Spirit of Christmas

What Spirit of Christmas does

Spirit of Christmas is an annual seven-day consumer trade fair held at Olympia London, founded in 2002 and operated by Clarion Events Ltd under the trading name Spirit of Christmas Fair. The fair curates 600+ handpicked independent brands across gift hall and food hall categories, targeting affluent UK gift-shoppers (predominantly women aged 25-65) seeking unique, off-the-high-street festive gifts, and serving as a high-traffic retail distribution channel for vetted small businesses, designer makers, and artisan brands. The 2026 edition (2-8 November) marks the fair's 25th anniversary and is expected to attract 55,000+ visitors.

The business operates on three concurrent revenue streams: consumer ticket sales (advance via SeeTickets from £23 and on-door from £27, with a limited Silver Anniversary ticket at £25 for two adults and a £2.75 per-booking transaction fee), exhibitor stand rental (vetting-gated B2B booth sales managed via the fair website and dedicated sales team), and on-site hospitality (Kate Austen restaurant, four Louis Roederer Champagne bars, afternoon tea, and food hall dining). The fair is supported by an integrated marketing programme combining email newsletter, organic social, blog content, SEO, partner promotions through House & Garden subscriber codes, and earned-media PR.

The underlying technology stack is minimal: an asp.events-hosted website, an Exhibitor Zone portal for brand profile management, the SeeTickets third-party ticketing platform, and standard social media channels. There are no proprietary software platforms, AI/ML systems, or API products. The core competitive assets are the 25-year brand heritage, exclusive Olympia London venue partnership, exclusive House & Garden media partnership, Louis Roederer Champagne sponsorship, and the accumulated network of vetted independent exhibitor brands — all of which constitute intangible and distribution moats rather than technology moats. Geographic reach is limited to a single flagship event in London, UK.

Name

Spirit of Christmas

Legal name

Clarion Events Ltd

Website

https://spiritofchristmasfair.co.uk

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Spirit of Christmas is a seven-day annual Christmas shopping fair at Olympia London, curated and operated by Clarion Events Ltd, serving 55,000+ affluent UK gift-shoppers with 600+ vetted independent brands across gifts, food, and hospitality.

Ownership category

akta.pro rank

Product category

Christmas Shopping Fair

NAICS

Gift, Novelty, and Souvenir Retailers (459420)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro industry

PRIMARYMPAGAFAL

Holiday, Seasonal & Christmas Markets

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Exhibitions, Fairs & Expos (Consumer/Public)

SECONDARYMPAGAFAO

Local Community & Multi-Category Fairs

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Exhibitions, Fairs & Expos (Consumer/Public)

Keywords

• Christmas shopping fair
• Festive retail event
• Consumer exhibition
• Artisan brand showcase
• Holiday gift fair

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Ticket Sales: The company generates revenue primarily through visitor ticket sales. Tickets are sold in advance through SeeTickets at lower prices (£23+) and on-the-door at premium prices (£27+). Special Silver Anniversary tickets offer two adults for £25 (limited to 250). Transaction fees of £2.75 per booking also apply.
2. Exhibitor Stand Rental: Exhibitors pay for booth space at the fair. The fair operates a strict vetting procedure to hand-pick brands suitable for the event. Application requires product images, samples, stand designs, and press coverage for review.
3. Dining Services: Revenue from on-site dining options including the Kate Austen Restaurant, Louis Roederer Champagne Bars, and various food outlets throughout the venue.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Spirit of Christmas Fair is an annual seven-day Christmas shopping event held at Olympia London, gathering 600+ handpicked independent brands, artisans, and designers to sell unique festive gifts, homeware, fashion, and food and drink directly to consumers. Revenue is generated primarily through advance and on-the-door visitor ticket sales, vetted exhibitor booth rentals, on-site hospitality (Champagne bars, restaurant, afternoon tea), and sponsor partnerships with brands such as House & Garden and Louis Roederer.

Product overview

Spirit of Christmas is a single-event shopping fair (not a platform or modular product), centered on the annual Spirit of Christmas Fair held at Olympia London. The core offering is the curated boutique shopping event featuring 600+ independent brands. It is supplemented by hospitality services (Louis Roederer Champagne Bars, Kate Austen Restaurant, Afternoon Tea, Shop & Drop), experiential offerings (Creative Workshops, Exhibitor Zone portal), and marketing programs (Exhibitor Brand Awards, Blog, Newsletter). There are no distinct software products, modules, or SaaS offerings—only the annual event and its ancillary services.

