!

From the Mission for Markets survey, undertaken in 2016, we found that around 23% of traders sell online in addition to their presence on markets, events and festivals. 40% take cashless payments, 45% have a website and 55% use social media to promote their business.

By helping our traditional traders adopt digital skills I do believe we will see a vast improvement in the footfall to our markets, the longevity of small businesses and an increase in new entrepreneurs entering our market places. Our markets and traders must adapt to the shopping habits and needs of consumers to ensure our market heritage remains strong and endures for many more years to come.

Google’s digital garage is a fantastic scheme – one we are more than happy to support and partner with, and we would encourage all traders to get involved with this project.

We welcome news stories, job vacancies and tender opportunities from our members for publication. If your market has some news to share, please email

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