One of the shops that has participated since the very first Braderie is located on the old Avenue in the Gare district. More than three decades ago, Gilbert Schilling joined the family business run by his mother-in-law, and he recalls that it used to take a team of 20 to manage the Braderie. Today, the event can be handled by the core staff of just eight people.
For many local businesses, the motivation to participate is now more about upholding tradition than generating high sales. According to Schilling, Braderie turnover is now comparable to a typical busy Saturday, mainly because costs have gone up: staff need to be paid from 7am to 7pm, and there are additional fees for setting up stalls. Oswald Britto, who has run a clothing shop in Gare for five years, agrees that the day is worthwhile for clearing out stock and because the district sees a big influx of people. However, he also notes that sales levels are similar to other good days, as most items are sold at deep discounts.
A further change, criticised by some city shop owners, is that Braderie sales increasingly begin over the preceding weekend or even late in the previous week. Large shopping centres have started hosting their own Braderie events, a departure from the past when the tradition was reserved for city centre businesses, Gilbert Schilling points out.
Anne Darin, director of the Luxembourg City retailers’ association (Union commerciale de la Ville de Luxembourg) emphasises that the Braderie Monday should be kept as the core of the event. Still, she recognises that customer expectations have changed. Many people now work on Mondays and appreciate being able to find bargains at the weekend.
Therefore, the association has adapted by promoting a Braderie weekend. In the Gare district, this year's focus was on entertainment to attract visitors, including a festive atmosphere with plenty of music and activities for children, which has resonated well with shoppers.
Many residents particularly enjoy shopping in pedestrianised areas, something that is now possible on Rue de Strasbourg even outside of Braderie, following the end of lengthy roadworks, an improvement welcomed by local business owner Benji Kontz, who runs a bicycle shop, and who says the district has seen significant improvements in recent years.
While the Braderie may no longer be the year’s main sales day for Gare’s retailers, it remains a cherished tradition that shop owners are determined to uphold.