Differentiator

Problem solved

Functional benefit

Products and services

• Spirit of Christmas Fair
• Exhibitor Stand Rental
• Louis Roederer Champagne Bars
• Kate Austen Restaurant
• Creative Workshops
• Afternoon Tea
• Shop & Drop

Quantifiable outcome

• 55,000+ visitors attend annually
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• House & GardencoreGTM or Marketing Partner · 2 November 2026House & Garden is the exclusive media partner for the Spirit of Christmas Fair. The partnership includes editorial coverage, subscriber-only ticket offers, and brand awards (Best Stand and Best Product categories). House & Garden readers receive special subscriber ticket rates and priority access.
• Louis RoederercoreGTM or Marketing Partner · 2 November 2026Louis Roederer is the official Champagne partner, providing four Champagne bars strategically located throughout Olympia London (Grand Hall, National Hall, Upper Gallery Grand, and Gallery Cross Over). The partnership enhances the luxury shopping experience.
• Kate AustencoreStrategic or Co-development Partner · 2 November 2026Great British Menu chef Kate Austen serves as Restaurant Partner for the fair, creating an all-day dining menu at the Winter Restaurant. Returns for second consecutive year in 2026, bringing exceptional culinary talents to the event.
• Olympia LondoncoreStrategic or Co-development Partner · 2 November 2026Olympia London is the venue partner, hosting the fair at its recently transformed facility in Kensington. The venue offers recently added amenities including rooftop bars, restaurants, hotels, and entertainment venues.
• Suicide & CominorOthers · 2 November 2026Official Charity Partner of the Spirit of Christmas Fair. Runs the Shop & Drop facility to raise funds for charity services. Accepts donations for coat and shopping storage in return for small donations. Sells merchandise including bracelets, sweatshirts, journals, caps, and cards.
• The Luxury Travel FairminorStrategic or Co-development Partner · 2 November 2026Co-located event taking place in the National Hall from Thursday 5 until Sunday 8 November 2026. Spirit of Christmas visitors receive complimentary crossover access to The Luxury Travel Fair, presented by Condé Nast.
• Great Taste MarketsminorGTM or Marketing Partner · 2 November 2026Great Taste Markets is a food and drink partner, featuring award-winning exhibitors in the food hall. Associated with Great Taste Awards for quality food and drink products.
• SeeTicketscoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner for the Spirit of Christmas Fair. Handles all advance ticket sales, on-the-door sales, and customer service queries through their customer service portal.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• The Handmade Fair: The Handmade Fair is a UK consumer event focused on handmade artisan brands, craft workshops, and curated shopping — directly comparable to Spirit of Christmas's artisan brand vetting model and workshop programming.
• RHS Hampton Court Palace Garden Festival: RHS Hampton Court Palace Garden Festival is a flagship UK consumer fair featuring curated exhibitors, hospitality, and a multi-day event format at a premium venue. Comparable in scale and curated consumer event model.
• Country Living Christmas Fairs: Country Living Christmas Fairs is the closest UK analogue: a curated Christmas shopping event built around independent artisan brands and editorial media partnership (Country Living magazine). It targets the same affluent gift-shopping audience with a similar 7-10 day consumer fair format.
• The London Art Fair: The London Art Fair is a curated consumer exhibition held in London featuring vetted exhibitors and premium visitor demographics. Shares the curated exhibitor, affluent-audience model with Spirit of Christmas.
• Hampton Court Palace Festival of Christmas: Hampton Court Palace Festival of Christmas is a Christmas-themed curated gift and food fair held at a premium UK heritage venue. Directly comparable in seasonal Christmas shopping focus and premium positioning.
• Ideal Home Show at Christmas: Ideal Home Show at Christmas is a directly comparable consumer fair held at Olympia London, featuring curated shopping, lifestyle exhibits, and seasonal dining. It shares venue, audience, and the curated festive shopping format with Spirit of Christmas.
• Grand Designs Live: Grand Designs Live is a multi-day consumer lifestyle exhibition featuring curated exhibitors and experiential programming. Comparable in operating model as a curated consumer fair with premium positioning.
• The National Wedding Show: The National Wedding Show is a flagship consumer fair held at Olympia London featuring curated exhibitors, premium hospitality, and editorial media partnership. It mirrors Spirit of Christmas's Olympia-based consumer event format.

Others

• Etsy: Etsy is the dominant online marketplace for independent artisan and handmade goods — a direct substitute for the curated independent brand experience Spirit of Christmas offers in person. It defines the competitive backdrop for the fair's value proposition.
• Not On The High Street: Not On The High Street is a UK online marketplace curating independent British brands and unique gifts — a direct digital substitute for Spirit of Christmas's curated independent gift-shopping proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/spirit-of-christmas

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Spirit of Christmas