In the wholesale supply trade, now so thoroughly focus on the web, it is easy to lose track of an important market for many wholesale businesses, the flea market. It is difficult to be sure how many people attend flea markets around the globe every year but world-wide it is in the millions everyday.

The flea market trade magazine Swap Meet claims that most of are weekend affairs, but more and more are operating every day of the week. The biggest flea market of them all is said to be the one held once a month on the grounds of the Pasadena Rose Bowl, near Los Angeles. Over 40,000 browsers visit the stalls of over 2000 retailers selling everything from sunglasses to tools, from handbags to Betty Boop collectibles.
Similarly, the market held each week in San Jose it is not unusual for more than 30,000 people to visit this giant function each and everyday, regardless of the time of year or weather. As is the case with many popular flea markets across the country, nearly 50% of the spaces are rented on a permanent basis. Since most flea market operators will only offer a limited number of permanent spaces the wait to get one at San Jose can last a year.

The curious and rather repellant term is a translation of the French Marché aux Puces, a large, outdoor bazaar in Paris. This market was given its name by the unhealthy conditions and vermin infested goods it was rumored to sell. Anither theory suggests that the term was coined at a time when the slums and alleys of Paris were demolished and replaced by new construction. The dealers in second-hand goods who lived and worked in these old neighborhoods were forced to flee. The merchants’ new gathering place was referred to as the flee market, which later became flea market, presumable for the same reason listed above.

Flea markets can be divided into two general categories, those held in rural areas and those held in cities. The majority of flea markets in rural areas conform to the traditional vision of a flea market as a sort of giant garage sell and offers mostly second hand goods. A larger selection of new but inexpensive items can be found at some of the larger or more urban flea markets, but many dealers at rural flea markets are picking up on the appeal of new merchandise.

They have also sometimes been an outlet for bootleg movies and music or counterfeit goods but increased public awareness and aggressive law enforcement tactics have brought this kind of activity under control, somewhat. Many flea markets offer live music, excellent food, and a carnival-like atmosphere to attract shoppers and that blows away the elevator music and Chick Fillet found at a shopping mall.

It is not surprising that flea markets have become so popular; the economics of the situation are perfect. In one location you have more merchants than most shopping malls and they are paying a very low rent for their space. The low merchant overhead means tremendous deals for shoppers and a wide variety of items to choose from. Where else could you pick up such great wholesale level prices on everything from designer handbags to sterling silver jewelry, from music CDs to movies on DVD?

The flea market business has worked out so well for many dealers that they have formed their own trade association. The National Flea Market Association was formed with the primary goal of creating industry standards and encouraging public trust but also provides a networking tool for thousands of retailers and wholesalers connected with the swap meet industry.

These are very laudable goals in a market sector that hasn’t always had the best reputation. The flea market’s occasional association in the public imagination with bootleg and even stolen merchandise might be largely a case of misinformation and guilt by association it still needs refuting. Remember, dollar stores had fairly shabby reputations but are now one the fastest growing retail sectors.

The NFMA also lobbies on behalf of its members to affect legislative decisions, on both the local and national level, that have an impact on the flea market industry. The also offer seminars on running your business and getting the most from your marketing. Anyone considering getting involved in the flea market game should start with a visit to the NFMA website.

Art Micklewraith is frellance writer and regular contributor to Top Ten Wholesale. He can be reached at Content and Solutions or by email at artmicklewraith@gmail.com.