The UK’s must-see Christmas markets for 2024: a social media phenomenon

As the festive season draws near, the search for the most captivating Christmas markets is on. This year’s social media-driven study explores which UK and European markets shine as online favourites. 

Using engagement data from platforms like Instagram and TikTok, we’ve compiled a list of over 60 of the most celebrated markets. Our rankings not only reveal which markets captivate visitors but also underscore the importance of creating shareable, memorable experiences that make an impact both in person and online.

Our social media-friendly Christmas markets listings feature some grand gatherings that are buzzing with bustling energy. However, the study also highlights the UK’s hidden gems – seasonal markets that are maybe not so well-known, but offer a quaint and cosy Christmas vibe.

The 10 most social media-friendly Christmas markets in the UK

With holiday charm in abundance, these UK Christmas markets have captured social media like never before. From Edinburgh’s historic splendour to London’s Winter Wonderland, here’s a breakdown of the most popular Christmas markets based on social media scores.

1. Edinburgh Christmas

Edinburgh ranks as the UK’s most stunning Christmas market, with a remarkable 2,738 TikTok posts and 55,304 Instagram hashtags capturing its charm. Running from November 15th, 2024, to January 4th, 2025, the market offers ample opportunity for visitors to capture memorable holiday photos against the iconic backdrop of Edinburgh Castle and the festive scenes at Princes Street Gardens. The city’s Big Wheel, festive ice rink, and traditional Scottish food stalls provide a variety of scenes and experiences that make Edinburgh not only a visual delight but also a rich cultural experience, helping it to secure top marks on social media.

2. Winter WonderLand, Hyde Park, London

London’s Winter Wonderland takes second place, with 3,409 TikTok posts and 43,237 Instagram mentions. Located in Hyde Park and open from November 21st, 2024, to January 5th, 2025, it offers a spectacular holiday setting with plenty of photogenic highlights. The brightly lit Rainbow Arch has become a must-see attraction, providing the perfect spot for festive photos, while the towering Giant Observation Wheel offers panoramic views of Hyde Park, transforming the market into an enchanting holiday scene. Winter Wonderland’s Bavarian-themed villages, grand fairground rides, and festive lights create a magical atmosphere that captures the festive spirit and draws crowds from across the country.

3. Manchester Christmas Market

In third place is Manchester’s Christmas market, which has become a beloved seasonal attraction, drawing 1,541 TikTok posts and a remarkable 62,109 Instagram hashtags. Running from November 8th, 2024, to December 22nd, this market spans multiple locations across the city, offering visitors six weeks to immerse themselves in a festive atmosphere. Known for its German-inspired stalls, the market features authentic treats, handmade goods, and seasonal drinks. Each site is uniquely decorated, creating a festive cityscape where visitors can capture holiday moments that embody the warmth and vibrancy of Manchester’s Christmas celebrations.

The 10 most social media-friendly Christmas markets in Europe

Beyond the UK, Europe’s markets are equally popular on social media, with their unique traditions and stunning displays attracting travellers from all over the world. Here’s a look at the most social media-friendly Christmas markets across Europe.

Across Europe, Edinburgh and London’s Winter Wonderland once again take the top two spots for social media appeal, boasting nearly 100,000 Instagram posts and over 6,000 TikTok mentions between them. Both markets stand out for their historic charm, seasonal attractions, and share-worthy scenes that continue to captivate audiences worldwide.

1. Edinburgh Christmas

Edinburgh’s Christmas market remains a European favourite, combining the atmospheric appeal of its UK location with a distinctly Scottish festive experience. Drawing over 55,000 Instagram posts and more than 2,700 TikTok mentions, this market is a staple for social media content, showcasing scenes from the bustling Princes Street Gardens to Edinburgh Castle illuminated against a wintry sky. Open from November 15th, 2024, to January 4th, 2025, Edinburgh provides ample opportunity for visitors to capture its magical appeal.

2. Winter WonderLand, Hyde Park, London

London’s Winter Wonderland secures second place, renowned throughout Europe for its vast scale and festive range of activities. With over 3,400 TikTok posts and 43,000 Instagram mentions, the market’s popularity spans borders, attracting both locals and international travellers. Running from November 21st, 2024, until January 5th, 2025, Winter Wonderland in Hyde Park offers photogenic highlights such as the iconic Rainbow Arch and the Giant Observation Wheel, creating memorable scenes against the enchanting lights and sprawling festive attractions.

