The death of the independent trader?

It was supposed to be a bloodbath.

So why was Jonathan Adams, 47, a 5th generation family fishmonger, looking content?

The 67 small independent traders of Cardiff Central Market should have been struggling to survive with the likelihood of many not making it through the year.

The odds have been stacking up against them. The growth of giant, out-of-town supermarkets and a lack of car parking in the city centre is the cause for a drop in customers for some traders by as much as 33%.

And now, just as the UK economy is freefalling into the worst recession in living memory, with banks refusing to lend to small businesses and shoppers no longer spending themselves into debt, the Council is planning to raise rents. Surely now would be time to throw in the towel, pack up and find a more lucrative means of earning a living? And who could blame them if they did.

Well, there is no bloodbath – leave that for the High Street brands – no one is moving on just yet and you won’t even find the massive discounts like those offered by the chains on Queen Street.

Cardiff Market, established in 1891, is accommodated in an impressive Victorian structure and under one great glass roof you will find a wealth of products ranging from pots and pans to bread and butter, and from nuts and bolts to rock and roll. And where else in the city would you find a clairvoyant and a selection of wigs all within the same four walls?

Refreshingly, talking to the traders you gain a sense of defiant optimism and fighting spirit that all entrepreneurs have in abundance.

This comes as no surprise when you discover that, for some traders, like John Adams, 78 – father of Jonathan – the Central Market has been a home to the family business, Ashton Fishmongers, for many years.

So, why the optimism? Ashton fishmongers has seen one third of their custom disappear over the years – so how is Jonathan’s business surviving? He puts it down to their expansion into supplying the restaurant trade and the age-old desire of some customers wanting good quality, fresh fish – something fish lovers can’t always necessarily get and the local supermarket.




JR Singh, 41, trading in the Market for 15 years is also showing an appetite for a fight. Again, he points to reasons for a drop in trade. The closing off of St. Mary’s Street to traffic and the high cost of car parking to name but two. Yet he has expanded from owning one stall selling mobile phones to buying a second stall selling textiles. He thinks that the building itself and the Market’s history offer a unique shopping experience in Cardiff – a major draw for shoppers. He even offers any interested listeners a brief history of his new textiles store – a part of the market’s history for the last 100 years and under his stewardship for the last six.



Surely it isn’t all good news? And there it was. The stall looked to be selling a pick ‘n’ mix of all the electrical parts and gizmos that you would never need (except for the disco ball – who doesn’t have one, right?). If ever there was a stall that couldn’t cope with a drop in trade then this must be the one.

Yet stall owner Cliff Jones, 73, has worked in the market for 50 years. He has survived this long for one reason – high street retailers take note – he understands his customers and gives them what they want. Even the staff of high street chain Dixons refers shoppers to Cliff. The saying goes that if he doesn’t have what you want then no electrical supplier in Cardiff will. I put this to the test. It’s true, he has it all.





Even novice trader Ivor Roberts, 60, less than two years into owning his own stall – selling pets – is confident about what the future might hold. He looks at the continuing development of more city centre apartments as the potential new home for an animal lover. His only frustration is having his application for a permit to sell reptiles rejected! I should have asked what exactly it was he was planning to sell. And he even allows for a little haggling over the price of a budgie. Ivor is the typical of many who own stalls in the market. He first worked in the market as a porter, fell in love with the place and waited for an opportunity to present itself to buy a stall. His dream was realised in 2007 and he is now one of the newest members of the Market’s traders association.




Yet, there is one concern that all the traders share. You look around the market and, even though only 4 units are empty, John Adams, market veteran and owner of Ashton fishmonger for the last 36 years, says this would have never been the case 30 years ago. He had to wait for the opportunity to set up business in the market. Now the Council is actively seeking new tenants to fill the vacant units.

So why the empty stalls when the majority of traders are making profits?

John says it is the slow, yet noticeable decline in the number of people willing to invest their own capital into their own business – instead preferring the safety of working for others. The city is running out of entrepreneurs and yet, by a quirk of fate, it might just be the recession that resolves the shortage of traders as people made redundant – and who once had dreams to be their own boss – see a stall in the market as a gamble worth taking. And if they’re worried about taking the leap, well, they can just ask the resident clairvoyant what they should do. Although I'd save some money and just have a chat with Ivor.