Joy to the world, the Christmas markets are back. And this year, Brits are spoilt for choice, as new research shows that four UK cities rank amongst the top 10 most popular locations for festive shopping in Europe.

Internet marketing firm, Savoo analysed TikTok hashtag data to find the 40 most popular European cities for Christmas markets. The results show that the UK is a top choice for mulled wine and milling about.

London, Edinburgh, Cardiff, and Birmingham all made it into the top 10 ranking. Surpassing traditional favourites like Austria and France, they made it to the top of the Christmas market ‘Nice’ list for this year.

Savoo’s research also revealed that the search term ‘#Christmasmarkets’ has gained almost nearly 160 million views on TikTok in total. The results show how UK market sellers across the country can tap into the trend to capture audience attention this winter.

UK top destination for Christmas markets, says TikTok

London is home to the most popular Christmas markets in Europe according to TikTok. The hashtag ‘#Londonchristmasmarket' acquiring 15.4 million views in total. Meanwhile, the separate hashtag ‘#londonwinterwonderland’ gained six million views alone, surpassing third-place Krakow.

Following closely behind is Edinburgh. The Scottish capital ranks as the second most popular city for Christmas markets on TikTok, with #edinburghchristmasmarket gaining over 13 million views.

Two other UK destinations, Birmingham and Cardiff, were also named in the list. Combined, all four cities beat famed winter destinations including Prague to be named in the top seven European cities for Christmas shopping.

Rank	City	Country	No. of TikTok hashtag views
1	London	United Kingdom	15,400,000
2	Edinburgh	United Kingdom	13,700,000
3	Krakow	Poland	5,800,000
4	Paris	France	5,400,000
5	Berlin	Germany	4,200,000
6	Birmingham	United Kingdom	3,600,000
6	Strasbourg	France	3,600,000
6	Basel	Switzerland	3,600,000
7	Cardiff	United Kingdom	3,200,000
8	Prague	Czech Republic	2,900,000
9	Colmar	France	2,200,000
10	Vienna	Austria	2,000,000

Why Christmas markets are the ‘holly’ grail of holiday shopping

Savoo’s research demonstrates how UK cities are embracing the tradition of Christmas market trading with enthusiasm. The result is festive spectacles that are outpacing competitors on the continent.

From the historic grandeur of Edinburgh's Christmas Market, to the vibrant stalls lining Birmingham’s Victoria Square, these markets provide an irresistible blend of traditional crafts and warm treats for consumers.

They are also an excellent opportunity for side hustlers and sole traders to bring their online shop front into the real world, via the fast-growth trend of omnichannel selling.

Omnichannel selling integrates online and offline channels to create a seamless shopping experience. The concept has been a game-changer for SMEs seeking to capitalise on the craze of seasonal or short-term retail pop-ups.

By establishing a physical presence at Christmas markets, online retailers – including Etsy crafters and Amazon sellers – can showcase their products to a wider audience, jingling all the way to stronger customer relationships and sales results.

Wondering which Christmas market is best in snow? Our ultimate guide to Christmas market selling has more information on the top 17 towns and cities to pitch up your stall this festive season.