3. Strasbourg Christmas Market

In third place, Strasbourg’s Christmas market in France, often called the “Capital of Christmas,” offers an authentic French holiday experience with traditional Alsatian delicacies, handcrafted ornaments, and charming holiday decor. Featuring 581 TikTok posts and 34,536 Instagram hashtags, this beloved market draws Christmas enthusiasts from across Europe. Running from November 27th to December 27th, 2024, Strasbourg provides four festive weeks where visitors can immerse themselves in the holiday ambiance, set against the striking mediaeval Strasbourg Cathedral and under the glow of thousands of Christmas lights.

The UK’s hidden gem Christmas markets

Beyond the most popular markets, several smaller events hold unique appeal for those looking for a more intimate festive experience. These hidden gem markets combine convenience, charm, and high ratings, making them worthwhile visits.

While larger Christmas markets may dominate social media, several lesser-known UK markets offer unique, intimate holiday experiences. Markets that may have passed under the radar can provide festive charm without the crowds, making them perfect for those seeking a more relaxed yet equally enchanting celebration.

1. Greenwich Christmas Market

Greenwich Christmas Market in London claims the top spot as the best-hidden gem Christmas market in the UK, boasting an impressive TripAdvisor rating of 4.5. Located within a UNESCO World Heritage Site, the market offers holiday shoppers a picturesque backdrop featuring the Royal Observatory, the historic Cutty Sark, and the beautiful expanse of Greenwich Park. Only a short walk (7 minutes) or drive (3 minutes) from the nearest train station, this market spans 34 days, allowing visitors ample time to enjoy an array of artisanal gifts, festive treats, and the warm holiday atmosphere that makes Greenwich a standout destination.

3. Southbank Centre Winter Market

In second place is the Southbank Centre Winter Market, nestled along the Thames in London. With a solid TripAdvisor rating of 4, this market combines the charm of a riverside setting with a diverse selection of seasonal treats. Just a 7-minute walk or 4-minute drive from Waterloo Station, visitors can indulge in gourmet hot chocolate, artisanal cheeses, spiced mulled wine, and seasonal street food from around the world. Running for an impressive 55 days, it’s one of the longest-operating markets on the hidden-gem list, providing ample opportunity to experience its festive delights at a leisurely pace.

3. Levenshulme Christmas Market

In third place, Levenshulme Christmas Market in Manchester offers a high TripAdvisor rating of 4.5 and an unbeatable location just a 2-minute walk from Levenshulme Station. Known for its community-focused atmosphere, this open-air market features local crafts, seasonal foods, and unique festive items, all set in a relaxed environment that provides a refreshing contrast to larger city markets. Although it operates for only 8 days, Levenshulme’s intimate setup and focus on local artisans make it a true hidden treasure for festive shoppers.

Adam Wilson-Bowen, Marketing Director at Solopress emphasises the importance of print and branding in enriching the visitor experience at Christmas markets:

“Christmas is a golden opportunity for small businesses to shine. With festive spending at its peak, it’s the perfect time to capture the holiday spirit and engage with customers through creative market stalls, personalised products and advertising.

Print materials are essential for elevating the atmosphere at the Christmas market and similar events across the UK. From custom-branded signage and festive decor to takeaway menus and maps, printed elements add a unique charm and practicality that digital alternatives simply can’t replicate. Striking signage not only guides visitors but also enhances their overall experience, while beautifully crafted packaging and merchandise serve as cherished mementoes of their holiday adventures. Well-designed print materials not only enhance the market’s visual allure but also encourage visitors to share their joyful moments on social media, amplifying the market’s appeal and visibility even further.”

Methodology and sources 

We compiled a list of over 90 Christmas markets across Europe and the UK to study. 

To uncover the most social media-friendly markets, we examined the number of Instagram and TikTok posts using the hashtag ‘#citychristmasmarket’ on each platform.

For the hidden gems, we looked at TripAdvisor ratings, proximity to the nearest train station (via Google Maps), and the market’s duration through detailed desk research.

Each metric was indexed to create a final ranking. 

Data was collected on 17/10/2024.