The metropolis of Birmingham and its neighbouring towns and cities have some of the largest and most vibrant markets in the UK. Unlike the cattle and livestock markets and fairs which had been driven out of most large town and city centres by the 1960s, trade markets have generally managed to remain in their central locations. But throughout the first decade of the 21st century the rising popularity of online shopping, due to convenience and perceived cheaper prices, has applied new pressures on these high-street traders to entice customers into their markets.
In 2011, just four supermarket companies alone made up over 75% of all grocery sales
This, coupled with the financial crash of 2008, has created an increasingly difficult trading climate. Add to this the exponential growth, dominance and expansion of the “big four” supermarket chains (Tesco, Sainsbury’s, Asda and Morrisons) who’s national (and indeed global) stores enable them to sell products at much lower prices and broker better deals with their suppliers, and the financial situation is bleak for the traditional local market. In fact, in 2011, just these four supermarket companies alone made up over 75% of all grocery sales in the UK, driving many smaller grocers and retailers out of business through monopolisation of suppliers and the high-street. In the square mile of Birmingham’s City Centre alone, there are over a dozen “big four” supermarket stores, many within 100 metres of each other.
With such significant competition, the ‘traditional markets’, as they are often now referred to as, have to constantly adapt to remain a relevant and viable alternative for consumers. Failure to do so leads to the closure of the market. It was witnessing such a closure, Sidmouth’s International Indoor Market, in January 2010, which gave me the initial idea for this project. That market ceased trading because it couldn’t compete with the near-by high-street stores. Diversification to attract customers has led to some imaginative solutions to maintain a relevant and competitive stall. Many of the markets I visited had stalls and traders dealing in technological accessories and gadgets, alongside more traditional rag and food stalls. But many I visited were also clearly struggling to survive in the modern era, with very few customers and stallholders left.
Local Markets are a link to the past. They are a central part of the community they serve and have been for generations, with many stalls and companies being run by the same family for decades. Yet, these markets are now under threat from the superstores and new technology more than ever, and many won’t survive much longer into the ‘digital era’. The faceless, homogenous chain-stores lack the personality, the vibrancy and the life that markets possess, but this may not be enough to save these traditions from their fate.
With such significant competition, the ‘traditional markets’, as they are often now referred to as, have to constantly adapt to remain a relevant
Although the Midlands comprises a large part of central England, with many towns and cities located within the region, Birmingham is the largest and contains the most markets. For this project, I wanted to avoid the more specialist farmers’ markets or festive markets which occasionally take place, likewise the livestock markets found in the out-lying rural towns. Instead, I visited a range of city markets which regularly trade several times a week and thus offer a glimpse into the life of a 21st century market.
Bilston Indoor and Outdoor Markets, in the Black Country, are two general markets that take place several days a week in a purpose built market square and building, located in the town centre next to the bus and Metro station. It is popular and receives a lot of customers per week, although the majority were from older generations whilst I was there.
Birmingham Bull Ring Indoor, Outdoor and Rag Market are three markets situated in the centre of Birmingham, alongside the 21st century Bull Ring Shopping Centre. Trading from the same site for the last 800 years, these are some of the largest markets in the country (the nearby Wholesale Market is the largest in the UK) and specialise in food and clothing among other things. The central location means these markets are always busy and have a wide demographic, reflecting the multi-cultural make up of the city.
Blackheath Indoor Market is a small market in the heart of the Black Country, open several times a week it sells everything from sofas to hair cuts from inside the barn-like, corrugated iron shed. Considering it is in the heart of Britain’s industrial lands it had a very rural atmosphere. It now faces competition from a supermarket opposite, and also the decline of local the industries, which has pushed many workers into Birmingham.
Coventry Indoor Market has been voted Britain’s best market and is housed in a purpose built, octagonal building in the city centre. Somewhat ironically, it is filled with hundreds of stalls laid out in aisles radiating from the centre, almost resembling a supermarket. It was busy and vibrant with a range of trades all under one roof, although due to Coventry’s destruction by the Luftwaffe, the city was rebuilt with numerous shopping centres in close proximity, which directly compete with the market.
Kidderminster Market regularly takes place along the high-streets of the small Worcestershire town, famous for its carpet trade. The recession has affected the area quite badly, closing many local businesses and leaving a lot of empty shops behind the equally empty market stalls. The market curls around a small shopping centre, although this was also empty when I visited.
Lichfield Market trades from a square in the centre of the Staffordshire cathedral city, selling everything from DVDs to plants. The picturesque Georgian town benefits from tourism and having a wealthy population. Despite this, the market is small in comparison to other cities in the area.
Sutton Coldfield Indoor Market, actually called ‘InShops’, is a specially built market building in the town centre. It was largely unoccupied, with most of the units vacant, their former businesses gone. This is probably due to the shopping centre and high street a few metres away.
Walsall Market stretches along the high street of the city centre and trades several days a week. Being in the centre of the town means it is reasonably busy, although the recession has had an impact on many businesses and the stalls didn’t seem to be attracted that many passers-by.
West Bromwich Indoor Market is a purpose built market building filled with cafes, butchers, rag merchants and cobblers, among many other trades. It is open most days of the week and is connected to the shopping centre. Despite this, it was relatively quiet and there were a few empty stalls, indicating tough trading times.
Wednesbury Outdoor Market trades from a windswept market square in the town centre. Very few traders were left on the overcast day I photographed it. This is probably due to the enormous Morrisons superstore which opened a few years ago and sits a matter of metres away; a very visible cause of the market’s decline, it looms over the dilapidated stalls that have survived to this point in time.
Wolverhampton Indoor and Outdoor Markets are located in a specially built square and market hall on the edge of the city centre. It has a tan coloured, vaulted roof lined by Edwardian-esque oil lamps, although electric bulbs flicker inside them. Many of the companies are still trading, although a noticeable proportion of the units were vacant. The outdoor market sells a wide range of produce, from vegetables to baby clothing and was more popular, if somewhat chaotic, even for a market.
Whilst this list is by no means comprehensive (Brierley Hill, Cannock, Cradley Heath and Erdington, for example, all have regular markets too) these markets vary in size and geographical area; from the large, wealthy, central markets of the Bull Ring and Coventry to the small, blustery market at Wednesbury. My aim was to photograph each market as it was, from the traders and their stalls to the customers and visitors who were using them. Some were exceptionally busy, some were exceptionally empty, but each was unique in its appearance and atmosphere.
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