WINTER IN ANTWERP

Since Sinterklaas 2024, 6 December, and until Sunday 5 January 2025, The City of Antwerp hosts Winter in Antwerp (Winter in Antwerpen), Antwerp‘s Christmas market. While the City sends positive press releases and invests in promotion of the event, vendors at Hendrik Conscienceplein and Operaplein complain people don’t spend enough.

The Christmas markets on Hendrik Conscienceplein and Operaplein in Antwerp are struggling to attract visitors, leaving stallholders facing significant financial challenges. While bustling crowds flock to Groenplaats and Grote Markt, the quieter squares remain largely overlooked, despite efforts by the city to draw more attention to them.

Not enough to cover expenses

On Hendrik Conscienceplein, traders report to Gazet van Antwerpen, Het Neuwsblad and ATV a near-constant lack of customers and an inability to cover expenses. One stallholder, who is participating in the market for the first time, sells items like incense, jewellery, and Buddha statues. The stall rental cost, including facilities, has proven difficult to recoup, and the square feels empty with only five stalls present. Traders believe that adding more stalls could help fill the space and attract visitors.

There are concerns about the lack of signage and poor stall placement, which prevent foot traffic from reaching the square.

Tourists pass by to visit the Carolus Borromeus Church but rarely engage with the market. Early closing times—9 PM on weekdays and 11 PM on weekends—further limit trading opportunities, as the square tends to get busier only later in the evening. For many traders, the overall experience has been financially devastating, making them hesitant to return next year.

Another trader, who rents two chalets for the first time, has also struggled to attract customers despite investing in stock and promotional efforts such as a new Instagram campaign.

While weekends bring slightly more activity, weekdays remain extremely quiet. Although some customers have returned after being pleased with their purchases, the turnout has fallen far below expectations, leaving the trader disappointed.

Winter in Antwerp 2023-2024 at Hendrik Conscienceplein.

Passing, not staying or spending

On Operaplein, the situation is slightly better but still challenging. Foot traffic is higher, but many passers-by do not stop to shop. Most visitors head to the Grote Markt to eat and drink, or they pass through Operaplein on their way to the train station without lingering.

Stallholders remain uncertain whether they will be able to cover their costs, hoping for a few busier days to make up the difference.

Despite the City’s efforts to spread the festive spirit to all areas, the lack of footfall on Hendrik Conscienceplein and Operaplein has left traders struggling. Both locations remain overshadowed by the more popular Groenplaats and Grote Markt, prompting many to question the viability of returning in future years.

Calm

I haven’t been to Winter in Antwerp this year. Last year, Sam, Danny and I did tour the Christmas markets. And indeed, also during the 2023-2024 edition, the Groenplaats and Grote Markt were packed, and Hendrik Conscienceplein and Operaplein were much, much calmer.

So, the photo used here here is from last year.

Can a better flow, more signage and some crowd nudging help? Maybe the locations are inherently not great and prices for traders should be reviewed.

Why does it work in Brussels, Bonn or Münster, but not in Antwerp? I visited the Advent markets in Bonn in 2023 and Münster in 2024. I’ll report on Münster later in 2025.