Tartu’s traditional open-air market is facing a potential reduction in size due to dwindling numbers of both vendors and customers. The market, a long-standing institution in the city, is experiencing a decline in demand as Estonians increasingly shift their shopping habits. Fewer small-scale growers are participating, and correspondingly, fewer shoppers are visiting to purchase directly from them. This reflects broader trends in Estonian retail, with consumers turning to alternative channels for local produce. Authorities are considering adjustments to the market’s footprint to reflect the reduced activity. The situation highlights the challenges faced by traditional markets in adapting to modern consumer preferences and supply chains. The future of the market will depend on its ability to attract both vendors and shoppers in a changing economic landscape.